
Top stories






More news









Marketing & Media
Chicken Licken bravely debones a rare phobia with their latest campaign
Joe Public 2 days






Construction & Engineering
US shuts down massive Lesotho development project


Mason’s set up four bars to highlight each flavour from the newly launched range of ‘first in SA’ wine-based cocktail spritzers. Guests were served a variety of cocktails with the four Mason’s flavours as the base.
High growth in alcoholic mixed drinks
The global alcoholic drinks market is expected to grow from $1,198.6 billion (2014) to $1,451.6 billion (2020), with a CAGR (Compounded Annual Growth Rate) of 3.2% during this period (P&S Market Research).
There are growing trends and opportunities for alcoholic mixed drinks (AMDs), Flavoured Alcoholic Beverages (FABs), Alcopops or Ready-to-Drinks (RTDs), as they are often referred to. Historically AMDs have been labelled as ‘cheap’, ‘artificial’ and primarily ‘youth-focused'. Despite this or rather because of this, AMDs are currently the fastest growing category globally within alcoholic beverages, besides cider.
The growing sophistication of modern day consumers and millennials, whose broadening taste palates are catalysing more adventurous and natural flavours, is creating opportunities for innovation within the alcoholic beverage sector. There is a shift towards aspirational brands that provides for a multi-sensory experience that can stimulate the curiosity of current trendsetters.
The following key market shifts, strategies and trends are inherently part of the Original Mason’s brand and its character and act as some of the driving forces behind it.
Mason’s is a fusion between classic and contemporary. It is a relationship between sophisticated and sassy. It is the perfect mix between being you and making a statement. This inherent dual personality defines it as being an original among a multitude of other AMD drinks on the shelves today. The classic black and white packaging is clean and minimal, allowing the vibrant contents of the bottles to speak for itself, reiterating this duality.
Its mixologists combined the global shift to classic cocktails and long-drink taste directions, with polarising flavours and fruit juice infusion to ensure a new mouthfeel experience that allows for a more premium and natural positioning.
The digital revolution has changed the way that brands activate and interact with their consumers. The ability to leverage social media and other communication platforms is levelling the playing field somewhat, by making audiences more accessible to up and coming new brands like this.
Targeting a new and younger generation of wine consumers with a sweeter and more distinctive taste profile of different fruits allows brands to pull younger consumers away from other alcoholic segments. Combined with the fact that home drinking increases steadily with age, it is essential that AMD producers formulate and position products in a way that is accessible and desirable to age groups outside of the traditionally favoured legal drinking age.
Mason’s is available from select Spar Tops stores in Cape Town. For more information, go to www.drinkmasons.com.