Supply chain disruptions, crop damage resulting from climate change, and a shift in consumer attitudes towards drinking will shape new trends and consumption habits in the spirits and wine over the coming years, according to GlobalData. 

The leading data and analytics company expects such trends to support growth in the segment, and anticipates the market will increase at a compound annual growth rate (CAGR) of 1.2 per cent up to 2026.

“Health consciousness and sustainability, sprinkled with a pinch of indulgence, are set to drive many innovations this year, as consumers look for products that align with their personal values – without compromising on taste,” predicted Holly Inglis, Beverages Analyst at GlobalData. 

“In GlobalData’s Q2 2021 consumer survey, 34 per cent of global consumers stated that they find sustainably/ethically sourced ingredients very appealing, highlighting an innovation opportunity for beverage producers,” she added, going on to highlight the top five trends set to shape the spirits and wine sector throughout this year and next.

Low/No ABV 

“Already established in the beer sector, ‘low or no ABV’ is now taking shape in spirits and wine,” noted Ms. Inglis. “Although hard seltzers benefited from this trend recently, Boston Beer reported that hard seltzer growth diminished, meaning the company had to revise its full-year growth forecasts – perhaps suggesting a slowdown in the previously booming category. 

“That said, ‘moderation’ is still a winning trend, as consumers look for lower/no ABV variations of their favourite drinks. Innovations witnessed so far in 2021 have included Street Hard Seltzer in Russia, Desperado’s virgin 0.0-per-cent mojito beer in France, and Svami Zero Proof non-alcoholic pink gin and tonic in India.”

CBD infusion 

“Two companies have recently leveraged experimental and health trends in one unique launch. Spirit’s producer Amass has recently paired THC and CBD-infused with zero ABV spirit, highlighting a modern take on what was once considered a taboo. In Poland, CBD beer launches from Browar Miejski Gloger Sp. Z.o.O have also been witnessed, though in GlobalData’s Q2 21 consumer survey, only 15 per cent of global consumers stated that novel/unusual flavours were opted for in alcoholic drinks, positioning this as more of an emerging trend.”

Better-for-you wine

“Consumers are increasingly demanding sustainable and healthier alternatives to traditional products, and often this is achieved via certifications such as organic. Regarding wine, this refers to organic, biodynamic, or sustainable, all of which have their own certification boards and regulations,” she continued. 

“GlobalData’s Q3 2021 survey reveals that 55 per cent and 40 per cent of global consumers find natural and organic claims to be very appealing, respectively. In Chile, the Miguel Torres Las Mulas brand launched an organic sparkling wine, appealing to eco-conscious consumers, though launches of this nature also connote a premium.”

Hard tea  

“Following the immense success of hard seltzers, manufacturers are now looking to new cross-category innovations. Hard tea leverages a popular non-alcoholic beverage choice – with a twist,” noted Ms. Inglis. “Producers are able to combine novel alcoholic blends with a tea base to create a unique offering, which is likely to appeal to younger-age consumers. Take Bully Boy’s Italian Iced Tea brand, which combines aperol spritz tastes with iced/RTD tea flavours, with a seven-per-cent ABV content.”

Portion control cans  

“The can format primarily came into play as part of the on-the-go trend. However, since the pandemic and subsequent slowdown of many people’s lives, canned wines and spirits have co-opted a different space – that of portion control. Cans provide an accessible and affordable way to both count calories and consumption of alcohol units,” she noted. “In GlobalData’s Q2 2021 survey, 33 per cent of global consumers stated that they are actively trying to reduce their consumption of calories, with a further 38 per cent highlighting that they are trying to reduce sugar consumption. This denotes not only a move away from high ABV count, but other less-than-healthy ingredients too.”