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US Alcoholic Beverage MIxers Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Alcoholic Beverage Mixers market, its consumers and the major players who make up that market.

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Expert analysis from a specialist in the field

Written by Beth Bloom, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

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

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

This report discusses the following key topics:

Definition

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). 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 Report is segmented as follows, with two different market sizes:

  • Dollar sales of alcoholic beverage mixers (only including “just add alcohol” mixes designed for specific cocktails)
  • Volume sales of cordials, liqueurs, vermouth, and aperitifs

This Report excludes the following categories, covered in other Mintel Reports:

  • RTD (ready-to-drink) prepared cocktail (covered in RTD Alcoholic Beverages – US, December 2016)
  • Carbonated soft drinks, seltzer, tonic water, club soda (covered in Carbonated Soft Drinks – US, April 2017)
  • Juice (covered in Juice and Juice Drinks – US, May 2017)

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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*