Alcoholic Beverage Mixers and Liqueurs - US - May 2015
Dollar sales of alcoholic beverage mixers declined from 2009-14, settling at just over $315 million. While cocktail culture is in full swing, cocktails experience lower consumption than beer, wine, and spirits.
This report looks at the following areas:
- Mixer sales declined 3% from 2009-14; cordials, liqueurs, vermouth, and aperitifs grew 14%
- Cocktail culture highlighted in pop culture/on-premise
- Interest in health drives call for natural, less sugar
This report includes retail sales of non-alcoholic mixers typically added to alcohol to make alcoholic cocktails and mixed drinks. Products include “just add alcohol” mixes designed for specific cocktails (eg Bloody Mary mix, Margarita mix), as well as non-alcoholic mixers that are traditionally positioned for use with alcohol to make cocktails (eg bitters, grenadine). Products covered include liquid (refrigerated, shelf stable, and frozen) and powdered mixes. The report also covers on- and off-premise sales of cordials, liqueurs, vermouth, and aperitifs.
The popularity of cocktail culture should be a boon to alcoholic beverage mixers and cordials, liqueurs, vermouth, and aperitifs. Drink trends depicted in the media and on-premise should drive interest and consumption. Manufacturers will need to stay on trend with flavor interests including less sweet, more complex varieties that offer a nod to heritage. Mixer manufacturers and marketers will need to sway consumer interest back to drinking off-premise through the lure of ease, comfort, and customization and by mimicking on-premise engagement at home. Combating RTDs can come from product innovation that answers consumer demand for natural, lower sugar products
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