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Mojitos Make their Mark

By: Kristen Walker, Mintel
Posted: June 12, 2009

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For consumers looking to serve mojito-inspired cocktails at their next mixer, Bacardi recently introduced its Bacardi Silver Mojito Premium Malt Beverage party pack in the United States. The variety bottle pack includes three mojito flavors: original, pomegranate and mango. For a more convenient way to mix-up mojitos at home, Smirnoff recently launched vodka mojito-flavored liquor in France. Complete with lime and mint flavors, consumers simply add club soda and garnish to create their own vodka-based mojito cocktails.

Beyond Cocktails

As the signature lime and mint mojito flavor combination continues to gain popularity, it has emerged in retail categories outside of cocktails. In Germany, for example, Pepsi recently introduced Pepsi Light Mojito—a calorie-free lime, mint and cola beverage that is available only for a limited time. Beyond food and beverage, the combination of mint and lime has inspired formulations in the personal care sector. For example, this month 10 Cane rum partnered with the Malin+Goetz personal care company to create a limited edition mojito lip balm. Formulated with natural mint and lime extracts, the flavorful lip treatment claims to instantly restore and replenish.

The mojito has rapidly gained popularity on US cocktail menus, exposing more American diners than ever before to traditional Cuban flavors. With this growing popularity has come an influx of innovation, and more purveyors are seeking to put their own spin on the traditional concoction. Although retail applications are just beginning to emerge, we are likely to see new manufacturers, in beverage segments and beyond, incorporate mint and lime essences into more products.

Mintel Global New Products Database (GNPD) tracks new product launches, trends and innovations internationally. For more information, click here or call 1-312-932-0600.