Though it wouldn’t be far-fetched to assume that COVID was the catalyst for the launch - fueled by a rise in drinking-at-home brought on by a year of stay-at-home orders and closed bars and restaurants, the new brand of cocktail mixes was actually initiated two years ago based on a rising consumer trend that was accelerated by the pandemic.
According to Nielsen retail data, US consumers spent $304.6 million on cocktail mixes in the last year - a 36% increase. In 2019 the increase was 1.2%. According to PepsiCo, the cocktail mixers category (including total mixers, ginger beer, club soda, and tonics) saw a 28% growth in 2020 and is worth more than $858 million.
"With at-home cocktail consumption on the rise, we saw an opportunity to build and disrupt this fast-growing category with a product that meets consumers' needs for convenience - to cut out time and mess without compromising on quality and taste," said Emily Silver, VP of Innovation & Capabilities, PepsiCo Beverages North America. "Neon Zebra adds a new level of personality in the cocktail mixer category with its bold flavors and colors and easy-to-use, recyclable mini-can format."
