The rise of premium mixers | Alex Curiger

Beyond the wave of premiumisation of mixers, the category is reinventing itself from an alcohol companion to a stand-alone beverage in the era of NOLO cocktailsIn this episode, the podcast focuses on the premiumization of mixers. The guest, Alex Curiger, talks about his journey as an entrepreneur in the spirits and mixers market, from Switzerland to the world. Alex discusses his transition from being a traditional brand distributor to developing a unique e-commerce-first tonic water. He explores the challenges and strategies of launching a premium beverage brand, emphasising the importance of unique packaging, low-sugar, natural ingredients, and navigating logistical complexities. The conversation also covers the future of the mixer and non-alcoholic ready-to-drink market, the dynamics of consumer and retail trends, and the hurdles of branding across different markets. Alex provides actionable insights and advice for aspiring beverage entrepreneurs, emphasising the importance of a strong team, intellectual property protection, and adaptability in response to evolving market conditions.00:00 Introduction01:06 Meet Alex Curiger03:09 The Evolution of the Mixer Market05:12 Challenges and Innovations in Premium Mixers10:41 Building a Brand and Market Strategy19:11 Production and Operational Challenges30:19 Advice for Aspiring Beverage Entrepreneurs40:04 Conclusion and Final Thoughts This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.filibertoamati.com/subscribe