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Alcoholic Beverage Mixers - US - September 2017

"Dollar sales of alcoholic beverage mixers have seen steady growth in recent years, growing 15% from 2012-17 (7% when adjusted for inflation). Volume sales of cordials, liqueurs, vermouth, and aperitifs increased by 16% over the same period. Continued interest in cocktail culture, especially on premise, is helping here, as is a growing array of products that consumers can turn to for help in making cocktails/mixed drinks at home. The major challenge to the category is below-average home consumption of these drink types. Establishing a stronger tie with at-home consumption will help products hit their mark and grow adoption and sales."

Beth Bloom, Associate Director - Food & Drink

This report will look at the following areas:

  • A quarter of adults drink cocktails at home
  • 35% of at-home cocktail/mixed drink makers use an alcoholic beverage mixer
  • Cordials/liqueurs/vermouth/aperitifs remain largely in the realm of cocktails

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • A quarter of adults drink cocktails at home
            • Figure 1: Beverages consumed – Cocktails, June 2017
          • 35% of at-home cocktail/mixed drink makers use an alcoholic beverage mixer
            • Figure 2: Products used – mixers, June 2017
          • Cordials/liqueurs/vermouth/aperitifs remain largely in the realm of cocktails
            • Figure 3: Beverages consumed – Cordials/liqueurs/aperitif, June 2017
          • The opportunities
            • Consumers are interested in mixers that are versatile and natural
              • Figure 4: Innovation of interest, June 2017
            • Coffee- and tea-based mixers may resonate with younger home drinkers
              • Figure 5: Products used – Non-alcohol, June 2017
            • The highest percentage of consumers learn to make drinks from family/friends
              • Figure 6: Learning to make cocktails/mixed drinks, June 2017
            • What it means
            • The Market – What You Need to Know

              • Dollar sales in the mixers market grow by 15% from 2012-17
                • Volume sales of cordials/liqueurs/vermouth/aperitifs grow
                  • A quarter of adults drink cocktails at home
                    • Coffee/tea is a strong opportunity to resonate with younger home drinkers
                    • Market Size and Forecast

                      • Dollar sale of the mixers market grows by 15% from 2012-17
                        • Figure 7: US retail sales and forecast of alcoholic beverage mixers, at current prices, 2012-22
                        • Figure 8: US retail sales and forecast of alcoholic beverage mixers, at current prices, 2012-22
                        • Figure 9: Total US retail sales and forecast of alcoholic beverage mixers, at inflation-adjusted prices, 2012-22
                      • Volume sales of cordials/liqueurs/vermouth/aperitifs grow 16% from 2012-17
                        • Figure 10: Total US volume sales* and forecast of cordials/liqueurs and vermouth/aperitifs, 2012-22
                        • Figure 11: Total US volume sales* and forecast of cordials/liqueurs and vermouth/aperitifs, 2012-22
                    • Market Breakdown

                      • Liquid mixers lead and continue to grow as others decline
                        • Figure 12: Total US retail sales and forecast of alcoholic beverage mixers, by form, at current prices, 2012-17
                      • Cordials/liqueur sales far outpace that of vermouth/aperitif
                        • Figure 13: Total US volume sales* and forecast of cordials/liqueurs and vermouth/aperitifs, by segment, 2012-22
                      • Sales of whiskey-based liqueurs lead and grow
                        • Figure 14: Sales of leading brands of cordials/liqueurs, by type, 2015
                    • Market Perspective

                      • Consumers are most likely to drink beer at home
                        • Figure 15: Beverages consumed, June 2017
                      • A quarter of home drinkers use mixes with alcohol already mixed in
                        • Figure 16: Products used – Prepared spirits-based cocktails, June 2017
                      • A higher percentage of consumers drink cocktails AFH than at home
                        • Figure 17: Change in incidence of top 15 cocktails, Q2 2015-Q2 2017
                      • CSDs are most popular mix-in for cocktails/mixed drinks made at home
                        • Figure 18: Products used – Non-alcohol, June 2017
                      • Younger drinkers seem likely to pair newer drink formats with alcohol
                        • Figure 19: Products used – Non-alcohol (CSD), by age, June 2017
                      • More than a third of under 45s use fruit water to make drinks at home
                        • Figure 20: Products used – Non-alcohol (juice), by age, June 2017
                      • Coffee/tea is a strong opportunity to resonate with younger home drinkers
                        • Figure 21: Products used – Non-alcohol (other), by age, June 2017
                      • Label updates/anti-sugar laws put the focus on sugar
                      • Market Factors

