Just the tonic
Premium mixers are maintaining strong growth, proving resilient even in challenging economic times. ShelfLife reports
Print18 September 2025
Whether for cocktails, mocktails, or relaxed evenings at home, consumers are continuing to reach for high-quality, flavour-forward mixers. A good mixer can truly elevate a drink, which is why it’s essential for retailers to stay on top of the latest trends and innovations in this evolving category. Offering a well-balanced, on-trend selection not only meets customer expectations but also boosts profitability.
The growing popularity of craft cocktails and premium drinking experiences has fuelled demand for mixers that bring bar-quality results into the home. As at-home entertaining becomes a bigger part of modern lifestyles, shoppers are seeking products that deliver both convenience and sophistication.
Health-conscious consumers are also influencing the market, with increased interest in mixers made from natural ingredients, featuring lower sugar content and cleaner labels. In response, brands are becoming more inventive—delivering bold flavours, functional benefits, and standout packaging. For retailers, it’s the perfect time to refresh and refine your mixer offering.
Clearer Twist enters mixers market to ‘shake it up’
Ross Lazaroo-Hood, co-founder, Clearer Twist
Clearer Twist range
Ross Lazaroo-Hood, co-founder and co-chairman, Clearer Twist, highlighted that the global mixer market was valued at $2.6 billion in 2024 and is projected to grow to $3.8 billion by 2034.
“Looking ahead, we expect to see more savoury and umami-driven flavours in cocktails and mixers – think matcha, complex botanicals, spices, and even pandan leaves,” he said.
“While these flavour fads come and go, one takeaway is key: consumers ultimately want uncomplicated mixers that stand the test of time and shelf life,” he added.
“The market is still flying high, with a jump during COVID with at-home entertaining for drinks and cocktails, and with Lo/No and mocktails becoming an exciting category to feature mixers.
“Although consumers are reaching for quality, the mid mass market has been ignored with almost every new brand wanting to be seen as ‘Premium’, going up against Fever Tree and resulting in a crowded shelf of lookalike brands – from labels to cans – all blurring into one another.
“Clearer Twist has entered the market to shake it up and show that mixers can be fun, individual and versatile. Our mixers can be enjoyed on their own over ice, or to enhance – never to overpower – your choice of spirit or low/no alternative. Whether it’s your everyday house pour or a top-shelf bottle, we aim to elevate the experience with a Twist,” Lazaroo-Hood noted.
“We want to be an affordable and accessible brand but also be fun. It’s all about enjoyment – something that the mixer category has seemed to have forgotten about as they focus on pushing luxury and higher price points, which ultimately alienates customers. Clearer Twist is different and wants to be the go-to mixer brand that everyone can enjoy.
“Clearer Twist is part of Clearer Group, which is a water company that specialises in water-based products. With 93% of your mixer being water then why wouldn’t you trust the number 1 ethical water company to deliver a great quality mixer? We searched high and low for a high alkaline water that would bring a delicious beverage with less sugar, no artificial sweeteners and fewer calories – yet bold enough to stand out with unique flavour twists on the classics.
“We are excited for the future and are working hard to create new flavours and grow. We became the first mixer to rename a football stadium – Clearer Twist National Stadium at Windsor Park in Northern Ireland, which not only supports the Irish FA and local communities, but also takes the mixers onto an entirely new stage.
“At Clearer Twist, our message is simple: have fun, enjoy your drink, and don’t be boring. Twist. Pour. Enjoy.”
The London Essence leads the lighter drinking movement
The London Essence Indian Tonic
Following the rise in the popularity of consumers drinking less but better-quality liquids, and the long-term trend of lighter, lower calorie and lower sugar drinks, means there has been a need for brands to broaden their product offering to include ‘healthier choices’ that strengthen consumer’s overall drinking experience in terms of taste, serve and enjoyment.
At the forefront of this evolving category and lighter drinking movement is London Essence, a premium drinks brand producing elegantly distilled mixers designed to accentuate the finest spirits. Each expression is delicately light at under 20kcal per 100ml, low in sugar at under 4g per 100ml and is crafted without the use of artificial sweeteners, thanks to its unique use of distilled essences.
