- No limits to low- & no
Already established in beer, low- & no-alcohol has started to take hold in spirits and wine. Although hard seltzer has been the main beneficiary, the sector is expected to see its growth rate slow: Witness The Boston Beer Co’s inventory write-off of its Truly alcoholic sparkling water brand earlier this month.
Moderation remains a winning trend, however, with low- & no versions of established brands, like Diageo’s Tanqueray and Pernod Ricard’s Beefeater well-placed for success.
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- Something new and something good for you?
There’s also an opportunity in the centre of the venn diagram for the ‘experimental’ and ‘health & wellness’ consumer trends. Amass, for example, has paired THC and CBD with zero abv for the spirits brand Afterdream.
- Better-for-you wine
Increasingly, consumers are demanding more sustainable and healthier alternatives to traditional products. In wine, being able to flout your organic or biodynamic credentials, for example, will never be a bad thing. Indeed, in GlobalData’s Q3 2021 survey, 55% and 40% of global consumers said they find ‘natural’ and ‘organic’ claims, respectively, to be ‘very appealing’.
- Mixing hard with soft
Following on from the immense success of hard seltzer, beverage companies are now looking for further cross-category opportunities. Alcoholic RTD tea looks interesting – adding novel flavours to a tea base and a low abv should do well among younger LDA consumers. Italian Iced Tea from US-based Bully Boy Distillers has a flavour redolent of Aperol, with an abv of just 7%.
- Don’t can the can
The pandemic and subsequent lockdowns provided the can with a new lease of life while on-the-go nosedived – namely, portion control. In GlobalData’s Q2 2021 survey, 33% of global consumers admitted they’re trying to reduce calorie intake. For wines and spirits, the can offers consumers a more convenient way to count calories – and units of alcohol – than 70/75cl bottles.
