BRAND & PRODUCT
Q. How were they created?
A. Coca-Cola Signature Mixers are a range of mixers, crafted to be enjoyed with dark spirits. This marks the first time in 134 years that we have collaborated on our liquid with outside experts. Each of the four Coca-Cola Signature Mixers variants have been co-created by the world’s leading mixologists who experimented with the great original taste of Coca-Cola and over 200 contemporary and traditional ingredients to create four refined mixers for dark spirits.
By comparison, flavoured Coca-Cola Original Taste or Zero Sugar variants are created by simply adding specific flavours with the great taste of Coca-Cola. Coca-Cola Signature Mixers are the first Coca-Cola product designed to be enjoyed specially with alcohol.
Q. How has Coca-Cola developed the Coca-Cola Signature Mixers recipes?
A. We have chosen to partner with some of the world’s leading mixologists including: Max Venning, Adriana Chía, Pippa Guy, Antonio Naranjo and Alex Lawrence, to co-create four premium mixers to pair with dark spirits. More than a flavoured variant, each of the mixologists experimented meticulously with different flavour combinations to create these products for a refined, discerning palette.
This is a further example of our commitment to offer new and exciting drinks options for our consumers and is a reflection of our long-standing popularity as a classic mixer in cocktails.
Q. Isn’t Coca-Cola Signature Mixers just another Coca-Cola flavoured product? (eg. Cherry Coke or Coca-Cola Zero Sugar Cinnamon)
A. Not exactly. Coca-Cola Signature Mixers marks the first time that we have collaborated with external experts. Each of the four Coca-Cola Signature Mixers variants have been co-created by the world’s leading mixologists who experimented meticulously with a variety of different flavour combinations to create four refined mixers for dark spirits.
By comparison, flavoured Coca-Cola Original Taste or Zero Sugar variants are created by simply adding specific flavours with the great taste of Coca-Cola. Coca-Cola Signature Mixers are the first Coca-Cola product designed specially to be enjoyed only with alcohol.
Q. Where are the ingredients sourced from for each Coca-Cola Signature Mixer?
A. Once the final mixers were selected, the Research and Development team from Coca-Cola Atlanta took the prototypes and developed them for commercial purposes, working closely with these trusted suppliers on how best to bring these new sophisticated flavours to life sourcing quality and premium ingredients of the highest standard.
Q. Now that you have invited mixologists to experiment with Coca-Cola; will you be revealing more of your secret recipe over the years to come?
A. No. Dr. John S. Pemberton invented Coca-Cola in 1886. Since then, the formula has been kept under wraps, shared only with a small group of people in the company. The secret is currently held in a highly-guarded safe at The World of Coke museum in Atlanta, USA. Whilst our partner mixologists had the opportunity to experiment with the original taste of Coca-Cola, they weren’t told about any ingredients of our iconic formula. Once the final mixers were selected, the Research and Development team from Coca-Cola Atlanta took the prototypes and developed them for commercial purposes.
Q: Is the Coca-Cola formula kept secret because the company has something to hide?
A: Yes, but in a good way! The formula for making Coca-Cola is a trade secret. We have protected the special taste of Coca-Cola for more than 130 years. Only The Coca-Cola Company knows how to make Coca-Cola. That way, when you buy one of our drinks, you can be sure you’re getting the same delicious and refreshing experience time and time again.
Q. Will you be bringing out ready-to-drink Coca-Cola Signature Mixers?
A. Not at this stage. The ethos behind Coca-Cola Signature Mixers is to encourage consumers to step into the world of dark spirits and experiment with various flavour combinations between the four unique variants. Whilst the products will be available in multi-packs in the off-trade and grocery, we have no plans to produce an RTD form of the product.
PACKAGING & SUSTAINABILITY:
Q: Why isn’t Coca-Cola Signature Mixers sold in the traditional Coca-Cola Contour bottle?
A: As Coca-Cola Signature Mixers is intended to be enjoyed only as a dark spirits mixer, we have created a new artisanal glass shape, inspired by our original straight-edge heritage bottle – the Hutchinson - to delineate its unique purpose. So now drinkers can easily differentiate the new range from Coca-Cola Original Taste and Coca-Cola Zero Sugar and be clear that Coca-Cola Signature Mixers and not straight drinking.
