The top product trends under my radar
Have you ever realized that we always discuss trends in December/January, like “it’s all changing with the New Year” ?
The best moment to understand trends – if not everyday – is when you shape your strategy because the last thing you want is to make plans in a vacuum.
Don’t get this wrong, Trends are not about predicting the future. Trends are an expression of something that has been happening for some time. Of course you can use it to anticipate where this is all going.
Here are the 10 product focused trends I’ll be following closely. I’ll post regularly about this on insta @newdrinkshub
1. "Better" is Better
“Better for you“ is not even a trend anymore, it’s a given. It’s not premium it’s mainstream. It’s a right to play. True for Beer, RTD,…. And this year we’ll see it growing big in wine too.
Better stats, better ingredients, better for the community, better everything…
Sustainability and Hyper transparency are certainly some of the hottest opportunities. Calories could become a talking point that doesn’t only pop up as a product claim but as a datapoint driving consumers choice.
Of course non alc and low alc is part of this!
2. Value is Money
Large packs, trusted brands and high octane (in particular in countries where alcoholic beverages are not taxed on ABV) … People need value for their bucks, it’s recession folks.
3. Experience is gold
There’s not a week without reading a news about a new investment in “experience tourism”. Experience centers, enhanced taprooms, exclusive immersive space… and above all , content that grows your social media popularity. Digital is nice, Phygital is great.
4. Mexican Spirits
According to IWSR, Tequila is set to overtake vodka in 2023 to be the biggest category by value.
Yet it’s more than Tequila! Mezcal is on a steep rise, Sotol is carving space, …
Think about demographics evolution. The growth of Mexican beer (in US) is part of the same story!
5. LiquidDeathtagramability
Everyone is natural, with real juice and organic and with experimental hop …so what’s your Unique Selling Proposition ?
Liquid Death is the first brand that makes you look like a punk (or rockstar or hipster) while drinking water. Have you ever seen people posting picture on social media of themselves drinking soda water? TikTok making shotguns with a can of water?
Expect more “Liquid Death” to disrupt the industry.
6. Canned Cocktails
“Canned Cocktail” will explode (I mean, not the can). Very low barrier of entry and top margin. No surprise everyone jumps on that bandwagon like they did with Seltzers. (Seltzer is just another form of cocktail anyway). Unfortunately it will be difficult for the most premium and elegant products to not be damaged by all the cheap copycat that will invade the market.
There is a blurry line between high end cocktails in a can and cheap LIIT RTD’s
7. Multicategorisation
Oups I did it again. I invented a fancy word.
What I mean is “Multi beverage businesses” – There’s no reason to have breweries, distilleries, soft drink, coffee roasters, winemakers…as separate businesses. Combined activities are growing, make sense in term of asset, make sense in term of consumer choice.
I have already posted a lot on this on LinkedIn Breweries-Wineries and Breweries-Distilleries,…
This will accelerate.
8. Everything Caft Lager
The big breweries of this world have always been defending their craftmanship behind their mainstream light lager. In their defense there’s a true misconception in the market that these are cheap beers, easy to do. Let me tell you it takes more time to brew and requires sharp skills.
Yet “Great Craft Lagers” are now so much easier to produce. The portfolio of yeast and the quality of grains available just made it all possible. Knowledge is accessible and filtration is optional.
Craft lager exploration from Helles to Dunkel, Kolsch to a Dortmunter…will drive accessibility and momentum.
Price is still a challenge as nobody wants to believe it cost more and takes longer to brew a lager (unless…)
9. Hop Water
“The year of hop water”.
It has everything needed to be the best non alc proposition for beer lovers.
It’s been there in front of us since ever but now is the perfect time to push it. Not sure why all of them are dry, bitter and zero cal though.. the opportunity is closer to CSD profiles!
10. Hard Soft
I wanted to name it “Hardification” but that would be 3 new words on the same page which is more than I’m allowed to do.
As the alcohol industry keep stepping into the non alc space, the non alc industry will step into the alcoholic space. Think about it for the alcohol industry it about “removing something” for the non alc industry it’s about “adding something”….
Something “+” is always more compelling than something “-“.
