Waitrose adds bespoke mixers as premium spirits sales soar

Waitrose is adding a range of mixers created specifically for certain spirits.

Sekforde’s mixers come in four variants: Whisky & Bourbon, which a sparkling blend of Sicilian orange, rosemary and gentian bitters; Light & Spiced Rum, which is a sparkling blend of lime, mint, rose and cacao; Gin & Vodka, a sparkling blend of raspberry, rose and sage, described as “a quinine free alternative to tonic”; and Tequila & Mezcal, which is a sparkling blend of prickly pear, fig and cardamom.

Pierpaolo Petrassi MW, head of drinks buying at Waitose, said: “We are thrilled to be working with Sekforde on this range of interesting and innovative mixers.

"As our customers become more discerning with their spirits, it only seems right to offer premium mixers which enhance the specific flavours. Served over ice, they are also a sophisticated soft drink alternative for those looking for a non-alcoholic option with great flavour.”

Sekforde mixers are available now in Waitrose stores and online, priced £1.95 for 50cl.  The drinks are 100% natural and with less than 40 calories per 20cl serve. 

Spirits sales are in growth in Waitrose. The retailer reported 8.5% growth in sales for spirits this January, compared to the same month in 2018. It said sales were driven in part by Seedlip, which is also drunk in partnership with premium mixers. Sales of rum are up by 12.5% year-on-year. 

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