Elite bubbles
The market of mixers – high-end tonics, colas, ginger beers and similar carbonated drinks –started flourishing in recent years.
This article is available for reading in Trade magazin 2025/5.
Mixers haven’t become so popular overnight: the IWSC International Wine and Spirit Competition, held annually in London, has long had separate categories for tasting spirits and mixers together, and the number of such categories is growing every year.
Gin and tonic, the big bang
Dr. László Pálffy
owner
Mobilkoktél
“The emergence of premium, small-format mixer drinks is clearly linked to the gin boom and the appearance of quality tonics. I think the hit products of the last 2-3 years are definitely flavoured sodas”,
informs Dr László Pálffy, the owner of Mobilkoktél.
He sees good Hungarian products on the market, for example the &T Tonics portfolio can clearly compete on the international market too.
Attila Piri
marketing director
Heinemann Testvérek
According to Attila Piri, marketing director of Heinemann, the mixer drink trend has been strengthening in recent years, partly coinciding with the rise of gin, which is why tonics in different flavours play a significant role in the category. Heinemann distributes the Thomas Henry range in this category, which concentrates on the HoReCa channel.
Erika Gyarmati
key account manager
Panna Cocktail
Erika Gyarmati, key account manager of Panna Cocktail Kft.:
“There is strong competition on the mixer drink market in Hungary, because there are much more players than in Western Europe. The market is shrinking, but competition is strengthening. Since 2016 we have been distributing the world-famous Fever-Tree Tonic, which has been voted the most popular mixer brand by the world’s top bars for a decade, in a poll by Drinks International magazine”.
Iván Takács
managing director
Eckberg Minőségi Ital
“Balatonic and &T are the best known Hungarian tonic and ginger beer producers, but several Hungarian craft breweries such as Monyó and Mad Scientist have started to manufacture similar products of their own”,
says Iván Takács, managing director of Eckberg Minőségi Ital Kft.
They are present on the market both as importers and wholesalers. They work directly with two South African brands, Barker and Quin and Fitch and Leedes.
Mixer drinks can produce big flavours with little effort
Handicap
Ákos Bősze
HoReCa business
development executive
METRO
“I believe that price is the main obstacle to the growth of mixer drinks and I don’t expect a boom in the near future either: it is simply difficult for the average person to afford these super-premium carbonated drinks”,
says Ákos Bősze, HoReCa business development executive of METRO.
In 2024 mixer sales decreased by 3-4% in METRO stores vs. the previous year. Dr László Pálffy adds that in retail premium tonics are being added to the quality gin range on the shelves. Thanks to the small format, consumers get fresh and full bubbles all the time, with a good temperature – unlike with large format drinks.
According to Attila Piri, the average barman knows the available brands, but unfortunately has no deeper knowledge. Most owners choose from the popular brands they can agree on the best price with. Even in the top bars they mayn’t base their decisions on quality.
Erika Gyarmati points out that the founders of Fever-Tree only use high-quality, sustainably sourced, natural ingredients in their mixers.
According to various surveys, 70-80% of mixers are sold in bars, restaurants and hotels, we learn from Iván Takács. In retail a quality 0.2-litre mixer costs between HUF 500 and 900. //
A switch from traditional to special
Consumers are searching for new flavours and they are open to more creative drink pairings. This trend is also setting new directions for producers, with an increasing number of exciting new innovations based on exotic and regional ingredients.
Syrups are also produced for high-end mixers
Greek company Three Cents has introduced a new fig leaf soda based on local produce, bringing flavours already popular in gastronomy to the world of drinks. In South America the Peruvian brand Mr Perkins satisfies the demand for exotic and special flavours with 16 bold mixer flavours, such as pink soda, Amazonian tonic and passion fruit.
The fading of the gin boom is making way for new drink pairings. New favourites include tequila and tonic, plus the emerging port and tonic combination. In addition to citrus and spices, new trends include limoncello spritz as a refreshing “sunset drink” and a resurgence of the espresso and tonic mix. //
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