Q: Will you be serving Coca-Cola Signature Mixers in post-mix / Freestyle solutions in bars?
A: No. At this time, Coca-Cola Signature Mixers will be sold only in single serve glass bottles to then mix with dark spirits to ensure maximum quality, flavour and consistency of serves with premium dark spirits.
Q: Won’t the single serve Coca-Cola Signature Mixers bottles have a negative impact on the environment?
A: The Coca-Cola Signature Mixers come in the Hutchinson Bottle, the original glass bottle pre-dating the iconic Contour, developed by then-owner of Coca-Cola, Asa Candler, when he made the business decision that Coca-Cola should be bottled, not served in soda jerks (ceramic urns). The Coca-Cola Signature Mixers Hutchinson is a glass bottles, which is 100% recyclable. As with all of our beverages we aim to support our customers to employ responsible recycling practices with our products.
ALCOHOL & RESPONSIBLE DRINKING:
Q. Won’t Coca-Cola Signature Mixers encourage underage drinking, as Coca-Cola is a brand and product that appeals to children and teenagers?
A. Coca-Cola Signature Mixers is directed entirely to an adult audience. We have strict guidelines in place that prohibit any Coca-Cola product from being promoted or marketed to those below the legal drinking age. Coca-Cola Signature Mixers is directly targeted towards adults consuming drinks in a bar, restaurant or a hotel – as an aperitif or digestive. We have partnered with some of the world’s top mixologists to create flavour variants to appeal to an adult taste palette. In addition, all marketing, promotion and communication around this campaign has been planned within guidelines for the responsible promotion of alcohol in each market.
Q. Doesn’t adding Coca-Cola Signature Mixers with dark spirits just encourage binge drinking?
A. No, not at all. The factors that account for binge drinking are complex and that’s been recognised across Europe. For the launch of Coca-Cola Signature Mixers, we have carried approved responsible drinking messages in every country in which it has launched, as well as focusing on an exclusively adult audience. Drinkers like to savour the complex flavour profiles of cocktails and the essence of the
Coca-Cola Signature Mixers launch campaign encourages this. All of the recommended serves are highballs, designed to be sipped and savoured.
Q. You have used ambassadors / mixologists to promote the Coca-Cola Signature Mixers, but their Instagram/Twitter/Facebook feed hardly reflects your commitment to promoting responsible drinking.
A. We have chosen to work with a range of well-known mixologists and influencers whose social media followers are predominantly (at least over 80%) above the legal drinking age. We chose them because their niche audience is adults specifically interested in the art of mixology and learning about new products and serves.
In our partnerships, we have very clear agreements in place with all our advocates about what we expect from them when working with Coca-Cola, including being transparent about their association with us as well as promoting responsible drinking. If we believe that any third party working with us has failed to meet our standards, then we will take the appropriate action.
Q. Isn’t it hypocritical for Coca-Cola to say you are taking action on sugar - while at the same time launching a campaign to encourage people to drink sugary alcoholic serves?
A. A classic mixed drink is part of dining culture enjoyed by adults globally, either as an aperitif or digestive.
Coca-Cola Signature Mixers are intended to be consumed responsibly in moderation, alongside a balanced and healthy lifestyle and contains the following calories:
01 Coca-Cola Signature Mixers Smoky Notes: 43cal per 100 ml
02 Coca-Cola Signature Mixers Spicy Notes: 43cal per 100 ml
03 Coca-Cola Signature Mixers Herbal Notes: 43cal per 100 ml
04 Coca-Cola Signature Mixers Woody Notes: 43cal per 100 ml
Coca-Cola is dedicated to offering consumers choice and Coca-Cola Zero Sugar has gained popularity as a mixer in the revival of classic cocktails, including the Cuba Libre and the iconic Rum and Coke.
