Neon Zebra cocktail mixers
PepsiCo
PepsiCo will launch a range of cocktail mixers under the new brand Neon Zebra next month.
The food and beverage giant began working on the products two years ago, before the coronavirus pandemic closed bars. Pepsi has already followed the trend of drinking at home, especially by consumers between the ages of 21 and 34 years.
“They are really looking for convenience and high quality ingredients in their home experience,” said Emily Silver, vice president of innovation and capabilities for PepsiCo’s North American beverage industry. “The traditional category norm is those big jugs, like the margarita mixers you can buy for a party and then put in your fridge.”
In the 52 weeks ending Feb. 13, U.S. consumers spent $ 304.6 million on cocktail mixers, up 36% from a year ago, according to Nielsen retail data. In 2019, sales of cocktail mixers increased by 1.2%.
Q Mixers and Owen’s Craft Mixers are among the suburbs to modernize the category. In 2019, Pepsi’s rival Coca-Cola launched its own range of dark liquor cocktail mixers based on its soft drinks, but the products were only available in the UK. And Drinkworks, a joint venture between Anheuser-Busch InBev and Keurig Dr Pepper, has created a home appliance that makes cocktails using pods.
The pandemic has also accelerated the trend towards alcohol delivery. IWSR estimates that by 2024, 7% of the total alcohol beverage volume outside the United States will come from e-commerce. The same trend forced Uber to buy Drizly, a liquor delivery service, earlier in February. Silver said Pepsi is looking at delivery partnerships to promote Neon Zebra.
The company’s entry into the category consists of four flavors: margarita, strawberry aquiri, mojito and whiskey acid. Silver said these fragrances have tested best among a general audience and the younger consumers he wants to target.
“We may see an option to expand this line in the future, but it was the four that we believe had the greatest appeal at the gate,” she said.
One can of 7.5 grams of Neon Zebra blend is supposed to make two cocktails, with three ounces of beverage added to each drink. The mixers will hit the shelves on Monday.