Mott's introduces margarita Mix

Mott's, Inc., a Stamford, Connecticut-based subsidiary of Cadbury Schweppes plc (London), is introducing a new margarita mix. Margaritaville Margarita Mix is said to feature outstanding quality with a premium taste in a pre-made mix. The new mix became available in selected markets in November 2000.

"You can get to Margaritaville one of two ways. The straight route—poured over ice, or the slushy route—in a blender," said Joanna Ebert, Mott's senior product manager, mixers. "Either way is easy—just add tequila to the mix."

Mott's newest cocktail product is partnering with Seagram's Margaritaville Tequila.
"This is a great time to be launching a new cocktail mixer product," continued Ebert. "The category has been on an upswing over the past several years with record growth this year of 13%. Margarita mix is not only the biggest contributor to sales, it is also the fastest-growing segment of the category at approximately 16%. In addition tequila consumption is growing, exceeding its category by almost three times. Over 50% of tequila is consumed in margaritas."

Mott's internal research indicated that 83% of adults surveyed were aware of the name Margaritaville and closely identified with the imagery associated with it. 100% of these consumers associated the name Margaritaville with margaritas.

The product will be launched initially in the top ten margarita and tequila markets of Arizona, California, Colorado, Florida, Georgia (Atlanta), Illinois (Chicago), Louisiana, Nevada, New Mexico and Texas. A national rollout is scheduled for January 2000.

Edited by Scott Hegenbart,
Managing Editor, Food Ingredients Online