How brands are elevating mixology, flavour fusion, to make impactful statement
By Felicia Nwosu
As brands continue to catch up with the fast-evolving consumer landscape, they are proving that the most memorable moments don’t come from standing alone, but from mixing with the right company.
Across Nigeria’s lifestyle and beverage scenes, a new wave of brand partnerships is reshaping the art of mixology, where juice meets gin, malt joins herbs, soda fuses with spirits, and flavours take on bold new forms.
The result is not just drinks, but experiences: colourful, layered, and refreshingly collaborative. At the centre of this movement is the growing understanding that shared creativity builds stronger brand equity.
As mixology continues to make waves, some brands are leveraging the trend to deepen connection with consumers by introducing competition in the art.
Modo Sylvester, Brand Ambassador, Diageo Nigeria, affirmed that people now appreciate better drinking, not just drinking but valuable and quality drinking more as they appreciate memorable experiences while explaining how the trend has help to reposition the jobs of bartenders.
Bodam Taiwo, Customer Marketing Director, West and Central Africa, said the essence of embracing mixology is to help people to care about what they drink, in the same way they care about what they eat.
She said the aim is to demystify premium spirits and encourage a more sophisticated drinking culture. “We want to break down the mindset that drinking spirits is complicated. You deserve to enjoy luxurious drinks in your everyday life.”
She also encouraged consumers to explore the versatility to challenge bartenders to create unique, personalized cocktails.
Other experts in the spirit markets asserted that when two or more brands combine their unique attributes, be it flavour, vibe, or audience, they not only co-create something new but also cross-pollinate interest and loyalty. This is the kind of collaboration that turns casual consumers into engaged communities.
Coca-Cola is one of the most consistent players in this space, a brand that has mastered the balance between legacy and reinvention.
In Nigeria, Coca-Cola has actively collaborated with various spirits, including Jack Daniel’s, Hennessy, Jameson, Campari, Johnnie Walker, Don Julio, and Singleton to inspire cocktail culture across lounges, festivals, and nightlife spots.
The classic rum and Coke or whiskey and Coke has evolved with regional twists, where local bartenders add zesty infusions or indigenous ingredients to make the drink feel fresh and local.
With campaigns that highlight these pairings and activations that bring them to life, Coca-Cola is not just a mixer, it is a co-creator in social energy.
Jameson Connects, a cultural platform by Jameson Irish Whiskey, has gone beyond drinks to foster authentic collaborations with local creatives, fashion brands, and food vendors.
At its heart, though, are cocktails that blend the spirit with Chapman mixers, zobo syrup, or local fruit infusions, transforming familiar tastes into exciting new drinks.
Chivita’s #ChivitaStyleNSips series also stands out as a mixology-forward collaboration model. The juice brand has partnered with lifestyle influencers and events to promote fruit juice cocktails and mocktails that tap into Nigeria’s vibrant social culture.
From pineapple-and-mint mixers to tropical mango blends paired with spirits, Chivita’s presence at style-focused events subtly reinforces the idea that it belongs in every curated moment.
Fayrouz, known for its premium non-alcoholic malt credentials, is often seen at elevated experiences where it’s paired with gin or vodka to create light, fizzy cocktails.
With its crisp flavour and elegant bottle design, Fayrouz has become a go-to base for bartenders and brand curators looking to offer refreshing alternatives to traditional mixes.
Pepsi, with its bold rebranding, is another player using mixology to stay front-of-mind. From event sponsorships to lifestyle content, Pepsi has partnered with both spirit brands and snack brands to create flavour-forward experiences that live in clubs, food festivals, and digital spaces.
Its vibrant new visual identity now aligns with curated drink menus that make Pepsi the star of a well-mixed night out.
Redbull Energy Drink & Pravda Vodka
This strategic move by both brands has created a unique connection for its consumers especially for their legendary equity over time
Chivita Packet Juice & Absolut Extrakt Vodka
Absolut Extrakt Vodka, a Swedish heritage brand, has teamed up with Chivita orange juice to create a unique and modern twist on traditional Swedish ‘snaps’.
The vodka’s smooth and spicy flavor profile, featuring warm green cardamom and other secret ingredients, pairs perfectly with Chivita’s bold and delicious orange juice, setting the mood for celebration.
There’s beauty in a well-balanced blend, and business in shared attention. Every garnish, every fizz, every clink of the glass now carries the weight of multiple brands blending their strengths.
This simply means that, in an era that rewards innovation, these partnerships tell a compelling story: that flavour is more fun when it’s shared, and that in branding, as in cocktails, it is often better to stir things up together
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