The right mixer should enhance as oppose to overwhelm a drink and a lot of consideration goes into the amount of sugar and calories that mixers contain. Companies are competing to have the most unique flavours while maintain the health credentials of the drink.
Throughout the past 10 years, we’ve seen a market wide shift towards premiumisation with premium mixer category bringing choice, quality and excitement into a previously underrated segment.
CGA by NielsenIQ data reveals that 62% of consumers in Ireland said they are more likely to pay extra for a better quality cocktail – highlighting the premiumisation opportunities for high-end mixers in the on premise.
The companies are also working towards activating their brands on menus with Schweppes saying that their sales team will work with outlets to highlight mixability opportunities and suggested serves. Also at the forefront of this evolving category is London Essence, a premium brand producing elegantly distilled mixers designed to accentuate spirits.
Mix up your spring with Schweppes
Schweppes is bringing a pop of flavour to you this spring with Schweppes Pink Soda and Slimline Elderflower Tonic Water. Pink Soda is a new mixer from Schweppes. Subtle, citrussy and aromatic, its Pink Soda pairs perfectly with gin, vodka or rosé wine and your favourite garnish. And best yet, enjoy your pink drink guilt-free as Schweppes Pink Soda is 20 calories per 100ml. Schweppes Elderflower Slimline Tonic Water is the perfect pairing with vodka or gin adding floral freshness to your drink this Easter with no added sugar and only two calories per 100ml. Prepare to sparkle with excitement with the delicious taste sensation of the refreshing drinks that Schweppes is known for.
Schweppes has recently achieved a number of medals at the Class Bartenders Brand Awards. The Bartenders’ Brand Awards are a unique blind tasting, design and value-tested competition for spirits, wines, beers and drinks products for the UK bar industry. Now in their sixth year, the event aims to provide independent and honest reviews for drinks brands targeting the UK bar trade. Last year Schweppes Slimline Elderflower received two Gold Medals for taste and design. They are pleased to announce that Schweppes Pink Soda and Slimline Elderflower have recently been awarded additional silver and bronze medals for taste and design 2023.
This Spring Schweppes will run a high reach media campaign to drive awareness and encourage trials of Schweppes Pink Soda and Slimline Elderflower Tonic Water from March through to Easter spanning across OOH and social. The Schweppes OOH plan will drive sales in grocery and support the on trade. Schweppes social plan will run across Facebook, Instagram and Snapchat, including Snapchat filters.
The Schweppes flavours will be supported all spring long through a newly developed ‘suggested serve’ booklet providing venues inspiration to create serves linked to all Schweppes varieties. The Schweppes sales team will also work in partnership with outlets to activate the brand on menus, highlighting mixability opportunities and suggested serves.
Schweppes Pink Soda and Elderflower Slimline Tonic Water provide an opportunity to further grow Schweppes within the on-trade, driving brand relevance with the return of the spring social occasion in pubs, bars and restaurants. Consumers continue to look for flavoured mixer options, which deliver on taste, fizz, low calorie and low sugar content all offered within the Schweppes flavour mixer options and wider Schweppes portfolio.
Following the rise in the popularity of consumers drinking less but better quality liquids, and the long-term trend of lighter, lower calorie and lower sugar drinks, means there has been a need for brands to broaden their product offering to include ‘healthier choices’ that strengthen consumer’s overall drinking experience in terms of taste, serve and enjoyment.
At the forefront of this evolving category and lighter drinking movement is London Essence, a premium drinks brand producing elegantly distilled mixers designed to accentuate the finest spirits. Each expression is extremely light at under 20kcal per 100ml, low in sugar at under 4g per 100ml and is crafted without the use of artificial sweeteners, thanks to its unique use of distilled essences.
Brian Greer, marketing manager at Britvic Ireland said: “Following the long-term trend towards sugar reduction across the world, and being consumers of premium drinks ourselves, we found that many “premium” options focused on natural credentials but were also very high in sugar. It’s important to deliver light, natural options that also have great taste to ensure overall enjoyment.”
Through its relationship with the on-trade and conversations with world leading bartenders, London Essence also recognised that high sugar mixers often overpowered the characteristics of the spirit partner, instead of enhancing them.
With that in mind, the brand took inspiration from its heritage in creating distilled essences which capture the flavour of the finest ingredients to deliver aromatic signature notes and great taste, with only a dusting of sugar.
Brian adds: “Thanks to the growing mixer market and continual product innovation, curious consumers now have plenty of options in terms of flavour and pairing. However, it is important to offer quality, taste, and versatility first and foremost. A sign of a sophisticated mixer is when they can be enjoyed in any form – with or without a spirit – to satisfy all drinking occasions and preferences. Therefore, not only do we have a fantastic range of tonics and gingers, but also a delicious selection of crafted sodas includes its new Pink Grapefruit and Roasted Pineapple which was launched earlier in the year and already receiving fantastic reviews from bartenders. Britvic is also excited to announce that a selection of leading bartenders – from the best bars in the world – made their selections for the best mixers and voted London Essence as @drinksinternational number 2 top trending mixer brand and the number 4 bestselling mixer brand”
The London Essence range is designed to bring out the best in gins, vodkas and dark spirits through Mixer varieties including Original Indian Tonic Water, Grapefruit & Rosemary Tonic, Blood Orange & Elderflower Tonic, Pomelo and Pink Peppercorn Tonic Water as well as a delicate Ginger Ale and a Spiced Ginger Beer. Crafted Soda range includes the new Pink Grapefruit alongside White Peach & Jasmine and Roasted Pineapple.
Premium mixer leader
In 2013, Fever-Tree was introduced to the Irish market via Richmond Marketing and has since become Ireland’s number one premium mixer brand. Throughout the past 10 years, it has\ seen a market wide shift towards premiumisation with Fever-Tree pioneering the premium mixer category, bringing choice, quality and excitement back into the previously overlooked space. For the brand, it’s all about putting quality back into both the in trade and at home occasion with one simple premise – If ¾ of your drink is the mixer, mix with the best.
While Fever-Tree is best known for its high-quality tonic waters, the brand has continued to diversify its portfolio in response to increased consumer demand for alternative mixers. Fever-Tree now offers one of the market’s most expansive mixer ranges encompassing Ginger Ale, Ginger Beer, Soda Water, Mexican Lime Soda Water, Italian Blood Orange Soda Water and Raspberry and Rhubarb Tonic Water, catering for all drinking occasions.