PREMIUM MIXERS: IN THE MIX

In the mix

Despite cost-of-living pressures, consumers will continue to use premium mixers as a small indulgence for a variety of reasons this winter.

While the lockdowns of the pandemic are firmly fading into our rear view mirrors, some key trends that developed during these lockdowns still remain in play today. Perhaps one of the most lasting impacts has been the confidence and curiosity to explore ‘better’ drinks at home, a movement assisted by the exciting products that can be found in Australia’s premium mixer market.

Budgeting for the best

Although current cost-of-living pressures remain top of mind for many, a significant amount of Australian consumers have grown to understand the value of a good mixing partner, according to Caitlin Lockie, Brand Manager at premium Australian mixer brand, Strangelove Beverages.

“We have found (a knock on effect from Covid times) that consumers are happy to shell out a few more dollars on a premium mixing option, to elevate at home drinking,” said Lockie.

“When you compare the price of a drink at a venue, versus experimenting at home, you actually end up with a pretty cost effective way of drinking quality, without breaking the bank.”

In such challenging economic times, consumers looking for value are not simply choosing the cheapest product on the shelf. Shoppers still want to treat themselves, as witnessed by the team at Buderim Ginger.

“Tighter budgets are leading to more selective purchasing, however, we know that mixers remain resilient due to their ability to offer an affordable indulgence, allowing consumers to enjoy a sense of luxury without significant financial strain,” says Product Manager, Millie Mae.

On the occasions they choose to spend more, customers also want to trust they will be rewarded with quality. Beverley Reeves, Marketing Manager Non Liquor at Bickford’s, notes this is why “value is a perception, not a price”.

“Consistency is important, the last thing shoppers want is to be disappointed when they’ve decided to treat themselves,” she said.

Steve Carr, Trade Marketing Manager at Fever-Tree, said these mindsets are driving one of the top recent trends of premium mixers - a back to basics approach.

“The relative cost to trade-up your mixer is much lower than the cost to trade-up your spirit, so we are seeing Australians continue to premiumise their mixed drinks through their choice of mixer,” he said.

“We’ve seen mixed drinks as a spirit consumption style grow significantly over the past year while cocktails have dropped. As people have lower disposable incomes, their willingness to make what is perceived a ‘risky’ purchase reduces, which is driving demand for trusted classic serves such as the gin and tonic and the whisky and dry. Simple, elevated serves is a key trend for 2024.”

Mixing for winter weather

Mixed drink tastes evolve with the seasons, with consumers now looking for beverages that can complement the dropping temperatures.

Kate Solly, Sales and Marketing Director at Capi, predicts the premium mixer winter season will once again be dominated by flavours “particularly suited for pairing with dark spirits, resonating during the cooler months”.

As Carr explained, safe choices for consumers will be dark ‘n stormy style drinks, with ginger becoming increasingly popular. Ginger can also appeal to light spirit fans this winter too though, for example, through the classic Moscow Mule, in which ginger and vodka can pair to bring a bit of warmth and spice even when dark spirits aren’t in the mix.

But ginger won’t have all the fun this winter. Lockie says to watch out for boundary-pushing combinations, especially featuring mixers with specialty fruit flavours that are continuing to gain traction. One example is mandarin soda paired with malt whisky, which she says is: “Not your standard go-to but works surprisingly well together in the glass.”

Beyond the warming, the spicy, and the intriguing, this winter there can also be room for fresh flavours in mixed drinks. After all - given that many winter days can actually be quite mild in the Australian climate, consumers won’t solely be looking for heat in the glass.

Reeves says: “Options with a bit more body like juice-based mixers and fruit juices generally are often go-to choices to create creamy drinks that are traditionally popular because the taste delivery is more ‘fresh’ than ‘refresh’ –plus the addition of spices brings the warmth – cue the Bloody Mary!”

Stocking for success

Supermarkets may have a strong share of the mixer market, but liquor retailers can use premium mixers to craft a competitive advantage. There are many ways this can be done, largely stemming down to utilising what liquor stores can do that grocery stores can’t.

Mae said: “What we have seen work for us is working with liquor retailers to host in-store tasting events and offering bundled promotions, such as pairing spirits with complementary mixers, which supermarkets typically can’t match.”

When it comes to the product itself in-store, Carr said: “It’s all about location and education of serves to capture impulse purchases.

“In an ideal world, having mixers ranged within the spirit bay or off located on free standing display units with pairable spirits allows consumers to easily define a serve, explore a flavour and proceed to purchase.

“Price generally isn’t a major factor when convenience is at play. With a lot of stores, mixers are hidden or hard to find, so consumers won’t generally seek these out and would grab them in their grocery shop pre-planned. Even small things, such as having a till screen prompt within the store to ask consumers if they need a mixer, or a counter unit ready for a grab ‘n go – simple things can go a long way to drive incremental basket spend for retailers.”

Solly agreed that placement and in-store prompts are key drivers of impulse purchases, which can boost satisfaction.

“Today’s consumer prioritises convenience, and availability is key. They want to buy what they want, where they want it, and often, this is when they’re purchasing spirits… There is nothing more frustrating than getting home or to a party without the mixers you needed,” she said.

Communicating this availability at every touch point goes a long way to enabling impulse purchases, and as Reeves reminds us, that includes through the advice and customer service of staff.

Staff play such a key role in the creation of incremental purchases as they can also inspire customers to trade up and try something new. This is why Lockie’s top tip is “running through different ‘out of the box’ pairing options based on consumer preferences.

“We want consumers to see beyond the obvious choices and push the boundaries of drinks. It’s why we do what we do, to keep drinks interesting.”

What’s new

Some recent and upcoming activity in the premium mixer space indicate some of the directions in which the market is developing.

Easy mixing is key: Fever-Tree is helping make cocktail mixing easy with two new additions to the brand’s cocktail mixer family - Espresso Martini and Mango Passionfruit Martini.

Summer flavours can have a place all year round: Strangelove’s latest launches - Spiced Pineapple and Passionfruit Lo-Cal - are designed to give a tropical twist to classic cocktails, bringing a taste of summer to any season.

Versatile options deliver for all tastes: Capi aimed to cater to drinkers of a wide range of spirits with its latest releases, the Charred Pineapple and Low Sugar Lime sodas.

The ‘better for you’ movement continues: Buderim has tipped it will introduce new nosugar SKUs later this year, highlighting that great taste is still possible to deliver for healthconscious consumers.

Mixers don’t need alcohol: Bickford’s is updating and refreshing its range and branding to help elevate everyday consumption, whether the drinks are mixed with a spirit or consumed on their own.