PRODUCT INNOVATIONS M
So how did the rise of innovation in mixers come about? Historically, mixing options have been based on convenience and what was available – with the exception of the G&T, which came into existence because British troops stationed in India wouldn’t drink their tonic (quinine, the main ingredient, is antimalarial) so gin was added to incentivise them. But, given how much craft, care and time goes into creating spirits, vermouths, sherries and liqueurs, it is perhaps surprising that what they were paired with wasn’t given that much thought. The new era of mixers started with tonic. The
revival of the G&T and the growing appreciation and premiumisation of gin prompted a growing interest in tonic choices. People wanted premium, they wanted flavoured, they wanted tonic that matched the price and pride of the gin they chose – and the market responded with a brilliant array of options. Once this had taken hold, it made people start to wonder why other mixing options were so limited and familiar. If you’d hopped in a time machine and gone back 100 years, the choice would have been almost identical. What all of these traditional options share is the fact they are stand-alone soft drinks. They were never created specifically for mixing. And as a result, when you do mix with them, yes it’s tasty, but it is pretty hard to tell exactly what you’re drinking. Their strength of flavour isn’t based on partnership and it dominates the drink.
In people’s own words:
“I want to drink whisky when friends are on beer, but I can’t take another whisky and ginger. It’s very sweet and you can’t taste the whisky.” “I love rum but there’s a limit to how many rum and cokes you can have – it’s so sugary. My partner flat out refuses to drink it.” “Vodka isn’t taken seriously, except in martinis. I want a way to drink it that feels sophisticated in a way cranberry or lime and soda doesn’t.” “Tequila is wasted – all my friends do shots and
don’t see it as a serious spirit. With no simple way to mix and enjoy it, I don’t see this changing.”
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“I want to drink gin but I don’t like tonic. I can try lemonade but that makes me feel like I’m 18 again! I’m fed up of missing out.” “What’s the point in drinking spirits with mixers?
When you mix, who knows what you’re drinking. Soft drinks weren’t actually made for this.” As people saw gin flourishing with an Aladdin’s
cave of tonic options, frustration with the lack of ways to enjoy other spirits reached boiling point and mixers blossomed.
Frustration is the mother of innovation Yes, this frustration saw the increase in premium versions of classics and twists on classics. But, it also saw the invention of mixers that were made for mixing. Unlike anything before and carefully crafted in terms of flavour, strength of flavour and carbonation. The whole shebang. From being one of the least exciting areas of the drinks market, it’s now one of the most: constantly innovating, with unexpected flavours, unexpected pairings, cocktail sodas, mixers enhanced with CBD... If you want it, it’s out there somewhere. At Sekforde, the mixer company I launched a
few years ago, we offer a range of sodas tailored to pair with specific spirits. Sekforde was born out of my desire for a light and delicate way to enjoy whisky and bourbon. Rigorous testing was involved – 40-plus variations per spirits category (leading to a few hangovers but recipes we are very proud of!) – to find combinations that worked across the breadth of spirits. Today, the range includes Sicilian Orange, Rosemary & Gentian soda, tailored to mix with whisky or bourbon; Lime, Mint & Cacao for rum; Raspberry, Rose & Sage to complement gin and vodka; and Prickly Pear, Fig & Cardamom to mix with tequila or mezcal. Each was designed to complement rather than overpower quality spirits.
The new era of mixers started with tonic. The revival of the G&T and the growing appreciation and premiumisation of gin has prompted a growing interest in tonic choices
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