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Coca-Cola Launches Dark Spirit Mixers
The market for mixers designed for dark spirits is booming, growing at a rate of 47% year-on-year (Imbibe, 2018). Recognising this potent commercial opportunity, Coca-Cola GB has launched a range of four signature flavoured drinks designed to be mixed with rum, whisky and bourbon.
The mixers are available in four flavours: herbal, smoky, spicy and woody, and contain ingredients from rosemary and jasmine to ambrette seed and lemongrass. The drinks were created in collaboration with a team of expert mixologists, including Barcelona bartender Adriana Chia and London bar manager Alex Lawrence, previously at Dandelyan (voted World's Best Bar in 2018).
This launch taps into a renewed and nuanced consumer interest in dark spirits, a trend we have seen develop as consumers move on from the gin boom, as explored in Alcohol Trends 2018: Imbibe Live. It also follows a raft of new launches in 2018 playing to this trend, including a muscovado tonic from Schweppes and UK tonic brand Fever-Tree's smoky and spiced orange ales, all designed to be enjoyed with darker liquors.
Simon Harrison, vice president of commercial development at Coca-Cola GB, said in a press statement: "We have started to see a strong growth in drinks like whisky and rum, and a brand like Coca-Cola innovating in this segment with complex flavours [...] will bring more interest and curiosity into this segment."
For a comprehensive view on consumers' evolving beverage preference, read our Industry Trend report Fluid Flavours.
