As the saying goes, “slow but steady wins the race.” Although the growth has been slow, cocktail mixers are posting incremental year-over-year volume growth of about 2 percent, says Eric Schmidt, director of alcohol research at New York-based Beverage Marketing Corporation (BMC).
Cocktail culture, consumer experimentation and mixologist innovations are the core cocktail mixer growth-drivers, and younger legal-drinking-age consumers are at the center of these trends, he adds.