                        • A quarter of adults drink cocktails at home
                          • Figure 22: Beverages consumed – Cocktails, June 2017
                          • Figure 23: Attitudes toward cocktails, March 2017
                        • Men are more likely than women to drink classic cocktails at home
                            • Figure 24: Beverages consumed – Cocktails, by gender, June 2017
                          • 25-44s are targets for at-home cocktail consumption
                            • Figure 25: Beverages consumed – Cocktails, by age, June 2017
                          • Cost savings is a key driver for drinking cocktails/mixed-drinks at home
                              • Figure 26: Reasons for home consumption, June 2017
                            • Men are more likely than women to get into the craft of drink making
                                • Figure 27: Reasons for home consumption, by gender, June 2017
                              • 35-44s appear to be in it for the craft
                                • Figure 28: Reasons for home consumption, by age, June 2017
                            • Key Players – What You Need to Know

                              • American Beverage Marketers represents 20% of mixer sales
                                • Strong growth of smaller brands points to potential areas of opportunity
                                  • Seasonal launches see strong growth
                                    • Mixer staples are giving way to new breed of cocktails
                                    • Company and Brand Sales of Alcoholic Beverage Mixers

                                      • American Beverage Marketers represents 20% of mixer sales
                                        • Sales of alcoholic beverage mixers by company
                                          • Figure 29: Share of MULO sales of alcoholic beverage mixers, by leading companies and brands, 52 weeks ending June 11, 2017
                                        • Strong growth of smaller brands points to potential areas of opportunity
                                          • Figure 30: MULO sales of alcoholic beverage mixers, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                      • What’s Working?

                                        • Baileys leads launches
                                          • Figure 31: Liqueurs launches, by leading brands, 2016-17*
                                        • Seasonal launches see strong growth
                                          • Figure 32: Mixer launches, by leading claims, 2013-17*
                                          • Figure 33: Liqueur launches, by leading claims, 2013-17*
                                        • An increase in glass could spell an upgrade in the category
                                          • Figure 34: Mixer launches, by packaging material, 2013-17*
                                      • What’s Struggling?

                                        • Mixer staples giving way to new breed of cocktails
                                          • Figure 35: Mixer launches, by leading flavors, 2013-17*
                                          • Figure 36: Liqueur launches, by leading flavors, 2013-17*
                                        • Mixer cost may be a deterrent to some home drinkers
                                        • What’s Next?

                                          • Wine cocktails
                                            • Restaurant inspired
                                              • Expanding the range with flavor varieties
                                                • Shifting the focus from drink types to flavor profiles
                                                • The Consumer – What You Need to Know

                                                  • 35% of at-home cocktail/mixed drink makers use a mixer
                                                    • Young adults are the strongest target for mixer use
                                                      • Cordial/liqueur/aperitifs are still the realm of cocktails
                                                        • The highest percentage of consumers learn to make drinks from family/friends
                                                          • Consumers want mixers that are versatile and made with natural ingredients
                                                          • Products Used to Make Cocktails/Mixed Drinks at Home

                                                            • Mixers used
                                                              • 35% of at-home cocktail/mixed drink makers use a mixer
                                                                • Figure 37: Products used – Mixers, June 2017
                                                                • Figure 38: Mixer consumption – Format, 2013-17
                                                              • Women are more likely than men to use mixes
                                                                  • Figure 39: Products used – Mixers, by gender, June 2017
                                                                • Young adults are strongest target for mixer use
                                                                  • Figure 40: Products used – Mixers, by age, June 2017
                                                                • Alcohol used
                                                                  • More than half of home cocktail/mixed drink makers use white spirits
                                                                    • Figure 41: Products used – Alcohol, June 2017
                                                                  • Men are more likely than women to use vermouth/aperitifs to make drinks
                                                                    • Figure 42: Products used – Cordials/liqueurs/vermouth/aperitifs, by gender, June 2017
                                                                  • Cordial/liqueur use spans ages
                                                                    • Figure 43: Products used – Cordials/liqueurs/vermouth/aperitifs, by age, June 2017
                                                                  • Vermouth/aperitifs largely the domain of higher earners
                                                                    • Figure 44: Products used – Cordials/liqueurs/vermouth/aperitifs, by HH income, June 2017
                                                                  • Cordials/liqueurs/vermouth/aperitifs most likely to be used by classic cocktail drinkers
                                                                    • Figure 45: Products used – Cordials/liqueurs/vermouth/aperitif, by cocktail type, June 2017
                                                                • Liqueur/Aperitif Consumption

