FUTURE PROOFING THE CATEGORY

So do mixers have an image problem? And with such a demand for versatility, can mixers truly be all things to all people and all spirits? With the megatrends in the industry — drinking less, drinking better, looking after health and switching to alcohol alternatives — shaping both them and the products they’ve traditionally been mixed with, it makes sense for mixers to consciously ride and adapt to the trends shaping consumption.

As brands such as Fever-Tree rightly pointed out during the rise of the premium mixer, for too long, mixers have been an afterthought, an un-evolving, static and underwhelming offer. Now, innovation and NPD is rapidly expanding the category.

But at which point does this drive for versatility become a problem? Do mixers run the risk of confusing consumers with a vast — and ever expanding — array of products? As the line between soft drinks and mixers blur, will consumers know when to use them? And, are brands gearing up to challenge or compliment non-alc spirits?

It seems that having ridden the wave of success surrounding gin, many mixer brands are now prepping for its fall, pushing tonics et al as the ideal accompaniment to the spirits all tipped to follow it; step forward vodka, rum and tequila. However, like gin, the splintering of the category into an endless array of choice for consumers, may be the thing that ultimately weakens sales for everybody.