Coca-Cola is tapping into the growing dark spirits market with the launch of new range of premium mixers in the UK.
A global first for the brand, the soft drinks giant stated that it had enlisted leading bartenders from around the world to help create the Coca-Cola Signature Mixers, which come in four flavours and are specifically designed to be paired with premium dark spirits.
The mixers will be sold in a contemporary Hutchinson glass bottle, the silhouette of which is based on the original bottle first used by Coca-Cola in 1894 when the product was bottled rather than served at a soda fountain.
Ana Amura, Senior Brand Manager at Coca-Cola Great Britain, commented: “Coca-Cola has always had a synergy with dark spirits and classic cocktails, from the inception of the iconic Cuba Libre in the late 1900s to the popular Whiskey & Coke in the early 20th century. With the rise of mixed drinks, we’re excited to announce the launch of Coca-Cola Signature Mixers, a specific range uniquely created to mix with dark spirits.
“Working with an inspirational group of global mixologists to create amazing flavour combinations, we hope Coca-Cola Signature Mixers open up the world of mixology to an even wider audience.”
The range will roll out in the on-trade and off-trade early next month in four flavours (Smoky Notes, Spicy Notes, Herbal Notes and Woody Notes) with an RSP of £1.25 for a 200ml bottle.
The launch will be backed by a marketing campaign spanning social media, digital and proximity OOH. There will also be trade and consumer experiential activity at various events between June and December as well collaborations with mixologists and spirit brands.
The move comes amid a boom in demand for premium mixers with the likes of Fever Tree seeing rapid growth in recent years.
Coca-Cola has launched a host of new products in the last couple of years as it tries to evolve and diversify its range to tap into changing consumer trends in the drinks market. Recent additions include Fuzetea, Adez, an RTD coffee under its Honest brand, and a new energy drinks range under its own brand.
