PepsiCo Launches Neon Zebra Cocktail Mixers As Home Consumption Tips

PepsiCo will launch a line of cocktail mixers next month under a new brand, Neon Zebra.

The food and beverage giant began work on the products two years ago, before the coronavirus pandemic shut down bars. Pepsi had previously followed the trend of drinking alcohol in the home, especially among consumers between the ages of 21 and 34.

“They’re really looking for high-quality, convenient ingredients in their home experience,” said Emily Silver, vice president of innovation and capabilities for PepsiCo’s North American beverage company. “The traditional grade standard is those big jugs, like those margarita mixers you might buy for a party, and then they sit in your fridge.”

In the 52 weeks ended Feb. 13, U.S. consumers spent $ 304.6 million on cocktail mixers, up 36% from a year ago, according to Nielsen retail data. In 2019, sales of cocktail mixers increased by 1.2%.

Q Mixers and Owen’s Craft Mixers are among the upstarts trying to modernize the category. In 2019, Pepsi’s rival Coca-Cola launched its own line of dark spirits cocktail mixers based on its eponymous soda, 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 has also accelerated the trend of alcohol delivery. IWSR estimates that by 2024, 7% of the total volume of non-commercial alcoholic beverages in the United States will come from e-commerce. That same trend prompted Uber to purchase Drizly, a liquor delivery service, earlier in February. Silver said Pepsi is considering delivery partnerships to help promote Neon Zebra.

The company’s foray into the category comes in four flavors: margarita, strawberry daiquiri, mojito, and sour whiskey. Silver said these flavors were best with both the general public and the younger consumers he was looking to target.

“We potentially see an option to expand this line in the future, but these are the four that we think have the most appeal,” she said.

A 7.5 ounce can of a Neon Zebra mix is ​​supposed to make two cocktails, with three ounces of spirits added to each drink. The mixers will hit shelves on Monday.