Consumer curiosity towards spirits and mixers has risen as a result of the pandemic, according to a recent report, offering mixer brand owners the opportunity to experiment beyond traditional serves.
In this month’s issue of Global Drinks Intel magazine, Jordan Palmer, the co-founder of London-based Lixir Drinks, has highlighted the cocktails-at-home trend as having been a major contributor to consumer experimentation. Among the serves that have transferred to the on-premise as lockdowns have eased are Tequila & tonic and rum & tonic, according to Palmer.
Fifteen months ago, Lixir secured a distribution arrangement with Molson Coors Beverage Co for Ireland, Spain and the UK. The start-up’s portfolio includes a line of flavoured tonics along with a ginger ale and a soda water.
Fever-Tree communications manager Florence Wong confirmed Palmer’s views: “As shown by the very strong performance of our new launches this year, consumers are always looking to discover new flavour combinations for their favourite spirits and mixers,” she told Global Drinks Intel.
The July/August issue of Global Drinks Intel magazine was published earlier this month. For more details, including how to subscribe, click here.
