As zero-proof, ‘adult’ non-alcoholic drinks continue to proliferate with no end in sight, the traditional role of a “mixer” is in something of a paradox — if you mix a mixer with itself, is it still a mixer? That kind of thing.
But for its part, Owen’s Craft Mixers isn’t shying away from its original approach of giving bartenders and mixologists a faster, more convenient way to quickly make high-quality cocktails, most recently with its Espresso Martini Mix and now with the launch of a backbar staple, Club Soda. The brand’s 8.2 oz cans are still predominantly an on-premise business, and there’s still ample runway ahead via major partners like Live Nation, which co-led a $10 million investment round alongside NBA star Jimmy Butler last summer.
Fueled by growth, Owen’s has arrived at something of an inflection point, per a conversation with ever-ambitious founder and CEO Josh Miller last week. The company continues to run lean (20 employees), but several key sales positions have been filled as it gears up to support a new batch of big name partners, headlined by JetBlue and Chili’s. The former represents Owen’s first time as an in-flight option, with Classic Lemonade (more on that one later) and Margarita Mix being added to all domestic and international JetBlue flights. Meanwhile, Chili’s is integrating Owen’s Espresso Martini Mix to its beverage program in 1,100 restaurants.
At retail, past gains are being validated: Owen’s is moving from 5 to 9 SKUs at 8,100 CVS stores. The next target is the natural channel, where the brand’s clean ingredient deck (along with the aforementioned interest in differentiated non-alc options) has helped score the likes of Sprouts (500 stores) and Wegmans Food Markets.
And while Miller noted that Owen’s has always invited drinkers to “enjoy on its own” on the cans’ labels, the introduction of Classic Lemonade represents the most overt step yet towards a broader audience. The 8.2 oz can line is sweetened with 100% agave nectar and comes in at 35 calories, but though it shares an identical branding architecture to Owen’s existing drinks, it will be the first to be marketed outside of the mixer set, in 4-packs for $5.99.
So is it a mixer or not? Both, says Miller, who said that in testing Lemonade has been equally popular with kids as it has with budding coffee impresario Jimmy Butler, who uses it with espresso and tonic water. Either way, it’s a step towards becoming the “ultimate premium beverage brand… that can appeal to any demographic,” a decidedly different approach to category peers like Q Mixers and Fever Tree. Instead, Liquid Death and Good Culture are cited as reference points for their ability to create “clean and easy-to-understand” products.
Lemonade worked for Beyonce and Barbie – we’ll see how Owen’s compares.