PepsiCo looks to disrupt cocktail mixer category

PepsiCo, Purchase, N.Y., is shaking up the cocktail mixer category with the launch of Neon Zebra, a new line of non-alcohol cocktail mixers with a vibrant personality that offers a shortcut to great-tasting-cocktails in seconds, it says.

A modern alternative to complicated cocktail recipes or large format cocktail mixers, each 7.5-ounce mini-can of Neon Zebra can be mixed with your spirit of choice to makes two cocktails. Made with real juice and no artificial sweeteners, Neon Zebra mixers come in four flavors: Margarita Mix, Strawberry Daiquiri Mix, Mojito Mix and Whiskey Sour Mix.

PepsiCo is entering the growing cocktail mixers category at a time when today's homebound consumers are looking for easy-to-make cocktails. In fact, the cocktail mixers category (including total mixers, ginger beer, club soda, and tonics) saw 28 percent growth in 2020 and is worth more than $858.1 million, according IRI data for 52 weeks for the total mixers, ginger beer, club soda and tonics market.

"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, vice president of innovation and capabilities for PepsiCo Beverages North America, in a statement. "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. We're thrilled with this new venture and all of the opportunities to come in the mixology category."

Beginning in March, Neon Zebra will roll out nationwide across retail and online stores for a suggested retail price of $6.99-$7.99 for a six-pack of 7.5-ounce cans.