PRODUCT INNOVATIONS
Why it matters Beyond the fact that it’s fun and exciting, there is a serious point: mixers are critical to the mass success and appreciation of spirits. If you think about it, without the G&T (of which tonic is 50%) there is no way gin would be where it is today. It is tonic that makes gin accessible (most people don’t start off sipping neat) and suitable for any moments usually dominated by beer or wine. The new wave of mixers can do this for other spirits, recreating the symbiotic relationship we see between gin and tonic. Unsurprisingly, this innovation in mixers coincides with a boom of interest in spirits. All spirit sectors saw growth in 2020, with penetration a key driver as people dipped into new categories. In the off-trade we saw: • tequila: +93% penetration • spiced rum: +66% penetration • golden rum: +8% penetration
(Source: Kantar FMCG Panel Data for the year to December 2020) Emerging in parallel with the boom of interest in spirits is a desire for premium. It isn’t just about
drinking spirits to get drunk now; it’s about savouring and discovering them. Lockdown meant people had more time to search for new favourites and more money to spend on trying things out. It makes sense that when you’ve spent a bit more on your spirits, you don’t want to mix them with any old thing. Hence the mixing options matter.
Mixers are great for ‘low and no’ as well As people continue to drink less, they also aren’t happy with standard options. Where offering people juice, lemonade or elderflower cordial used to be fine, today it will earn you a frown. As mixers have become more diverse and interesting, we see bars offer them not just as mixing options but as a standalone. We also see them paired with non-alcoholic options Seedlip or Caleño, or mixed with vermouth and sherry for a low-ABV treat. I’m pleased to say that, the other day, I had someone tell me how boring they used to think soft drinks were. Now, they said, it is one of the most invigorating areas of the market. With all the exciting options and brands entering the market, long may this continue.
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