Current Drinks Trends
Whilst we become a lot healthier and socially conscious, the ever-growing sector of drinks is certainly exciting to watch, in seeing how it adapts to wants, needs and habits. Here is a summary of the current drinks trends that are set to shake up the market.
SOFT DRINKS: WELLNESS AND DETOXIFICATION
Whilst the frequency of drinking alcohol has remained stable over the past few years (63% of adults drinking alcoholic beverages at least weekly), younger consumers are drinking less frequently with 48% of ‘GenZ’ drinking at least once a week and 57% of millennial doing the same. (Source: CGA Mixed Drinks Report).
It seems that nowadays drinking alcohol is less of an expectation and more an option or luxury for younger groups. As a result, this generation look to splash their earnings on petite brain-boosting, immunity-strengthening drinks, such as ginger or turmeric shots, which aid improving memory and digestion. Kombucha is an example of a drink that continues to stand at the front of the 2020 soft drink trends. The fermented tea preaches health benefits such as mood enhancement and boosting gut health.
In response to these developments, we keep our finger on the pulse with alcohol-free cocktails, ones that are far from basic or ordinary, and fresh fruit juices, as we recognise the importance and popularity within this market. We certainly aim to keep up with the development occurring in the wellness world, a sector that we expect to hear more of in the next few years.
ALCOHOL: THE RUM RENAISSANCE, THE COCKTAIL CRAZE AND THINKING PINK
Cocktails (and Mocktails – their non-alcoholic alternative) are enjoyed by one in six Brits when they go out, making this one of the fastest growing and most popular drinks categories. With current trends around premiumisation and quality, cocktails are able to stand out - the visual appeal of the garnish, the fabulous show that cocktail flares put on when delivering the drink, the appearance of the premium spirit and mixers used…pairing this with the importance of the sensory experience in social drinking and dining, the cocktail market has lots more room to grow.
Consumers’ thirst for rosé is growing as it becomes a firm favourite in the British summertime beverage line-up. Due to recent investments in the industry, including fashion powerhouse Chanel acquiring specialist rosé vineyard ‘Porquerolles’ Domaine de L’lle, pink wine will be taken a lot more seriously this year.
Whilst one in four regularly ‘drink pink’, there is also an increased desire for fizz, more specifically Prosecco, as an affordable option. Pink wine, cider, gin…perhaps there’s a gap for pink fizz here!
Whilst gin reportedly takes a 20% share of the spirits market due to proving its versatility in flavours and garnishes, it is rum that we should be looking out for as it aspires to see a similar growth as its sister spirit. The versatility of rum is admirable; for one, it lends itself to a variety of cocktails whether white or dark, spiced or aged. To prove this further, rum is used in a number of classic and contemporary cocktails, from the mojito to the daiquiri, two of Britain’s most popular cocktail choices along with its variants. (Source: CGA's BrandTrack 2019). It can certainly provide scalable opportunities for the drinks market.
There’s no doubt that we will see new varieties of rum entering the market soon, opening the doors for experimentation with cocktails, new rum flavours or limited-edition spices. Watch this spirit become premiumised; it’s inevitable…
SUSTAINABILITY: GOING LOCAL AND SAYING NO TO PLASTIC
As we say no to plastic straws, stirrers and sauce sachets at our events, we are recognising the importance of ethical issues. Our Climate+Care initiative allows us to offset our carbon footprint in order to support projects such as tackling poverty and promoting energy independence.
We are doing what we can and stepping up to reduce our environmental impact. Some 87% of consumers are concerned about packaging, hence it’s vital to consider sustainability and our waste programme. This also coincides with the need to go local; consumers can connect with local areas when drinking a cocktail including fruit grown locally, favouring locally brewed beverages and drinking holes as part of their individual sustainability movement.
With both examples looking beyond waste, it is easy to see just how important ethics and sustainability is in the drinking market.
Despite current circumstances, we are excited to see how and where the drinks market grows. Perhaps this extra time has given other spirits a chance to flourish or allowed the creative flair of bartenders and drink enthusiasts to innovate further. Yet, one thing is for sure, this market and its growth is not slowing down.