Just add mixers
While Ireland's mixers category valued at €12.5 million, it's worth mixing up your offering to ensure you're stocking the bestsellers
Print17 September 2018
Ireland’s spirits section is in fine health, with an ABFI report stating that an impressive 60% of spirits consumed in this country having been produced here. Of course, it helps that Irish whiskey is among the best in the world (why have cotton when you can have silk, after all), but gin has seen extensive growth in recent years. It is the fastest-growing spirits category among Irish consumers, with 31.6% growth in 2016*.
With that growth in gin, the mixers market has also seen extensive growth by proxy. Some of Ireland’s best-known brands have seen a boost, and capitalised on it by innovating in flavour, packaging and in marketing to attract and retain Irish customers in a segment that is increasingly competitive thanks to the arrival of a number of bespoke offerings.
Legendary fizz
Schweppes, has expanded its popular Elderflower tonic range with new 1 litre pack
2018 has been an exciting year for Schweppes, with the introduction of an elegant new glass bottle and an extended range of natural-flavoured variants, including the popular slimline Elderflower tonic. These developments were supported with an up-weighted above-the-line campaign, to capture the hearts and minds of loyal brand followers while appealing to new recruits.
The mixers category is now valued at €12.5 million in Ireland, and as the number one mixer, Schweppes consists of 57% of the market. Therefore the leading brand is primed to capture the 27.5% growth in the category, thanks to continued investment and innovation across the range.
Appealing to its 25-49 year-old demographic, the new Schweppes Elderflower slimline tonic has gone from strength to strength since launching in the on-trade with a 200ml glass pack and in the grocery channel earlier this year with a four x 200ml glass pack. The popular flavour added incremental value to the category after just two months in trade, achieving a distribution of 39% in supermarkets across the island of Ireland.
While the legendary Schweppes’ tonic remains the signature taste of the brand with its delicate balance of bitterness, acidity and citric sweetness, the Elderflower variant now offers a lighter tonic, containing no sugar or calories but with a sweet and refreshing natural flavour.
Overall, as a flavour, ‘Elderflower’ is growing at a whopping 222%, worth 8% to the overall mixers category and is valued at €1.5 million.
Schweppes aims to capture this growth for its retailers with the introduction of a new 1 litre Elderflower PET pack in the grocery channel, offering more choice for shoppers looking for mixability options at home. The 1 litre pack is already a popular option for shoppers across the core range, with Schweppes 1 litre growing 15.3% in value and 11.3% volume across the island of Ireland.
Gerry O’Callaghan, key account director, Coca-Cola HBC Ireland & Northern Ireland says Schweppes is focused on expanding its flavour range to respond to shopper needs.
“Elderflower in particular has proven its value as the fastest-growing flavour in mixers,” O’Callaghan says, “so we’re really excited to continue to expand that reach with the new 1 litre Schweppes Elderflower pack.”
The remainder of 2018 will continue to see a focus behind the entire range, with activation plans including exciting value-added promotions with cocktail kits, botanical kits, balloon glasses and more to give away in-store.
Schweppes Elderflower, as an extension to the overall range, will be supported through the overarching Schweppes campaign plans to include point-of-sale communication including a Christmas burst, digital e-retailing and value-added promotional activity, such as free coasters and bottle openers and the special ‘Schweppes balloon glass’.
For more information, contact your local Coca-Cola HBC representative or call 1890 26 22 26.
Join the club!
Club Mixers is Ireland’s number one Irish mixer brand.
Last year, as part of its 165-year anniversary celebrations, Club unveiled a complete relaunch of its iconic Mixers range. The launch saw the introduction of an award-winning new tonic recipe and an iconic new glass bottle, available in both 125ml and 200ml, for the on-trade. The brand also introduced the 850ml PET bottle and released a new four-pack 200ml glass pack. A significant marketing campaign followed, which has included experiential and sampling, consumer PR, trade press, point of purchase communications and digital support. The brand has sought to not only retain its relevance with its loyal consumers but also bring new drinkers to the joy of the brand. The relaunch has seen the brand grow +26% YOY and has reinvigorated the Irish mixers scene.
Brian Greer, brand manager for Britvic Ireland, which owns the Club brand, says the company is very excited about the potential of the Club Mixers brand, having taken steps to maintain its contemporary feel for the modern Irish consumer. “Our focus has always been to deliver a unique and superior taste experience,” Greer says, “which is why being internationally recognised as delivering an exceptional taste was such a proud moment for the brand.
“It reaffirms the strength of our offering in a highly competitive space,” Greer continues. “With our launch of a four-pack 200ml for the grocery channel, we are looking to ensure consumers can enjoy the same bar experience with their favourite spirit in the comfort of their own home. The packs also allow for more accessible portioning verses larger formats.”
New packs are now available in the award-winning Tonic, Slimline Tonic and Ginger Ale. Club Mixers are the perfect accompaniment to spirits, expertly designed to blend deliciously with gins, vodkas and whiskeys, chilled over ice with a garnish of choice.
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