Coca-Cola has quietly discontinued its range of signature mixers.
The soft drinks giant launched the four-strong range in 2019, in a bid to tap growing interest in dark spirits. It created the flavours – Smoky Notes, Spicy Notes, Herbal Notes and Woody Notes – in partnership with “top bartenders from around the world”.
However, The Grocer can reveal the mixers have now been completely removed from sale.
A spokeswoman for Coca-Cola Europacific Partners confirmed it had “made the decision to discontinue Coca-Cola Signature Mixers in Great Britain”, but stressed the mixer category “remains an important part of our portfolio and we continue to invest in our Schweppes brand, the number one mixer brand in GB”.
It is understood the onset of the pandemic in 2020 made it difficult to scale the mixers due to the closure of the on-trade.
The CCEP spokeswoman added the business was “focused on scaling hero products across a streamlined portfolio, whilst always evaluating what’s performing well and what’s not. In line with consumer and customer feedback, we prioritise our best-performing innovations which include Coca-Cola Creations Limited Editions and Fanta’s #WhatTheFanta.”
Indeed, recent months have seen the business roll out a number of new drinks under its Creations sub-brand, including the limited edition Intergalactic and Dreamworld drinks.
Dreamworld, the most recent, was said to be inspired by “the playfulness and brightness of dreams”, while its predecessor Intergalactic was claimed to be inspired by space and space travel.
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