Cerveza Mixers has introduced its inaugural product El Hombre, a premium beer mixer based on the centuries old Michelada.
Founded by Liz Ngo, a former tech executive, Cerveza Mixers was created to ignite the global beer market by introducing drink mixers specifically developed for beer as the primary medium; with the option to include spirits for added flavor complexity.
Ngo based on consumer taste tests and market research said: "We are merging three accelerating markets: beer, spirits, and ready-to-mix.
"The market readiness and commercial viability of the beer cocktails category is here."
Based on recent Global Beer Market 2016-2020 reports and other market research:
Beer is the highest consumed alcoholic beverage and the third-most consumed beverage after water and tea.
Several breweries are adding innovative beer flavors.
The standard lager segment dominates the market and is expected to occupy more than 56% of the total market share by 2020.
Beer cocktails have been making their way to market; while craft beers have been around for decades. Cerveza Mixers is now introduced to set out on an alternative path.
Ngo said: "We created a product with a broad range of quality driven ingredients so consumers can pour and mix with confidence.
"A multi-faceted mixer that complements lagers and ultimately, a product that provides value to a channel of customers (small restaurants, food trucks, outdoor venues, etc.), that want to serve a drink with the taste and essence of a cocktail; but limited by a license that permits selling only beer; yet adaptable for the inclusion of spirits such as Tequila, Mezcal, Bourbon, Whiskey/Whisky, or select Soju if the license and interests are there."
Liz Ngo enlisted experts that included mixologists, beverage consultants, and chefs. One notable chef is Chef George Morrone of San Francisco, California said: "When I was asked to consult, the ingredient forward approach and thoughtfulness to flavor and quality consistency was compelling. Taking a classic and pivoting towards an emerging product category was an endeavor I was excited to be a part of."
Cerveza Mixers unveiled its mixer with the popular and growing San Francisco restaurant Tropisueño. Tropisueño, Ybl Restaurant Group Co-Owner Michael Sopher said: ''When George introduced me to Liz and the product; which is essentially a mixer for Micheladas or Bloody Marias, I was intrigued as we already had our own in-house blend and I wanted to understand: what made it special?"
"After doing a side by side comparison, the difference was clear. The mixer could range with light, amber, or dark Mexican Lager; allowing for customer's beer preferences to stay in-tact.
It was a base that provided a path to upsell with a spirit; giving it a richer dimension; while increasing drink pour margins. My team can deliver a consistent drink product and with added time savings, engage more with our customers."
Community advocacy is integral to Cerveza Mixers Inc. On September 8, 2016, the company will introduce their limited edition PRIDE product(s) during San Francisco's GLAAD Gala event with proportion of net profits going towards LBGTQ programs.
We care about community, civic rights, & awareness. The LBGTQ community is not any different than our own company: forging a new path to establish our own identity; while helping to provide the education and means for all others to do the same."
Cerveza Mixers will be available to purchase online for general availability later this month, and at select on premise locations nationwide.