Brian Greer, marketing manager, Britvic Ireland, said: “Following the long-term trend towards sugar reduction across the world, and being consumers of premium drinks ourselves, we found that many ‘premium’ options focused on natural credentials but were also very high in sugar. It’s important to deliver light, natural options that also have great taste to ensure overall enjoyment.”
Through its relationship with the trade experts and conversations with world leading bartenders, London Essence also recognised that high sugar mixers often overpowered the characteristics of the spirit partner, instead of enhancing them.
With that in mind, the brand took inspiration from its heritage in creating distilled essences which capture the flavour of the finest ingredients to deliver aromatic signature notes and great taste, with only a dusting of sugar.
Greer added: “Thanks to the growing mixer market and continual product innovation, curious consumers now have plenty of options in terms of flavour and pairing. However, it is important to offer quality, taste, and versatility first and foremost. A sign of a sophisticated mixer is when they can be enjoyed in any form – with or without a spirit – to satisfy all drinking occasions and preferences. Therefore, not only do we have a fantastic range of tonics and gingers, but also a delicious selection of crafted sodas including our Pink Grapefruit brand.”
The London Essence range is designed to bring out the best in gins, vodkas and dark spirits through Mixer varieties including Original Indian Tonic Water, Blood Orange & Elderflower Tonic, Pomelo and Pink Peppercorn Tonic Water and Pink Grapefruit Soda in 6 x150ml Can packs as well as their iconic 500ml glass range that includes the Original Indian Tonic Water, Blood Orange & Elderflower Tonic, a delicate Ginger Ale and White Peach & Jasmine Soda.
Distinctively Irish. Unforgettably refreshing. That is the spirit of Club Mixers.
Club Mixers are a true taste of Irish heritage, crafted with care to add brilliance to every occasion. Dating all the way back to 1852, Club has ‘proudly stood’ as one of Ireland’s most iconic beverage brands, and its renowned mixers range continues that legacy with energy, character, and unmistakable flavour.
From crisp tonics and refreshing sodas to smooth ginger ales and more, Club Mixers are designed to elevate every drink and every moment. Whether you’re pairing with premium spirits, creating cocktails at home, or enjoying them simply on their own, its range offers the perfect balance of quality, consistency, and taste.
What makes Club Mixers so special is not just what’s in the glass, but the story behind it. The brands history and heritage are woven into every product, proudly told through the playful illustrations that appear across its packs and throughout its brand. These small but meaningful touches capture the vibrant personality of Club, a brand that has been part of Irish celebrations for generations.
At its heart, Club Mixers is about ‘living life to the fullest’ – with refreshing taste, proud Irish roots, and the joy of bringing people together. For years, the brand has been inspiring shared moments, from casual get-togethers to milestone celebrations, always with the same dedication to quality that has defined Club since the beginning.
Schweppes introduces Pink Grapefruit Soda in new 1L PET and 330ml range
Schweppes Ping Grapefruit Soda
Schweppes Pink Grapefruit Soda 4x330ml
Schweppes Sparkling Pink Grapefruit Soda
Renowned as Ireland’s number one mixer, Schweppes continues to delight consumers with its unmistakable effervescence, heritage of quality, and bold sparkling campaigns.
The brand now unveils its latest refreshing innovation Schweppes Pink Grapefruit Soda, available in a convenient 1 litre PET bottle. This new addition perfectly complements the Schweppes sparkling 330ml can and 4x330ml multipack range, ideal for straight drinking with a sparkling burst of pink grapefruit flavour.
Crafted to deliver a vibrant citrus kick, Schweppes Pink Grapefruit Soda balances invigorating sharpness with a subtly sweet finish, offering a crisp and refreshing taste experience.
Versatile and stylish, it can be enjoyed chilled over ice or paired effortlessly with popular spirits. Whether it’s Vodka, Gin or Tequila, the zesty notes of pink grapefruit elevate every serve into a sparkling sensation.
Beyond its versatility as a standalone refreshment, Schweppes Pink Grapefruit Soda is the ideal partner for crafting the perfect Paloma – an iconic blend of tequila, grapefruit and lime – bringing a sparkling twist to one of today’s most popular cocktails.
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