Spring has well and truly sprung and with it comes a shift in consumer habits. The spirits’ industry is at the mercy of consumers ever changing, adventurous palates and the move from colder evenings sat by the fire to warmer days outdoors with friends is arguably one of the biggest shifts of the year for the market. So, we have done some research into the biggest trends of the season to keep us one step ahead.
With daffodils and bluebells popping up around every corner, it comes as no surprise that floral flavours are a major ingredient-du-jour this season. Floral flavours have been quietly gaining in popularity and popping up on cocktail menus across the industry. Rose, lavender, chamomile, and hibiscus are all set to be on the menu this year, an especially important trend for the gin industry as a change to the classic botanical flavours.
One of the largest growing markets over the past few years is the growing popularity of NOLO drinks. With an increasingly health-conscious nation and an embrace of moderation, non-alcoholic beverage sales increased 33% to $331 million last year alone. Consumers aren’t satisfied with simply swapping their favourite tipple for a craft lemonade. They want to enjoy the same flavour achieved within alcoholic beverages, but with a healthy twist.
We couldn’t kick off a conversation about spring trends without touching on rhubarb. The rhubarb season runs from April to July and has been one of the standout flavours for gin brands in previous years, and it doesn’t seem to be going anywhere any time soon. From Warner’s Rhubarb to flavour mixes like Chase’s Rhubarb and Apple, the shelves are bustling with this beautiful flavour. Giving a delightful taste when paired with a ginger beer mixer, there’s no surprise that rhubarb flavours are here to stay.
Consumer support of brands focus on sustainability is also on the rise, with 80% of UK shoppers now describing themselves as being ‘environmentally friendly’. Being eco conscious is now becoming an expectation of premium brands rather than just the maraschino cherry on top of a delicious drink. Brands that do not provide consumers with a matched level of care for the planet’s future run a big risk of losing sales to conscious competitors. There are many ways in which a brand can improve their sustainability credentials, such as: Eco-conscious packaging (think high recycled content bottles) Lower carbon supply chains Sourcing ethical ingredients Operational efficiency improvements
The appreciation of premium brands is as strong as ever, with consumers increasingly seeking unique packaging and branding. Therefore, the love for intricately crafted glass packaging is just as great as ever. Differentiation through eye-catching packaging designs can be the difference between presenting your brand with a sophisticated edge and your product blending in with the crowd. Spotlight your brand with a unique bottle design, and consumers will be drawn to your products on aesthetics alone.