Coca-Cola stretches its boundaries as it preps to launch alcohol mixers

Coca-Cola is set to launch a new set of premium mixers under its signature Coke brand as it expands into the premium mixer market.

The new mixers will have four flavours produced to be mixed with dark spirits, which will be unveiled in the UK in June, supported with a fully integrated marketing campaign.

“Coca-Cola has always been part of cocktail culture and history, from the Cuba Libre of the 1900s to some of the world’s best cocktails today,” explains Ana Amura, senior brand manager at Coca-Cola Great Britain.

“Coca-Cola Signature Mixers marks an exciting time for the brand and expansion into dark spirit mixology.”

With inspiration coming from 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 of mixers, available in Smoky, Spicy, Herbal and Woody flavours was created in collaboration with mixologists, marking the first time the soft drinks giant has invited outsiders to help develop its brands.

Last year, Coca-Cola’s global chief marketing officer of sparkling business, Javier Meza, said that the company was undergoing a “change in mindset” under new CEO James Quincey.

“[There] is this notion of ‘it’s OK to try new things’ and if it is not a big success that you don’t have to keep it for years. It’s OK to just learn the marketplace,” he said. “The moment the pace of change outside the company is higher than inside, then you start to lose.”

To bolster this mindset change, Coca-Cola, in October 2018 created the Global Ventures Group to help scale new brands and identify opportunities as the company looks to reduce its reliance on its core fizzy drink brands.

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