With summer well on its way, brands must stay ahead of the curve and align their strategies with emerging trends. At VizSense, we understand that brands in the spirits, alcoholic, and non-alcoholic sectors seek actionable insights to shape their marketing and product development. Our insights team has meticulously analyzed top-engaged social media posts to uncover the latest non-alcoholic drinks and cocktail-making trends, providing you with the data you need to craft compelling and relevant strategies. Here's what our analysis revealed:
Non-Alcoholic Drink Trends
Consumers are opting for non-alcoholic seltzers and drinks for a variety of reasons:
- Inclusivity and Simplicity: Non-alcoholic options are perfect for social events like weddings and parties, offering a drink everyone can enjoy. Brands can tap into this trend by positioning their non-alcoholic beverages as essential for inclusive celebrations.
- Alcohol Alternatives: These beverages provide a similar taste to alcohol without the intoxication.
- Health Benefits: Many non-alcoholic drinks are fortified with vitamins or immunity boosters, making them healthier. Brands can leverage this trend by promoting their products' wellness benefits, appealing to health-conscious consumers.
Zero-Proof Cocktail Bars
The rise of sober living has increased the demand for zero-proof cocktail bars that offer a relaxed ambiance without the pressure to drink. Brands can explore this trend as an opportunity to:
- Provide bars with branded supplies, reinforcing their presence in the zero-proof space.
- Review the pricing of non-alcoholic spirits to make them more affordable for customers, potentially increasing market penetration.
Mocktails
Even though mocktails gained popularity during the 19th century, they remain a top favorite. A standout recipe is the Sleepy Girl Mocktail, which includes tart cherry juice (known for aiding sleep), your favorite fizzy drink, and magnesium. It's a perfect melatonin alternative! Brands can use this trend to:
- Create influencer campaigns around popular mocktail recipes, positioning their products as key ingredients.
- Highlight the versatility of mocktails by showcasing how mixed beverages can be served in cocktail glasses to elevate any drink occasion.
Although the Sleepy Girl Mocktail isn't a traditional cocktail, many people are starting to serve mixed beverages in cocktail glasses to elevate any drink occasion.
Regular Beverage Trends
In an ever-evolving market, beverage trends continuously adapt to consumer preferences and lifestyles. As health and wellness have become essential daily, the beverage industry is also witnessing a shift towards more nutritious options. From prebiotic sodas that support gut health and the immune system to the aesthetic enhancement of non-alcoholic drinks, brands are finding creative ways to meet the demand for taste and health benefits while boosting sales.
- The Rise of Prebiotic Soda and Healthier Alternatives: Consumers are increasingly seeking healthier soda alternatives that still satisfy their cravings. Sparkling beverages or similarly flavored options substitute typical sodas like Sprite or Coca-Cola. With ingredients such as fiber that can improve gut health and digestion, these sodas are becoming essential to consumers' purchasing decisions. Brands can leverage this trend by emphasizing their prebiotic sodas' health benefits and unique ingredients in marketing campaigns.
- Romanticizing a Soda Break: Switching to non-alcoholic beverages doesn't mean sacrificing the drinking experience. Many drink these beverages in cocktails or wine glasses to enjoy a more sophisticated feel. Highlights of this trend include aesthetic glassware, glass straws, and fun-shaped ice to elevate the experience further. Brands can create influencer campaigns showcasing beverages in elegant settings, highlighting the elevated drinking experience.
Alcoholic Drink Trends
Savory Tastes
There's a noticeable shift towards more bitter, savory, and smoky tastes in cocktails. Brands can capitalize on this by developing new cocktail recipes or promoting existing ones that feature these flavors, appealing to consumers' evolving palates.
Elevated Choices
Consumers are gravitating towards more sophisticated drinks that elevate dining experiences. They are moving away from overly sweet profiles to embrace more savory and bitter flavors with a hint of fruitiness for that perfect summer vibe. Brands can highlight the complexity and sophistication of their drinks in marketing campaigns, positioning them as the ideal accompaniment to fine dining.
Dirty Martini
The Dirty Martini, customizable with varying amounts of olive juice, embodies the trend toward classier, savory tastes. Brands can promote this classic cocktail with a modern twist, emphasizing its customizable nature to appeal to discerning drinkers.
Spicy Additions
Ingredients like jalapeños and Tajín rims add a spicy twist to summer drinks, kicking them up a notch. Brands can feature these spicy additions in their marketing efforts, showcasing how they can enhance the flavor profiles of popular summer cocktails.
Twists on Classics
Innovative variations on popular drinks like beer, Aperol spritz, and margaritas keep these classics trendy. Examples include:
- Beer Cocktails: Refreshing combinations like summer shandy (beer and lemonade) and Corona cocktails.
- Spritzes: Variations such as the Lone Ranger (tequila spritz) and flavored limoncello build on the Aperol spritz craze.
- Aperol Cocktails: Creative takes like the Paper Plane, Aperol mimosa, Aperol margarita, and strawberry Aperol spritz offer fresh ways to enjoy this beloved aperitif.
Brands can use these variations to create exciting and fresh marketing campaigns, appealing to consumers looking for new twists on their favorite drinks.
Shift in Spirits
There's a noticeable shift from vodka to spirits like tequila, gin, and aperitifs, with martinis and other cocktails becoming more popular. Some examples include:
- Lillet: This wine-based aperitif pairs beautifully with fruity flavors.
- Mezcal: A smoky alternative to tequila, making its way into summer cocktails. Brands can highlight these spirits in their promotional activities, emphasizing their versatility and unique flavor profiles.
Takeaways
Stay ahead of the trends and make your summer gatherings memorable with these insights from VizSense. Whether you're enjoying a sophisticated, non-alcoholic drink or a creatively twisted classic cocktail, there's something for everyone this season. Cheers to a flavorful summer!