Homemade Cocktails: A New Player in the Mixers Space
Homemade cocktails are on the rise, with a plethora of brands vying for the attention of budget-conscious consumers. One newcomer to the mixers market is aiming to elevate the at-home bar experience for consumers.
Introducing Badger Bevs, a brand that launched this spring with a lineup of premium mixers including Ginger Beer, Tonic Water, Club Soda, Sparkling Grapefruit, Sparkling Blood Orange, and Ginger Ale. Setting itself apart from other shelf-stable mixers, Badger Bevs prides itself on using high-quality ingredients designed to complement top-shelf spirits. The brand is currently available exclusively at select liquor stores and high-end bars.
Founded by David Vogel, a seasoned executive with over two decades of experience in the consumer packaged goods industry, Badger Bevs aims to cater to the growing demand for premium, domestically manufactured cocktail mixers.
Vogel, drawing on his previous roles at companies like Blue Buffalo and The Chef’s Warehouse, recognized the industry’s shift towards higher quality, premium ingredients. This insight led him to create a brand that offers a superior product made locally.
The Mixologist Seal of Approval
Developing their mixers over several years, Badger Bevs enlisted the expertise of renowned bartenders and mixologists to perfect their formulas. Jillian Vose, a prominent figure in the New York City bar scene, joined the brand early on and played a key role in crafting their unique flavors.
Vose notes the surge in at-home bartending during the pandemic, which sparked a demand for high-quality ingredients that consumers could use without the hassle of extensive preparation. Badger Bevs’ specialty mixers aim to deliver the same level of quality found in upscale bars.
While competing with established mixer brands like Q Mixers and Fever Tree, Badger Bevs differentiates itself by focusing on high-end bars and independent liquor stores rather than mass distribution. Vogel emphasizes the brand’s commitment to being local and specialized, catering to discerning consumers who appreciate quality over ubiquity.
Currently available in the Northeast and parts of the Midwest, Badger Bevs plans to expand further westward, leveraging strategic partnerships with distribution giants like Chef’s Warehouse and LPG Family Distributors.
Looking ahead, Badger Bevs is already planning new cocktail mixers for next year, ensuring they stay ahead of the curve in delivering bartender-approved quality to home mixologists.