Lifting spirits
In recent years, some of Ireland’s best-known mixer brands have not only experienced a significant boost in sales but have also smartly capitalized on it by embracing innovation. They have adapted to the increasingly competitive landscape by enhancing their products through flavour experimentation, packaging redesigns, and creative marketing strategies. Donna Ahern reports
Print19 September 2024
Ireland’s spirits industry has truly undergone a renaissance, driven by the surging popularity of whiskey, gin, and vodka. This revival has not only fueled growth in dark spirits but also spurred a new wave of creativity in the mixers market. Here’s a closer look at some of the standout products that are making waves in this category.
The recent surge in whiskey demand has led to the launch of premium and small-batch distilleries across the country. In response to a more adventurous consumer base, distilleries are experimenting with unique barrel finishes and cask strengths, elevating the complexity and depth of whiskey profiles. Ireland has emerged as a hotspot for artisanal gin, thanks to locally sourced botanicals and inventive flavour combinations to create unique gin profiles that stand out on the global stage. The flavoured vodka segment is expanding too, with offerings that incorporate local fruits, herbs, and spices to cater to a growing audience of cocktail enthusiasts.
Following the growth within the gins, vodkas and dark spirits category, the mixers market has also seen extensive growth by proxy. Leading the charge in mixers are the top brands, which offer an extensive range of premium tonic waters crafted to complement gin, vodka, and whiskey. These mixers boast natural ingredients and sophisticated flavour profiles such as elderflower, cucumber, and rosemary.
Ginger ale of course has become essential companions for whiskey lovers, enhancing the spirit’s flavour without overpowering it. Along with traditional mixers, new flavoured options like pink grapefruit soda and Sicilian lemon are giving bartenders more creative options to elevate cocktails.
Brands are stepping up their game in packaging with sleek, modern designs that appeal to both the aesthetics-conscious and environmentally conscious consumers. Innovations in recyclable packaging and reduced plastic usage are gaining attention.
The marketing of spirits and mixers has become more experiential, with brands engaging consumers through social media, collaborations with local artists, and immersive events that highlight the unique heritage and story behind the products.
As consumer tastes diversify, it is crucial for retailers to stay ahead of trends by stocking a balance of well-established and newer brands. Offering exclusive products or special editions can attract discerning customers seeking novelty, while loyalty to iconic brands still plays a major role in the overall sales.
With this exciting landscape, the Irish spirits and mixers market is set to continue flourishing, offering something for every taste and occasion. The fusion of tradition and innovation ensures that both heritage brands and new entrants will find their place in the hearts of consumers.
Poachers Drinks extended its range from seven to nine new sodas
Fast growing Premium Irish Drinks Brand Poachers Drinks extended its range from seven to nine to include two award winning new sodas-Grapefruit Soda with AchillIs land Sea Salt and Lemon Soda with farm grown Irish Mint. The Guaranteed Irish™ Company who make their entire range of premium drinks and sodas in Ireland continues to highlight the best Irish ingredients in all its products.
London Essence is lifting spirits
Following the rise in the popularity of consumers drinking less but better-quality liquids, and the long-term trend of lighter, lower calorie and lower sugar drinks, means there has been a need for brands to broaden their product offering to include ‘healthier choices’ that strengthen consumer’s overall drinking experience in terms of taste, serve and enjoyment.
At the forefront of this evolving category and lighter drinking movement is London Essence, a premium drinks brand producing elegantly distilled mixers designed to accentuate the finest spirits. Each expression is delicately light at under 20kcal per 100ml, low in sugar at under 4g per 100ml and is crafted without the use of artificial sweeteners, thanks to its unique use of distilled essences.
Through its relationship with the trade experts and conversations with world leading bartenders, London Essence also recognised that high sugar mixers often overpowered the characteristics of the spirit partner, instead of enhancing them.
With that in mind, the brand took inspiration from its heritage in creating distilled essences which capture the flavour of the finest ingredients to deliver aromatic signature notes and great taste, with only a dusting of sugar.
The London Essence range is designed to bring out the best in gins, vodkas and dark spirits through Mixer varieties including Original Indian Tonic Water, Grapefruit & Rosemary Tonic, Blood Orange & Elderflower Tonic, Pomelo and Pink Peppercorn Tonic Water and Pink Grapefruit Soda in 6x150ml Can packs as well as their iconic 500ml glass range that includes the Original Indian Tonic Water, Grapefruit & Rosemary Tonic, Blood Orange & Elderflower Tonic, a delicate Ginger Ale and White Peach & Jasmine Soda.
Schweppes launches new lemonade
Schweppes Lemonade
As Ireland’s number one mixer, Schweppes continues to bring the bubbles into consumers’ lives through its unique effervescence and sparkling campaigns.
For those who wish to try something new, the brand is delighted to announce the launch of Schweppes Lemonade in a 1 litre PET bottle. Lemonade is an invigorating, crisp original lemonade, made with real lemons and only 18 calories per 100ml.
Schweppes Lemonade can be consumed both straight and as a mixer. It pairs perfectly with Vodka, Gin, Whiskey, Tequila & Rum. Prepare to sparkle with excitement with the delicious taste sensation of the refreshing drinks that Schweppes is known for.
Fever-Tree continues to diversify its portfolio
A range of Fever-Tree Light Tonic
Fever-Tree was founded by Charles Rolls and Tim Warrillow in 2005, pioneering a new premium mixer drink category worldwide. Fever-Tree was launched under one simple premise, if ¾ of your drink is the mixer, mix with the best. All ingredients are naturally sourced from around the world and free from artificial flavouring or preservatives, Fever-Tree was designed to change the status quo and put the quality back into the mixer category.
In 2013, Richmond Marketing introduced the Fever-Tree range of mixers to the Irish market and has since become Ireland’s No 1 Premium Mixer Brand. Throughout the past 10 years, we’ve seen a market wide shift towards premiumisation with Fever-Tree pioneering the premium mixer category, bringing choice, quality and excitement back into the previously overlooked space.
Since launching in Ireland, Fever-Tree has continued to diversify its portfolio to meet the ever-evolving needs of the Irish consumer. For the brand, it’s all about putting quality back into both the in trade and at home occasion with one simple premise – If ¾ of your drink is the mixer, mix with the best.
While Fever-Tree is best known for its high-quality tonic waters, the brand has continued to diversify its portfolio in response to increased consumer demand for alternative mixers. Fever-Tree now offers one of the market’s most expansive mixer ranges encompassing Flavoured Tonics, Ginger Ale, Ginger Beer, Soda Water, Mexican Lime Soda Water and most recently, Pink Grapefruit Soda, which is made using naturally sourced ingredients to achieve the perfectly balanced, bitter-yet-sweet flavour with fresh and floral notes.
With a range of different mixers to choose from, there truly is something for everyone. From old school classics to modern twists, Fever-Tree’s award-winning range of mixers will enhance the taste of any long drink or cocktail.
For the last 10 years, the industry experts at Drinks International have been tracking the growth of mixers as a category and reporting back on what’s happening in the very best bars around the world. Every year they ask the world’s most influential bartenders what drinks they are mixing up the most and more importantly, what mixers are they mixing with. Fever-Tree is proud to be voted No.1 Bestselling and Top Trending mixer by the world’s best bars.
For more information, please visit www.fever-tree.com
Read more: That’s the spirit!
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