Consumers are increasingly drinking at home and do not want to bother with complex cocktail recipes.
The trend of preparing a variety of cocktails at home has been observed among consumers for quite a long time. However, the pandemic has given this trend the maximum acceleration. Staying at home and not being able to visit bars and cafes, buyers buy more of both the actual alcohol and mixtures on the basis of which they can create cocktails, because the presence of free time is conducive to this type of consumption of relaxing drinks.
Focusing on the changing needs of customers, the company PepsiCo launched a new line of non-alcoholic cocktail mixes called Neon Zebra.
The Neon Zebra drinks themselves are non-alcoholic, but if desired, they can be supplemented with some kind of alcohol, quickly preparing a classic Daiquiri or Margarita, or your own author's cocktail. There are four flavors of cocktail mixes - Margarita Mix, Strawberry Daiquiri Mix, Mojito Mix and Whiskey Sour Mix. According to the manufacturer, they contain natural juice and do not contain artificial sweeteners.
The new brand was another step for PepsiCo to development of new categories market. In the case of Neon Zebra, the company indirectly enters the alcohol market, while not producing the actual alcohol itself.
One of the main ideas behind the new brand is the ease of creating your own cocktails. Consumers, especially younger ones, are often reluctant to spend time on complex cocktail recipes that require many exotic ingredients and additional equipment. And Neon Zebra offers a ready-made taste that makes it easy to prepare drinks for yourself or a small company. At the same time, there is no need to compromise on the quality and taste of drinks.