Regatta Craft Mixers Sets Sail in Retail Channel Waters

By Lorrie Baumann

Regatta Craft Mixers has launched a retail line of premium cocktail mixers with a brand that already has customers behind the bars in 25 states across the country. The line, now packaged in carefully designed cans illustrating the brand’s aspirational appeal, has a following wind from consumers who favor clean ingredients and complex flavors, even when they’re indulging.

“Gone are the days, in my opinion, of people ordering generic cocktails with low-end mixers. The spirit game has elevated significantly in the last 10 years toward premium and premium-plus spirits. For the most part, the mixer side hasn’t evolved that much, and is just now catching up,” said Sam Zarou, Regatta Craft Mixer’s Chief Executive Officer. “We’re looking to complement the trend on the spirit side by offering a premium experience to the consumer from start to finish.”

When Stan Rottell founded Regatta Craft Mixers in 2006, he just wanted to make a classic Bermuda stone ginger beer, with a balanced flavor that was a little more citrus-forward than a spicier Jamaican-style ginger beer. He built a business around the beverage that’s now Regatta Craft Mixers’ Classic Bermuda Stone Ginger Beer, which has become popular with bartenders, especially those along the East Coast, for its small batch quality and natural ingredients. Zarou and his partners bought the thriving company in 2016 with the intention of expanding the product line and going deeper into the retail channel. To accomplish this, they would build on the market strength of consumers who had already been introduced to Regatta by their favorite bartenders and who were receptive to the idea that they could duplicate their restaurant-quality experiences in their own homes.

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Light Ginger Beer has been followed by Royal Oak Ginger Ale, Dry Citrus Sparkling Tonic and Pacific Sea Salt Club Soda. The Dry Citrus Sparkling Tonic brings out the botanicals of any gin and also pairs well with vodka, tequila or any rum. Royal Oak Ginger Ale is smooth and sweet with oak barrel and ginger flavors. It pairs well with bourbon as well as vodka, gin and tequila. Pacific Sea Salt Club Soda is a zero-calorie option with the balance of flavor and carbonation to make a great gin and soda or vodka and soda. All of the mixers are non-GMO. “The new line is resonating with its packaging and graphics, flavor profiles, and the Non-GMO Project verification,” Zarou said. “As consumers become more interested and educated on what’s inside the products they are drinking, I think they will eventually demand that kind of transparency.”

Along with the retail launch comes the necessity of scaling up the enterprise to accommodate the new market. Zarou says the company is well prepared to do that without compromising product quality. The distribution network is in place, and marketing and sales are tooled up and ready. Ingredient suppliers are ready to deliver.

“It’s a very well capitalized business with a very smart board that is well resourced….This is not a spray-and-pray model. Everything we do has to make sense,” Zarou said. “We have secured the ability to produce at scale with favorable economics for the company for the foreseeable future…. We’re really focused on the best ingredients; we’re a premium craft mixer. The second we stop focusing on that, why do we exist? The ingredients are uncompromisable – it’s just never on the chopping block.”
For more information, visit www.regattacraftmixers.com.