Neon Zebra cocktail mixers
PepsiCo
PepsiCo will launch a line of cocktail mixers next month under a new brand, Neon Zebra.
The food and beverage giant began working on the products two years ago, before the coronavirus pandemics were closed. Pepsi had already been following the trend of drinking at home, especially for consumers between the ages of 21 and 34.
“They really look for comfort and high-quality ingredients in their home experience,” said Emily Silver, vice president of innovation and capabilities for PepsiCo’s U.S. beverage business. “The norm in the traditional category are those big jars, like the margarita mixers you can buy for a party and then stay in the fridge.”
In the 52 weeks ending Feb. 13, U.S. consumers have spent $ 304.6 million on cocktail mixers, up 36 percent from a year ago, according to Nielsen data. In 2019, sales of cocktail mixers increased by 1.2%.
Owen’s Q mixers and handcrafted mixers are among the rookies trying to modernize the category. In 2019, Pepsi rival Coca-Cola launched its own line of cocktail mixers for dark spirits based on its eponymous soda, but the products were only available in the UK. And Drinkworks, a joint venture between Anheuser-Busch InBev and Keurig Dr Pepper, has created an appliance that makes cocktails with pods.
The pandemic also accelerated the trend towards alcohol delivery. IWSR estimates that by 2024, 7% of the total volume of alcoholic beverages out of trade in the United States will come from e-commerce. That same trend pushed Uber to buy Drizly, an alcohol delivery service, in early February. Silver said Pepsi is studying some distribution partnerships to help promote Neon Zebra.
The company’s foray into the category comes in four flavors: margarita, strawberry daiquiri, mojito and whiskey sour. Silver said these flavors proved the best test both among the general public and among the younger consumers he wants to target.
“We potentially see an option to expand that line in the future, but those were the four we felt were most appealing about the door,” he said.
A 7.5-ounce can of a Neon Zebra blend should make two cocktails, with three ounces of brandy in each drink. The mixers will hit the shelves on Monday.