Millennials are consuming more spirits than older generations and are drawn to higher-quality craft and premium labels, according to leading US food and beverage flavour developing company FONA International. To match this trend, some brands are looking to intensify their R&D effort to create or reformulate more premium mixers, also experimenting with healthier and vitamin-infused mixes that may attract young, health-conscious drinkers. Interestingly, bitters like chamomile and rhubarb are gaining popularity in too-sweet cocktails.