Coca-Cola is launching its first premium mixers under the Coke brand as it looks to expand into growing premium mixer market. Coca-Cola Signature Mixers features four flavours designed to be mixed with dark spirits, which will launch in the UK from June alongside a fully integrated marketing campaign. The move comes as 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. 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. In October 2018 Coca-Cola cemented this change in mind-set with the creation of a 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 - “The moment the pace of change outside the company is higher than inside, then you start to lose.”
