Mixers have always played a pivotal role in shaping a bartender’s ability to craft a wide-ranging drinks menu. In some on-premise venues, however, their contribution is undervalued or even overlooked. Often served unceremoniously out of a bar gun, mixers in these establishments need simply to offer carbonation, consistency, brand recognition and value for money.Conversely, in more upscale locations, mixers are increasingly valued highly.Bartenders are actively sourcing exotic-flavoured mixers to complement and enhance their cocktails or to make unfamiliar spirits more approachable. Some cock
The trends driving mixers in 2024 – Category Intel
The days of generic, mass-produced mixers are numbered. Today, premium and artisanal brands are gaining consumer traction, offering unique flavours, healthier ingredients and a stronger focus on sustainability.

Joe has been a business journalist for over 20 years, specialising in the drinks, aviation and Global Travel Retail sectors; Duty-Free News International, IWSR Magazine, Drinks International and Whisky Magazine, among others.


