Pepsi is launching a line of cocktail mixers, as competitors like Coke bet on the lasting popularity of hard seltzer

• Pepsi is launching a line of four cocktail mixers under a new brand, Neon Zebra.
• The drink mixers will be available nationwide in retail and online stores March 1.
• Pepsi's move differs from competitors, like Coke, that have bet on hard seltzer's popularity.

PepsiCo is launching a line of cocktail mixers under a new brand, Neon Zebra, as trends continue to show more consumers drinking at home.

The new line of drink mixes features four flavors: Margarita Mix, Strawberry Daiquiri Mix, Mojito Mix and Whiskey Sour Mix.

More people have turned to imbibing at home as the pandemic has forced millions to stay at home and placed capacity restrictions on bars and restaurants.

During the first seven weeks of lockdowns - a period ending April 18, 2020 - "brick-and-mortar alcohol dollar sales were up just 21%, while online sales of alcohol skyrocketed to over 2X that of a year ago, up 234%," according to Nielsen. The National Restaurant Association said the restaurant industry as a whole saw $240 billion fewer sales than expected in 2020.

"With at-home cocktail consumption on the rise, we saw an opportunity to build and disrupt this fast-growing category with a product that meets consumers' needs for convenience - to cut out time and mess without compromising on quality and taste," said Emily Silver, VP of Innovation & Capabilities, PepsiCo Beverages North America. Silver added, "Neon Zebra adds a new level of personality in the cocktail mixer category with its bold flavors and colors and easy-to-use, recyclable mini-can format."

The product's launch also signals that Pepsi is taking a different approach in appealing to consumers who are seeking alcoholic alternatives to beer and wine.

Hard seltzers have become a boon for the alcohol industry: Within the latest 52-week period ending February 13, 2021, hard seltzer sales were up 145% compared to the last two years, totaling more than $4.3 billion, according to data provided by Nielsen.

Last year, Coca-Cola announced that it will be releasing hard seltzers in Latin America under Topo Chico, its sparkling mineral water brand. Bud Light and Anheuser-Busch also announced last year the launch of their own hard seltzer drinks.