Neon Zebra cocktail batteries
PepsiCo
PepsiCo will launch a line of cocktail mixers under a new brand, Neon Zebra, next month.
The food and beverage giant began working on the products two years ago, before the coronavirus pandemic stalled. Pepsi was already following the trend of drinking at home, especially by consumers aged between 21 and 34.
“They’re 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 business. “The traditional norm in the category is those big jugs, like those margarita mixers you could buy for a party and then put in your fridge.”
In the 52 weeks ended Feb. 13, U.S. consumers spent $ 304.6 million on cocktail mixers, up 36 percent from a year ago, according to retail Nielsen data. In 2019, sales of cocktail mixers increased by 1.2%.
Q Mixers and Owen’s Craft Mixers are among the first to try to modernize the category. In 2019, Pepsi’s rival, Coca-Cola, launched its own line of dark cocktail mixers based on its eponymous soda, but the products were only available in the United Kingdom. And Drinkworks, a joint venture between Anheuser-Busch InBev and Keurig Dr Pepper, has created a homemade appliance that produces cocktails using pods.
The pandemic has also accelerated the trend towards alcohol delivery. The IWSR estimates that by 2024, 7% of the total volume of alcoholic beverages outside the US will come from e-commerce. The same trend prompted Uber to buy Drizly, an alcohol delivery service, in early February. Silver said Pepsi is looking at several delivery partnerships to help promote Neon Zebra.
The company’s foray into this category comes in four flavors: margarita, strawberry daiquiri, mojito and sour whiskey. Silver said that these flavors have tested best among both the general public and younger consumers he wants to target.
“We see potentially an option to expand this line in the future, but these were the four that we felt had the biggest attraction coming out of the gate,” she said.
A 7.5-ounce can of a Neon Zebra blend should make two cocktails, with three ounces of spirits added to each drink. The liquids will arrive on the shelves on Monday.