CCEP says it collaborated on its liquid by challenging a handful of the leading bartenders to create a range of new taste experiences, with access to more than 200 ingredients.
The Signature Mixers range comprises:
- Smoky, by Max Venning contains Ylang Ylang, dried fruit and warm brown spices, with hints of oak;
- Spicy, by Adriana Chia and Pippa Guy is mixed with lime, ginger and jalapenos;
- Herbal, by Antonio Naranjo is blended with dill leaves, citrus and lemongrass;
- Woody, by Alex Lawrence has a tart citrus flavour provided by patchouli, yuzu and basil.
At the launch, the Smoky was mixed with Woodford Reserve bourbon, Woody with Chivas Regal scotch whisky, Herbal with Grey Goose vodka and Spicy with Bacardi rum.
The range is available to pubs, bars and restaurants in the UK, from June.
CCEP says research shows that after a decade long ’ginaissance’, discerning drinkers are now exploring the world of dark spirits and are looking to bartenders to help them experiment with more complex flavour profiles.
The collaborative project started back in March 2018, when a number of renowned mixologists were invited to attend a Coca-Cola curated workshop in London. The group set to work experimenting with numerous ingredients to create the most complex flavour compositions to enhance the original taste of Coca-Cola.
Coca-Cola Signature Mixers are served in a contemporary Hutchinson glass bottle – a silhouette that pre-dates the iconic Contour – first used by Coca-Cola in 1894 when product was bottled rather than served at a soda fountain. The company says the 200ml glass bottles are “ideal for instant mixing and each batch is stamped with the signature of its co-creator”.
CCEP says cola is the number one mixer category in GB and this growth is driven by the premium segment, highlighting the opportunity for retailers to boost their sales with Coca-Cola Signature Mixers.
The company says the launch will be backed by a marketing campaign spanning social media, digital and proximity OOH (out of home advertising) that will kick off with a takeover of the landmark sign overlooking Piccadilly Circus. There will also be trade and consumer experiential activity at various events between June and December as well collaborations with mixologists and spirit brands. Training will be available to the licensed trade as well as back bar displays that hero the range and Hutchinson bottle, bespoke glassware and menus.
Coca-Cola European Partners GB vice-president, commercial development Simon Harrison said: “Coca-Cola has always been part of cocktail culture and history, from the Cuba Libre of the 1900s. Coca-Cola Signature Mixers marks an exciting new frontier for the Coca-Cola trademark and a reflection of our ongoing commitment as a total beverage company. By collaborating with experts, we believe that we have developed a totally innovative and unique product range for mixology that only Coca-Cola can do.
“There is no other brand or recipe that is more mysterious and iconic than Coca-Cola and we’re excited to be able to introduce this new and innovative product to the on-trade. We have started to see strong growth in dark spirits like whisk(e)y and rum and a brand like Coca-Cola innovating in this segment with complex flavours and distinct pack design - in keeping with our heritage - will bring more interest and curiosity to an exciting sector,” claimed Harrison.
