Drink companies are forever throwing cash at trendspotters and innovation agencies to find new ideas to keep their business alive. A lot of this money is wasted - sometimes, the...

Drink companies are forever throwing cash at trendspotters and innovation agencies to find new ideas to keep their business alive. A lot of this money is wasted – sometimes, the ideas don’t come from watching LES kids downing shots of cheap whiskey with their cheap beer. And, sometimes the ideas come from folks running other businesses that go, ‘hmm – our products would go nice with vodka’.

The WSJ’s Start Up Journal documents the entrepreneurs who are bringing new life to the drinks sector with their cocktail mixer selection. Initially the company behind Stirrings was a mail-order company for local island foods with a concentration in spice rubs, but the founders found eventual success when they launched Stirrings Essences: a line of cocktail flavors including rosemary and rose petals as well as a line of bar ingredients, such as blood-orange bitters and pomegranate grenadine.

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