                                                                  • Cordial/liqueur/aperitif are still the realm of cocktails
                                                                      • Figure 46: Beverages consumed – Cordials/liqueurs/aperitif, June 2017
                                                                      • Figure 47: Cordial/liqueur consumption – Amount, 2013-17
                                                                    • 25-44s are a good area of focus for cordials/liqueurs/aperitif
                                                                      • Figure 48: Beverages consumed – Cordials/liqueurs/aperitif, by age, June 2017
                                                                  • Where Consumers Learn to Make Cocktails/Mixed Drinks

                                                                    • The highest percentage of consumers learn to make drinks from family/friends
                                                                      • Figure 49: Learning to make cocktails/mixed drinks, June 2017
                                                                    • Men are more likely to learn from technology
                                                                      • Figure 50: Learning to make cocktails/mixed drinks, by gender, June 2017
                                                                    • Nearly half of 25-34s make up recipes on their own
                                                                      • Figure 51: Learning to make cocktails/mixed drinks, by age, June 2017
                                                                    • Drink makers who like to show off are more likely to learn how to make drinks online
                                                                      • Figure 52: Learning to make cocktails/mixed drinks, by reasons for drinking at home, June 2017
                                                                  • Mixer Innovation of Interest

                                                                    • Consumers are most likely to be interested in mixers that are versatile and are made with natural ingredients
                                                                      • Figure 53: Innovation of interest, June 2017
                                                                      • Figure 54: TURF Analysis – Innovation of interest, June 2017
                                                                      • Figure 55: Table - TURF Analysis – Innovation of interest, June 2017
                                                                    • Versatility and natural ingredients may do best job of swaying non-users
                                                                      • Figure 56: Innovation of interest, by mixer usage, June 2017
                                                                      • Figure 57: TURF Analysis – Innovation of interest, June 2017
                                                                      • Figure 58: Table – TURF Analysis – Innovation of interest, June 2017
                                                                    • 25-34s are key target for innovation
                                                                        • Figure 59: Innovation of interest, by age, June 2017
                                                                      • Consumers who like to control calorie counts are most interested in reduced calorie mixers
                                                                        • Figure 60: Innovation of interest, by reasons for drinking at home, June 2017
                                                                    • Appendix – Data Sources and Abbreviations

                                                                      • Data sources
                                                                        • Sales data
                                                                          • Fan chart forecast
                                                                            • Consumer survey data
                                                                              • TURF Methodology
                                                                                • Consumer qualitative research
                                                                                  • Abbreviations and terms
                                                                                    • Abbreviations
                                                                                    • Appendix – The Market

                                                                                        • Figure 61: Total US retail sales and forecast of alcoholic beverage mixers, by form, at current prices, 2012-17
                                                                                        • Figure 62: US supermarket sales of alcoholic beverage mixers, at current prices, 2012-17
                                                                                        • Figure 63: US sales of alcoholic beverage mixers through other retail channels, at current prices, 2012-17
                                                                                        • Figure 64: Total U.S. volume sales* of cordials/liqueurs, 2012-17
                                                                                        • Figure 65: Total U.S. volume sales and forecast of vermouth/aperitifs, 2012-22
                                                                                        • Figure 66: Sales of leading brands of cordials/liqueurs, by type, 2015
                                                                                        • Figure 67: Market share of cordials/liqueurs, by supplier case prices, 2015
                                                                                        • Figure 68: Market share of vermouth/aperitif, by supplier class, 2015
                                                                                        • Figure 69: Share of US volume sales* of vermouth/aperitif and cordials/liqueurs, by type and origin, 2016
                                                                                    • Appendix – Key Players

                                                                                        • Figure 70: Mixer launches, by leading claims, 2013-17*
                                                                                        • Figure 71: Mixer launches, by leading flavors, 2013-17*
                                                                                        • Figure 72: Mixer launches, by leading claims, 2013-17*
                                                                                        • Figure 73: Mixer launches, by packaging material, 2013-17*
                                                                                        • Figure 74: Mixer launches, by private label, 2013-17*
                                                                                        • Figure 75: Liqueur launches, by leading claims, 2013-17*
                                                                                        • Figure 76: Liqueur launches, by leading flavors, 2013-17*
                                                                                        • Figure 77: Liqueur launches, by leading brands, 2013-17*

                                                                                    Companies Covered

                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                    Alcoholic Beverage Mixers - US - September 2017

                                                                                    US $3,995.00 (Excl.Tax)