Q. How many calories are there in Coca-Cola Signature Mixers and how does that compare to other mixed alcoholic drinks?
A. Compared to many other popular classic mixed drinks and cocktails, a Coca-Cola Signature Mixers serve contains less alcohol when compared to the standard industry serving:
Coca-Cola Signature Mixers Smoky Notes and Scotch Whiskey: 171 calories
Pina Colada: 174 calories
Mojito: 215 calories
Strawberry Daiquiri: 186 calories
Q. Why are zero sugar options not available?
A. As with all classic mixology, the sugar in mixers and spirits combined carry the big flavours delivered in the cocktail taste experience. The Signature Mixers range has been specifically designed to be paired with premium dark spirits, therefore they have been crafted to open up these big flavours to deliver a sophisticated drinking experience, which can only be carried with full sugar options.
Q. But haven’t Coca-Cola just launched Bar None? How does this compare to Coca-Cola Signature Mixers?
A. Coca-Cola Signature Mixers is the brand’s first collaboration with mixologists and also the first brand Coca-Cola brand extension of its kind. The BAR NØNE range was crafted with bar-inspired flavours and premium, on-trend ingredients to appeal to beer, wine and cocktail drinkers, offering them a zero-alcohol alternative to their favourite flavours in one serve, without mixing them with any spirits.
Q. How much is the Coca-Cola Signature Mixers launch campaign costing and how will you measure its success?
A. The cost of the campaign is commercially confidential, but we are confident that, with the growth of dark spirits across Europe, the rise in the popularity of classic and craft serves and the new products we are launching, Coca-Cola Signature Mixers will formally cement Coca-Cola’s place as a reputable stable in the spirits arena.
Q. Isn’t Coca-Cola Signature Mixers an attempt to slow the decline in sales of Coca-Cola Original Taste / Trademark?
A. No. The sparkling drinks category is in growth, so too is Coca-Cola Trademark globally (volumes up by +2.4%). Coca-Cola Signature Mixers is a new range of spirit mixers; the first product extension of its kind for Coca-Cola Trademark. Coca-Cola has a longstanding history as a quality mixer in classic cocktails and the new range represents a response to long-standing popularity of Coca-Cola as a mixer with dark spirits. Fans of Coca-Cola continue to ask for exciting new innovations from the
Coca-Cola Trademark and the launch of these new premium mixers for adults is a reflection of this.
Q. Won’t this cannablise the sales of Schweppes premium mixers, which are partly owned by Coca-Cola?
A. Coca-Cola Signature Mixers is an organic reflection of the enduring popularity of Coca-Cola as a classic mixer in iconic serves such as the Cuba Libre and the Rum and Coke. Whilst Schweppes offers a wide range of classic and premium mixers predominantly for clear spirits, including gin and vodka, Coca-Cola Signature Mixers has been solely crafted to pair with dark spirits, including Scotch Whiskey, Gold Tequila, Bourbon and Spiced Rum.
Q. What’s the business rationale for the launch of Coca-Cola Signature Mixers?
A. There is only one Coca-Cola and, whilst we know consumers enjoy it as a soft drink, we also know that Coca-Cola is a very popular mixer. Dark spirits are making a comeback inspired by our heritage and provenance, we wanted to partner with the world’s leading experts to maximise the taste of
Coca-Cola and give dark spirits the very best complex and distinctive taste that only Coca-Cola can give.
Coca-Cola has remained a classic mixer since the birth of classic cocktails at the beginning of the 20th Century; including the popular Cuba Libre and the Rum and Coke. Coca-Cola Signature Mixers aims to build on the long-standing popularity of Coca-Cola as a classic mixer, whilst tapping into the previously unexplored side of dark spirits mixology with premium products designed for refined adult palettes.
Q. Is the launch of Coca-Cola Signature Mixers in response to Fever Tree offering dark spirits mixers?
A. No. Coca-Cola has been used as simple mixer since the early 20th century. It has remained a key ingredient in some of the world’s most iconic drinks recipes – from the Cuba Libre to the eponymous Rum & Coke. Coca-Cola Signature Mixers aims to build on the long-standing popularity of Coca-Cola as a classic mixer, whilst tapping into the previously unexplored side of dark spirits mixology with premium products designed for refined adult palettes.
Q. When does Coca-Cola Signature Mixers launch?
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Q. Where can I buy it?
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Q. Where and what can I buy in in Grocery and Off Trade?
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