Smoothies, functional drinks, tea and flavored water drinks are literally on everyone's lips - now alcoholic drinks also want delight with refreshment. Alcoholic “Better for you” drinks are now supposed to put less strain on the organism and at the same time bring new, fruity taste experiences.
Since people tend to drink less alcohol, beer and cider brands with a lower alcohol content will conquer supermarket shelves in the future. According to Mintel trends, companies especially, when they produce beer and cider now have new opportunities if they invest in innovative flavors, organic ingredients and healthier recipes.
For inspiration: The label Briska launched a cider with a high fruit juice content in Sweden with a modern taste combination of mango and apple. Thornbridge & Fourpure Brewing Co describes its innovative UK beer creation in terms of taste as a "creamy milkshake with fresh strawberries and a hint of vanilla", and in the Netherlands Lowlander wheat beer stimulates consumers' taste buds with ginger and kaffir lime.
Nielsen also emphasizes the increasing popularity of "sparkling cocktails", which are also becoming more widespread in the non-alcoholic beverage segment.
Cloudy beer and cider combined with functional drinks such as kombucha or tea reach consumers who are looking for drinks with health benefits. The New Belgium “The Hemperor HPA” Beer was positioned in the USA as a hop beer with hemp seeds and a natural taste.
These new product developments mean that craft beer has developed from a niche product to a popular mass product: According to Beverage Daily, craft beer sales increase by five percent in the U.S. in 2018. In 2007, there were only 1,511 craft beer breweries in the U.S., while the number has risen to around 7,000 in 2019.
With spirits, the demand for high quality products is significantly increasing. According to the Brindiamo Group, sales of spirits from the "Super Premium" and "High End Premium" brands increased by six and seven percent in 2018.
While classic vodka has always enjoyed great popularity, in future it will increasingly be presented in reduced-sugar versions but also spiced up with unusual flavors such as yuzu or kumquat. A range of new, innovative flavors can also be expected for whiskey.
The classic gin and tonic will be enhanced with premium tonics in the future. Less sugar is also the credo as an original overall positioning that is exciting, interesting and "instagrammable"!
It will also be exciting when more and more classic alcoholic beverages such as sherries, vermouths or sakés with less or no alcohol find their way into the supermarket branches.
Not only for soft drinks, but also for alcoholic beverages in future: More naturalness and less artificial additives are the key to success.
Anyone who relies not only on natural, plant-based ingredients, but also on environmentally friendly packaging will hit the taste buds of conscious consumers and will also conquer their hearts. Packaging is increasingly becoming the focus of consumers: for 72 percent of consumers in Italy and Spain, the topic of packaging waste has increased in the past year. 71 percent of beer drinkers in the UK believe that it is crucial for beer brands to rely on environmentally friendly packaging and 47 percent of consumers are in favor of refillable beer bottles. You can score if you communicate the benefits for environmental protection visibly on the packaging!
The new health awareness doesn´t stop at alcoholic beverages either. These are becoming more and more popular as alcohol-free or -reduced variants. Alcohol-reduced and craft beer as well as fruit wines with innovative flavors that offer taste experiences as well as all alcoholic products that can be bought in environmentally friendly and sustainable packaging will conquer the hearts of consumers.
"Beverage Trends - The latest trends and product highlights in juices, beer and carbonated soft drinks", Dora Szarvasi, Mintel 2019