A US-based Trinidadian is disrupting the beverage industry with a universal non-alcoholic mixer influenced by one of his grandfather’s recipes.
Zurena offers a portfolio of simple and versatile Caribbean drink mixes made with lemons, limes, passion fruit, mango, and Caribbean spices. Packaged in a 750ML bottle, the all-natural, sodium-free, gluten-free, and fat-free mixes come in two flavors: Tropical and Ginger, each with 15 grams of sugar per serving.
Founder and owner Nigel Smith describes the product as “magic,” as it can be added to any dark or white spirit, beer, wine, bubbly, club soda, juice, or tea to create high-quality Caribbean cocktails in seconds, without the need for professional mixology skills.
Tasting Panel Magazine gave Zurena 89 points, making it the first non-alcoholic mixer to be graded by the magazine. Zurena is more than just a drink to Smith; it is about “Uplifting Spirits,” a term he has trademarked. As a sponsor at Audi Fields, Smith infuses Caribbean aesthetics into his marketing, with a campaign called Lucky Row, where groups of people are selected and
given fedora hats, sunglasses, and mocktails made with Zurena, and encouraged to dance to soca music.
Smith is also honoring the legacy of his grandfather, Carlton Smith, a bartender and mixologist who entrusted secret recipes to his children and grandchildren. Zurena is available in bars and retailers in Washington DC, Maryland, Texas, and Grenada, and Smith is looking to expand to other Caribbean markets.