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Alcoholic Beverages Trends 2019


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Globally the market for alcoholic beverages is growing. Especially craft beer and cider, calorie-reduced drinks, ready-mixed cocktails, innovative spirits and premium products now provide liquid profits.

With rising demands in emerging markets such as India, China, Indonesia and Singapore, experts expect a 3.1 percent growth of the global beverage market for alcoholic beverages (sourceresearchandmarkets.com). Better availability, for example in online shops, also contributes to this development. With 4 to 7% ABV beer is the most consumed alcoholic beverage in the world, followed by wine with 6 to 20% ABV and spirits with 40 to 80% ABV. According to Researchandmarkets.com, Europe is in the lead in consuming alcoholic beverages. France is the leader in per capita consumption, followed by Germany, Italy and the United Kingdom. Beer accounted for 40.1 percent of total alcohol sales in Germany, France, Italy, Spain, the United Kingdom and the Netherlands.

Alcoholic Drink Trends

Guided & mobile Health

As in the case of soft drinks, the great health boom is also not stopped in alcoholic beverages: "The biggest opportunity is to make alcoholic beverages healthier, for example with natural sweeteners, herbal supplements and gluten-free alcoholic drinks," Researchandmarkets.com reports in its outlook for the market until 2023. In the upcoming years, there will be a high consumer demand for healthier alcoholic beverages.

But what does digitalization have to do with drinking habits?
Very much! Because the "information economy" uses digital tools to make the most diverse decisions in all areas of life. Eating and drinking is one of them.

According to GlobalData's Consumer Survey, 42 percent of consumers are actively seeking products that improve their health and support their personal health goals.

The fact is: With the help of smartphones or tablets, consumers today can make purchasing decisions quickly and specifically for the benefit of their health. Guided Health - the path to more health under guidance and using digital products - is part of everyday life for many. As early as 2015, 17 percent of consumers used smartphone apps from wearable devices to monitor their eating and drinking habits. Millennials - 18-34 year olds - use digital tools most often. They are also the most prone to use them for nutrition and health purposes in the future.

(Source: GlobalData 2015 Q1 global consumer survey)

Tip: Use your web and social media channels to provide lots of information about your drinks and engage your community in communication processes. The herbal-based sleeping drink Snoooze demonstrates it: On www.snoooze.co you can order your free sample. The ratings of the already convinced are impressive!

Alkoholische Getränke-Trends

Versatile craft movement

The spread of craft beer was and is unstoppable - and not only in Europe: According to Beverage Daily in USA alone, Craft Beer's sales in the year 2018 increased by five percent. While there were only 1,511 craft beer breweries in the US in 2007, 7,000 such breweries are currently brewing their own individual beers, with another 1,000 scheduled to open this year. (Source: beveragedaily.com)

Craft ciders and spirits are also flourishing: Consumers are interested in premium craft beverages but also in traditional drinks such as mead, the "fermented honey drink", ginger beer and gin. Nielsen reports a sales increase for spirits in cans of 200 percent a year. According to Beverage Daily, trendy alcohol combinations include jalapeno margaritas, picklebacks, wine pops, alcoholic slushies, lychee martinis, elderberry mixed drinks and hard seltzer. "The Spirit Business" indicates an increasing offer of alcohol-reduced and non-alcoholic spirits. Also noteworthy is the burgeoning trend among beverage manufacturers experimenting with cannabis-based drinks. The Craft Cider category, on the other hand, has already established itself as a beverage for modern millennials in the US market and is well positioned to repeat the craft beer success of recent years. (Source: thespiritsbusiness.com)

seedlipdrinks.com (image source: Mintel)

Healthy "drinking": Completely free of sugar and calories Seedlip actually offers healthy spirits without alcohol.

Ready to drink: Practical, colourful and big in taste

According to a survey by Mintel, 40 percent of consumers use alcoholic ready to drink (RTD) beverages. 21 percent of those surveyed over the age of 22 prefer flavoured malt beverages, 10 percent pre-mixed cocktails, 17 percent pre-mixed wine drinks, 14 percent alcoholic soda drinks, 11 percent alcoholic tea and 7 percent alcoholic Seltzer.

Convenience is a key buying criterion, with 46 percent citing their purchase of alcoholic RTD beverages doesn’t require any preparation. 41 percent appreciate the better taste variety. More than half of consumers want RTD beverages, which they can drink at any time (54 percent)
(Source: Lightspeed/Mintel)

Spiked Seltzer
www.bonandvivspikedseltzer.com (image source: Mintel)

BON & VIV Spiked Seltzer is now available with less alcohol (4.5% ABV) than the original formula (6%). In addition: Only 90 calories per can, 0 grams of sugar, gluten-free and with natural flavours. The flavours: pear and elderflower, black cherry rosemary and clementine hibiscus, as well as grapefruit, cranberry, lemon lime and prickly pear.

Energy Drinks: Popular for mixed drinks and healthier today

Anyone who buys alcoholic drinks as a finished mix or mixes them in their own glass does not want to miss out on energy drinks. Over the last five years, energy drinks have grown enormously, especially in Eastern Europe, with the exception of Ukraine. They are one of the fastest growing premium soft drinks, with Russia leading the growth rates with a market share of 34 percent. However, consumers in this segment are also demanding new, healthier formulations with natural ingredients.

Some manufacturers already offer sugar-free products based entirely on natural ingredients. Instead of taurine, natural stimulants such as caffeine, matcha tea, guarana extract or ginseng are used. Enriched with additional vitamins and minerals, health and wellbeing should be supported.

(Source: Passport Energy Drinks in Eastern Europe, December 2018)


www.hiball.com (image source: Mintel)

Hiballs bubbling energy water contains only six ingredients: carbonated water, natural flavour, caffeine, ginseng and guarana extract. Plus: B vitamins!


The market for alcoholic beverages continues to grow worldwide. Craft beer, craft spirits, cider, calorie-reduced alcoholic beverages, ready-mixed cocktails and premium products will continue to grow in demand. For both alcoholic drinks and energy drinks as popular mixers – as is the case with soft drinks – the trend towards more naturalness, health and well-being prevails: products with lower alcohol content, lower calories and no artificial ingredients will preferably end up in the shopping carts.

Trend Report


Gerd Diefenthäler

Gerd DiefenthälerAuthor

Innovation Manager

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