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  • Refreshing Holiday Mixes

    • 07/01/2016
    • ADB
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    American Bars has written quite a bit about how the craft cocktail movement has given rise to a resurgence of great bars. These are places that appeal to discerning customers who favor premium blends from small-batch distilleries and house-made mixers flavored with local fruit, herbs and spices; just the refresher for summer.

     

    So, guess what? The best mixes are coming from a teetotaler. Bob Safford was impressed by the creativity of top mixologists and the hip, well-heeled crowds they attract. As a non-drinker, however, he grew tired of sitting on the sidelines when friends would order concoctions far more interesting than his Diet Coke or non-alcoholic beer.

     

    “I remember one night in particular where everyone was talking about the great herbs and spices in their drinks, and it hit me: Why can’t you do this with a soda?” said Safford, who did just that with JOIA, an all-natural beverage.

    Safford researched several alternative soft drinks before he launched JOIA in June 2011. None had flavors as complex or adventurous as his vision, and some included artificial ingredients.

    Now, Bob is not a novice to food, drink and experimenting with it all. He is a retired exec from General Mills, so he knows food. “There’s a strong demand quality products made with natural fruits and spices. That kind of creativity just isn’t possible at mega-manufacturers, he said, and consumer demand is making it possible for more small-batch producers to achieve success.

    After developing nearly 100 bizarre flavors way back in 2010, Safford used focus groups and in-home demonstration parties to winnow the field to just four signature distinct combo flavors: Pineapple Coconut & Nutmeg; Lime Hibiscus& Clove; Blackberry Pomegranate & Ginger; and Grapefruit, Chamomile & Cardamon.

    Success quickly followed by being named Best Carbonated Beverage of the year in 2011 by BevNet.  The buzz created opportunities to expand.

    Though they are not yet available in all JOIA markets, the company has introduced two new flavors, Orange Jasmine & Nutmeg and Ginger Apricot & Allspice. Don’t be surprised if Cranberry Pear & Allspice. Did we mention it is coming out in cans now?

    While JOIA was inspired as a non-alcohol beverage option, Safford does not object if anyone decides to punch up the flavor with their favorite spirits. The brand's website even offer suggestions for cocktail pairings.  

    “That’s a little controversial within the board of the company,” conceded Safford. “It’s an irony, right? But because of the way these are made it’s not surprising that these are great mixers. If you talk our Lime Hibiscus & Clove and add some gin and lime, it’s an insanely good drink.”

    Joia has introduced a new line of canned premixed cocktails called Joia Spirit that the company describes as combining “the best of two major beverage trends: the craft distilling craze and the recent trend towards hard sodas.”

    Joia Spirit will be available in three varieties — Cosmopolitan, Greyhound, Moscow Mule — each made with the brand’s mixologist-inspired sodas and premium vodka. The drinks are 6-7 percent ABV.

    Joia co-founder and CEO Bob Safford described the brand extension as “a natural evolution” for the company. Safford cited “lots of activity in the space with the explosion of hard soda and a few RTD craft cocktails” as spurring the development of Joia Spirit. He noted that the new cocktails are designed to be higher quality and better tasting than malt-based products on the market.

    “We do not believe most of the malt-based products taste very good,” Safford said. “We believe it’s the logical next step of the trend moving from craft beer to craft distillery and now to RTD cocktails with great taste, higher quality natural ingredients and on the go convenience to fit with millennials’ lifestyles.”

    Although the premium set of premixed cocktails is still in its infancy, Safford believes that it will eventually be “bigger than craft soda.”

    “An explosion in food service will significantly expand the scope of craft sodas,” he said. “But bringing innovation to the RTD cocktail space with the best tasting spirit-based drink is an even bigger opportunity that is distinct from and protected a bit from many of the other trends affecting the beverage category today.”

    This holiday weekend, enjoy some refreshing new mixes.

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Refreshing Holiday Mixes

American Bars has written quite a bit about how the craft cocktail movement has given rise to a resurgence of great bars. These are places that appeal to discerning customers who favor premium blends from small-batch distilleries and house-made mixers flavored with local fruit, herbs and spices; just the refresher for summer.

 

So, guess what? The best mixes are coming from a teetotaler. Bob Safford was impressed by the creativity of top mixologists and the hip, well-heeled crowds they attract. As a non-drinker, however, he grew tired of sitting on the sidelines when friends would order concoctions far more interesting than his Diet Coke or non-alcoholic beer.

 

“I remember one night in particular where everyone was talking about the great herbs and spices in their drinks, and it hit me: Why can’t you do this with a soda?” said Safford, who did just that with JOIA, an all-natural beverage.

Safford researched several alternative soft drinks before he launched JOIA in June 2011. None had flavors as complex or adventurous as his vision, and some included artificial ingredients.

Now, Bob is not a novice to food, drink and experimenting with it all. He is a retired exec from General Mills, so he knows food. “There’s a strong demand quality products made with natural fruits and spices. That kind of creativity just isn’t possible at mega-manufacturers, he said, and consumer demand is making it possible for more small-batch producers to achieve success.

After developing nearly 100 bizarre flavors way back in 2010, Safford used focus groups and in-home demonstration parties to winnow the field to just four signature distinct combo flavors: Pineapple Coconut & Nutmeg; Lime Hibiscus& Clove; Blackberry Pomegranate & Ginger; and Grapefruit, Chamomile & Cardamon.

Success quickly followed by being named Best Carbonated Beverage of the year in 2011 by BevNet.  The buzz created opportunities to expand.

Though they are not yet available in all JOIA markets, the company has introduced two new flavors, Orange Jasmine & Nutmeg and Ginger Apricot & Allspice. Don’t be surprised if Cranberry Pear & Allspice. Did we mention it is coming out in cans now?

While JOIA was inspired as a non-alcohol beverage option, Safford does not object if anyone decides to punch up the flavor with their favorite spirits. The brand's website even offer suggestions for cocktail pairings.  

“That’s a little controversial within the board of the company,” conceded Safford. “It’s an irony, right? But because of the way these are made it’s not surprising that these are great mixers. If you talk our Lime Hibiscus & Clove and add some gin and lime, it’s an insanely good drink.”

Joia has introduced a new line of canned premixed cocktails called Joia Spirit that the company describes as combining “the best of two major beverage trends: the craft distilling craze and the recent trend towards hard sodas.”

Joia Spirit will be available in three varieties — Cosmopolitan, Greyhound, Moscow Mule — each made with the brand’s mixologist-inspired sodas and premium vodka. The drinks are 6-7 percent ABV.

Joia co-founder and CEO Bob Safford described the brand extension as “a natural evolution” for the company. Safford cited “lots of activity in the space with the explosion of hard soda and a few RTD craft cocktails” as spurring the development of Joia Spirit. He noted that the new cocktails are designed to be higher quality and better tasting than malt-based products on the market.

“We do not believe most of the malt-based products taste very good,” Safford said. “We believe it’s the logical next step of the trend moving from craft beer to craft distillery and now to RTD cocktails with great taste, higher quality natural ingredients and on the go convenience to fit with millennials’ lifestyles.”

Although the premium set of premixed cocktails is still in its infancy, Safford believes that it will eventually be “bigger than craft soda.”

“An explosion in food service will significantly expand the scope of craft sodas,” he said. “But bringing innovation to the RTD cocktail space with the best tasting spirit-based drink is an even bigger opportunity that is distinct from and protected a bit from many of the other trends affecting the beverage category today.”

This holiday weekend, enjoy some refreshing new mixes.

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