Making Noise in a Growing Category: Mallows Mixers at the National Convenience Show

Last week, we took Mallows Mixers to one of the UK’s most influential trade events — the National Convenience Showat the NEC Birmingham.

For us, this wasn’t just about exhibiting.
It was about making a statement.

Why the National Convenience Show Matters

The National Convenience Show brings together thousands of retailers, wholesalers and buyers, all focused on one thing — what’s next in convenience retail.

From independent store owners to symbol groups and national accounts, the audience is commercially focused, fast-moving, and constantly looking for products that:

• Drive rate of sale
• Deliver strong margins
• Stand out on crowded shelves

Which makes it the perfect environment for a brand like Mallows Mixers.

The Mixer Category: A Quiet Powerhouse

While spirits often take centre stage, mixers and tonics are one of the most strategically important — and fastest evolving — segments in the drinks category.

Here’s what the data tells us:

• The UK mixers and tonics category is now worth £1bn+ at retail, with premium continuing to drive disproportionate value growth
• Premium tonics and adult soft drinks are outperforming standard carbonates as consumers trade up
• Over 70% of spirit serves at home are paired with a mixer, making it a critical part of the drinking occasion
• Shoppers are increasingly seeking:
  • Flavour-led options
  • Lower sugar / functional benefits
  • Premium, experience-driven choices

In short — mixers are no longer an add-on.
They are a core part of the purchase decision.

A Range Built Around Personality (and Purpose)

At the show, we didn’t just present a range — we presented a system that helps consumers choose.

Each Mallows Mixer has been designed with its own personality, making the range intuitive, engaging and easy to shop:

• The Classic One – Tonic Water
  Clean, crisp and perfectly balanced. The foundation of every great serve.
• The Zesty One – Mediterranean
  Fresh, citrus-forward and full of energy. Designed to brighten and lift.
• The Spicy One – Ginger Beer
  Warming, complex and full of depth. Built for darker spirits and richer serves.
• The Sweet One –  Lemonade
  Lightly floral, smooth and approachable. The crowd-pleaser.
• The Skinny One – Light Tonic
  Lower calorie, lighter profile — without compromising flavour.
• The Radiant One – Collagen Tonic
  Infused with collagen. A modern mixer for today’s functional consumer.
• The Mysterious One – Elderflower
  Aromatic, layered and unexpected. Designed to add discovery to every serve.

This isn’t just branding — it’s range architecture designed to drive purchase.

Designed for Convenience Retail

Convenience is a unique channel.
Products need to work harder, faster, and more efficiently.

Mallows Mixers are built with this in mind:

• Strong shelf standout through bold, personality-led branding
• Clear range segmentation to simplify shopper choice
• Premium positioning with accessible price points
• Formats suited to both single serve and take-home occasions

For retailers, this unlocks:

• Incremental basket spend
• Cross-category sales with spirits
• A premium offer without overcomplicating the range

The Reaction

The response at the National Convenience Show was clear.

Buyers aren’t just looking for another tonic.
They’re looking for something that:

• Feels different
• Solves a category gap
• Brings energy to the shelf

And that’s exactly where Mallows Mixers landed.

What This Means Moving Forward

The mixer category is evolving — fast.

Consumers are trading up.
Retailers are refining ranges.
And brands that can combine quality, identity and commercial performance will win.

For Mallows, this is just the beginning.

We’re here to:

• Support retailers with category growth
• Bring innovation that actually sells
• Build a mixers brand consumers actively look for something new