T
here is no higher standard for
mixology than “from scratch.”
American Beverage Marketers
believes that their Master of
Mixes brand should adhere as close to
a “scratch” version as possible, and the
proof is in the mix.
“
We know that top bartenders pride
themselves on sourcing fresh fruit, and
Master of Mixes uses the same premium
juices, as well as natural sweetening
agents in our products,” says Theresa
Martin, marketingmanager at American
Beverage Marketers (ABM). Master of
Mixes is able to source the best possible
fruit varieties and ensure they are picked
only at peak ripeness. “Our customers
are confident they can mix premium
cocktails just like ‘from scratch’ faster
and with less hassle,” says Martin.
Ask For Real Fruit
Not only does Master of Mixes offer a
wide variety of mixes, but the flavors
can include as much as 96% juice (to-
mato and lemon for Bloody Mary). Con-
sumers could be enjoying a mix made
with Granny Smith apples, coconuts
sourced from the Dominican Republic,
Alphonse mangos from India or Califor-
nia strawberries. “We have great sources
for our fruit, like key limes from a small
coastal growing region in Mexico that
we hand-harvest,” adds Martin.
Master of Mixes cocktail mixers
are crafted using “a gentle-processing
method that ensures the fruit is never
overcooked and maximizes flavor,” says
Martin. The resulting flavor is “true to
the fruit, and that is very important
to ABM.”
Consistently ranked as America’s
top cocktail mix brand, Master of Mixes
has 20.8% category market share ac-
cording to Nielsen data. From Bloody
Mary (Classic and 5 Pepper Extra Spicy
versions) and Margarita to Mai Tai, Sour
Apple, Cosmopolitan and Manhattan,
the portfolio includes 16 enticing fla-
vor options in the 1L size and eight in
1.75
L size. “We do see regional diversity
in how flavors sell. For instance, Old
Fashioned sells well in Wisconsin and
Arizona. Our core flavors [Margarita,
Bloody Mary, Sweet & Sour, Strawberry
and Piña Colada] sell consistently well
from coast to coast,” explains Martin.
ABM also watches trends, and last
year added Master of Mixes Lite flavor
options, with no added sugar, in Sweet
n’ Sour, Margarita and Strawberry. “In
the fall and winter months, Bloody
Mary and Martini mixes rise in sales.
Margaritas tend to be strong sellers
year-round, but summer is their biggest
season,” says Martin.
Premium Packaging
The packaging for Master of Mixes
products is an integral feature for the
ABM team. “The labels all feature
mouthwatering prepared cocktails and
decorative gold foil accents—Master
of Mixes stands out on the shelf,” says
Martin. The PET bottle is preferred by
consumers and easy to grip. Master of
Mixes Cocktail Essentials, which offer
high-quality finishing bar staples includ-
ing Lime Juice, Simple Syrup, Grena-
dine Syrup and newest addition Agave
Nectar, are in sleek, angular bottles with
color-coated metal closures. “Cocktail
Essentials was introduced in 2006, to
help at-home bartenders make even
more cocktails,” Martin says.
Retailers who carry Master of Mixes
have access to a very useful Retail Sell-
ing Guide. In addition to useful category
analysis and packaging innovation in-
formation, ABM offers shelf manage-
ment tips, a comprehensive flavor by
flavor primer and POS guidance. Martin
recounts, “During field work, we noticed
how strong the impact of the Master of
Mixes story was when conveyed in per-
son. But we are limited in how many
accounts we can communicate with
that way. The Retail Selling Guide was
created to reach a wider audience, and
help retailers in selling our products to
consumers.”
All Master of Mixes options com-
bine premium fruit juices, purées and es-
sential oils. “The people behind Master
of Mixes are passionate about being the
‘
Truly Premium’ option from aroma to
first sip to the finish,” says Martin.
n
brand
profile
Like Homemade
Master of Mixes Delivers a Premium Portfolio
Based on Classic Cocktail Preparations
By cara mcilwaine
Master of mixes -
a selection
Cocktail Essentials
1
Liter Mixers
1.75
Liter Mixers
