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 started working on the products two years ago, before the coronavirus pandemic slammed the bars. Pepsi was already following the home drinking trend, especially with consumers between the ages of 21 and 34.
“They’re really looking for convenience and quality ingredients for their home experience,” said Emily Silver, vice president of innovation and capabilities for PepsiCo’s North American beverage business. “The traditional category standard is those big jugs, like those margarita mixers you might buy for a party and put in your fridge.”
In the 52 weeks ended Feb. 13, US consumers spent $ 304.6 million on cocktail mixers, 36% more than a year ago, according to Nielsen’s retail data. In 2019, the sale of cocktail mixers increased by 1.2%.
Q Mixers and Owen’s Craft Mixers are among the upstart trying to modernize the category. In 2019, Pepsi’s rival Coca-Cola introduced its own line of dark drink cocktail mixers based on its eponymous soft drink, 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 bar appliance that makes cocktails using pods.
The pandemic also accelerated the trend towards alcohol release. The IWSR estimates that by 2024, 7% of the total volume of beverage alcohol in the US will come from e-commerce. That same trend prompted Uber to purchase Drizly, an alcohol delivery service, earlier in February. Silver said Pepsi is looking for some delivery partnerships to promote Neon Zebra.
The company’s foray into the category comes in four flavors: margarita, strawberry daiquiri, mojito, and whiskey sour. Silver said those flavors tested best with both a general audience and the younger consumers it wants to reach.
“We may see an option to expand this line in the future, but these were the four we thought were the most attractive from the gate,” she said.
A 7.5 ounce can of a Neon Zebra mix should make two cocktails, with three ounces of liquor added to each drink. The mixers will hit the shelves Monday.