Regatta Expands Into Craft Mixer Category

Regatta, creator of Regatta Classic Bermuda Stone Ginger Beer, announced the evolution of the brand’s product offerings into the dynamic craft mixers category. Beginning in March 2019, Regatta Dry Citrus Sparkling Tonic, Regatta Royal Oak Ginger Ale and Regatta Pacific Sea Salt Club Soda join flagship Regatta Ginger Beer and Regatta Light Ginger Beer. The full line-up of Regatta premium craft mixers create a complex yet well-balanced flavor palate that mixes well with any spirit.

Sam Zarou, CEO of Affinity Beverages LLC, commented, “Our flagship product – Regatta Ginger Beer — is a multi-year winner of SIP Awards’ highest recognition and widely recognized as the industry standard. We are thrilled to build on our expertise and expand our presence in the explosive craft mixer space where variety and craftsmanship are paramount.”

“Consumers today are tuned in and educated about the products they consume,” added Zarou, “They want products that share their values and enhance their lifestyle. Regatta Craft Mixers are expertly crafted in small batches using the finest ingredients to appeal to these discerning customers. Our products are American-made, non-GMO project verified, and use the finest natural ingredients and no artificial preservatives. Simply said, our craft mixers make better cocktails and are available in packaging that fits our active and social lifestyle.”

Regatta Craft Mixers are packaged in a new 8.4 oz. “perfect-pour” slim can 4-pack format that sets Regatta apart from the competition and is the ideal package for today’s on-the-go occasions. It is lighter weight and more convenient than glass while providing the perfect amount for creating cocktails without leftovers in the can. For customers, this means easy transport and less waste – two important considerations for this active set. Regatta also offers its Classic Ginger Beer in an 8 oz. squat can for on-premise accounts, a package that is preferred by bartenders.

In 2016, Affinity Beverage LLC purchased the Regatta brand. Under new ownership, the company has been aggressively investing resources to expand the Regatta product range, improve brand identity and packaging, increase sales and marketing efforts and launch new activation programs. Zarou concluded, “Our new company structure and philosophy allows us to be more agile and reactive to the changing dynamics of the marketplace. The debut of our expanded line of premium craft mixers marks the beginning of a new era of innovation for Regatta Craft Mixers.”

Regatta is supporting the debut of its new craft mixers with a full service marketing plan and expanded sales efforts, including investing additional sales resources against growth in the liquor, grocery and other retail channels.