Top 10 hybrid drinks

5th December, 2013 by Andy Young

Pre-mix or “hybrid” drinks have been tipped to be the next big trend in the drinks industry, but which brands are at the front of this movement?

Drinks and cocktailsIn a recent feature AskMen.com claimed that “hybrid booze” was one of the key drinks trends of 2013, writing that “almost all of the new hybrids are designed to target the nightclub scene.”

A recent report about hybrid drinks in Shanken Daily News, said that “one major player that’s found success in this area is Pernod Ricard USA with Malibu Red.”Josh Hayes, senior brand director for Malibu at Pernod Ricard USA, said: “We’re finding broad appeal, particularly with multicultural consumers.

“The idea that a product resides solely in one category is no longer true in consumers’ minds. People are more experimental than ever before.”

Whether this trend is an extension of the cocktail craze, or has come from people experimenting at home is unclear, but more and more drinks companies are bringing together drinks in hybrid brands.

As recently reported on db.com UK distributor Bottle Green has made its first step outside the wine category by forming a partnership with pre-mix brand Nuba Cocktails.

Click through the following pages for our look at 10 hybrid drinks.

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