Mixers sit at an odd place in the ever-evolving beverage industry. Last year, sales in mixers dipped alongside the rise in adult non-alc sales. In turn, mixer brands have positioned themselves as elevated zero-proof options and cocktail ingredients – sometimes they have even tried their luck in the ready-to-drink aisle. Cheeky Cocktails is one of those premium mixers on the market. Founded in 2020 by bar industry veteran, April Wachtel, Cheeky offers high-quality, all real ingredient mixers and syrups that make labor intensive cocktails easier for both bars and consumers. She went for broad utility – her collection helps make 28 of the top 50 cocktails in the world – and things like the espresso syrup, lime/lemon juices, simple syrup and agave syrups are the top sellers. Those products require zero explanation to on-prem accounts, where on a national scale Wachtel has found a good fit. Retail chains, however, have also been picking up the product this year, illustrating that the RTDs have not completely killed the at-home cocktail. As Wachtel works to close a $1 million round with nearly half in the bag, the question she’s faced with from investors these days is where does Cheeky fit between vice or not vice (alc or non-alc)? Her answer is less focused on the trends and more on the evergreen: that food and beverages are always at the forefront of how we celebrate. The question should really be how are consumers celebrating? In the case of Cheeky’s mixers, do they want to try creating something new, have a passion for DIY, want to share a creation with someone, and does this product facilitate connection during that occasion? If we apply that theory to Gen Z it also helps us move beyond the blanket statements about whether the kids are or drinking or not, and more into discovery about what rituals – that yes, may take place online as well – are important to consumers. | 
