Coca-Cola enters the premium spirits field with Signature Mixers
Coca-Cola has announced a ground-breaking new launch, revealed at an industry press event last night at the Blind Spot Bar, 45 St Martin's Lane hotel, London.
Described as a new milestone in its 134-year history, the company has launched the Coca-Cola Trademark into the premium mixers category.
The Coca-Cola Signature Mixers are a range of four specially crafted drinks and have been designed to be mixed primarily with premium dark spirits.
The global brand collaborated on its new launch by challenging a handful of the world's leading bartenders to create a range of new taste experiences, allowing them access to more than 200 contemporary and traditional ingredients.
The four premium Coca-Cola mixers will be available in four distinctive flavours:
1. Coca-Cola Signature Mixers Smoky Notes by Max Venning contains ylang ylang, dried fruit and warm brown spices, with subtle hints of oak
2. Coca-Cola Signature Mixers Spicy Notes by Adriana Chia and Pippa Guy is mixed with lime, ginger and jalapeños to provide a fiery finish
3. Coca-Cola Signature Mixers Herbal Notes by Antonio Naranjo is blended with dill leaves, citrus and lemongrass for a refreshing taste
4. Coca-Cola Signature Mixers Woody Notes by Alex Lawrence has a tart citrus flavour provided by patchouli, yuzu and basil
The mixers also work well with white spirits, such as the Signature Mixers Herbal Notes which was paired with premium vodka at the launch.
The collaborative project started back in March 2018, when Max Venning (right), Bar Three and Three Sheets, London (who spoke at the event); Adriana Chía, Antigua Compañia de Las Indias, Barcelona; Pippa Guy, the American Bar at the Savoy, London; Antonio Naranjo, Dr. Stravinsky, Barcelona and Alex Lawrence, former head bartender Dandelyan, the Mondrian, London got together to attend a curated workshop held at a secret location in London.
The new Coca-Cola Signature Mixers are served in a contemporary Hutchinson glass bottle, a silhouette that pre-dates the iconic Contour and first used by Coca-Cola in 1894 when the product was bottled rather than served at a soda fountain. The 200ml glass bottles are batched and stamped with the signature of its co-creator.
The launch will be backed by a marketing campaign spanning social media, digital and out of home, commencing with a takeover of the iconic Piccadilly jumbotron sign in London.
Simon Harrison, vice-president, commercial development at Coca-Cola European Partners GB, said: "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. 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."
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