Coca-Cola moves into the alcohol market 

Coca-Cola is launching its first premium mixers under the Coke brand as it looks to expand into the growing premium mixer market. Coca-Cola Signature Mixers features four flavors designed to be mixed with dark spirits, which will launch in the UK from June alongside a fully integrated marketing campaign.

Coca-Cola Signature Mixers marks an exciting time for the brand and expansion into dark spirit mixology. The change of markets comes because drinkers increasingly opt for more expensive mixers. According to figures from research company CGA, premium mixers are growing at 32.9% compared to the 7% decline seen for mainstream mixers, a trend which is set to continue.

Inspired by the brand’s heritage, Coca-Cola Signature Mixers are served in a contemporary Hutchinson glass bottle, first used by Coca-Cola in 1894 when the product was bottled rather than served at a soda fountain. The new range, which is available in Smoky, Spicy, Herbal, and Woody, was created in collaboration with mixologists and marks the first time Coke has invited outsiders to help develop its own brand.

Consumers were invited to taste the new recipes, with the four most popular going into production, with each bottle stamped with the signature of its co-creator.

In my opinion, this new marketing strategy is showing how Coke-cola is trying to streamline its innovation pipelines in order to keep up with consumers’ changing tastes. Coca-Cola has always been part of cocktail culture and history. So why not profit from it.