#TrendSpotting: Mixology to the Masses

Posted: August 30, 2024
In: Trends

More and more people are choosing to drink less or not at all, especially among younger generations. Over 40% of American adults plan to reduce their alcohol consumption this year. This presents a unique opportunity for brands to expand their offerings with exciting, non-alcoholic drinks that capture the essence of classic cocktails.¹ By offering flavorful, innovative options, you can cater to the growing demand for mindful drinking and connect with a conscious consumer base.

Beyond Alcohol: A Flavor Revolution

Central to this transformation is a focus on flavor. People are drinking less alcohol because they want to be healthier, not because they dislike the taste. Consumers crave complex flavors that can rival alcoholic drinks. This has led to a rise in non-alcoholic products that mimic classic cocktails. Key Drivers of the Trend:

Passport to Flavor
Premiumization
Blurring of Lines
Floral Fusion

Passport to Flavor

Consumers seek beverages that transport them to different places or evoke specific emotions. Brands like HyTier Energy and Waterloo are offering fun, vacation-inspired flavors like Pina Colada and Watermelon Lime Mint.

Premiumization

People are willing to pay more for high-quality, flavorful non-alcoholic options. 79% of UK consumers desire drinks that mimic the complexity of alcoholic beverages.²

Blurring of Lines

Traditional beverage categories are merging. Coffee shops offer alcoholic lattes, while breweries experiment with non-alcoholic sours. Chicago’s Necessary & Sufficient Coffee serves cocktail-inspired drinks like the Chi’Town Mule and Kalamansi Tonic (right in our backyard).

Floral Fusion

Floral flavors (chamomile, peach blossom, honeysuckle as top growers) are on the rise, with 33% of consumers searching for them in food and beverages. Brands like Straightaway Cocktail and Martini & Rossi are incorporating lavender and chamomile into their non-alcoholic and alcoholic spritzes.³

The Future of Non-Alcoholic Beverages

As consumers seek healthier, flavorful options, there’s a prime opportunity for brands to innovate and capture market share. By experimenting with botanicals, spices, and natural flavorings, you can create sophisticated non-alcoholic and low-ABV drinks that appeal to a wider audience. This trend offers a chance to differentiate your brand, drive sales, and meet the evolving needs of today’s consumers.

Struggling to create delicious products that meet your customers’ nutritional needs? Imbibe’s technical resources can help! Leverage our expertise to develop winning formulas that taste great and support your customers’ health goals.

Email marketing@imbibeinc.com to see if our Epicurated: Mixology to the Masses edition (coming soon!) is right for you and your team! This 45-minute presentation illustrates some of the most popular flavors and behaviors shaping the landscape. Also available – Epicurated: Gen Alpha and From the Menu to the Marketplace!

check out more on #TRENDSPOTTING, or visit our blog.