If there’s one good thing that came out of the pandemic, it’s that people have become very conscious about their health. Many also started taking better care of the planet now that it’s clear how interconnected everyone is. And when it comes to alcoholic beverages, millennials, in particular, have been adopting more mindful alcohol consumption habits. In fact, the terms “mindful drinking” and “sober conscious” have increasingly become part of young drinkers’ lexicon. But there’s more good news: beyond seeking healthier alternatives, they are also looking for sustainable sourcing, organic certification, and social responsibility elements in the manufacturers of the drinks they consume. Needless to say, this generational shift in consumer alcohol preferences is expected to impact the traditional beer, wine, and spirits categories in the beverage industry.
Consumer Alcohol Consumption Mega-Shift
The 2020 global health crisis and subsequent lockdowns have highlighted the consumer shift to eco-friendlier drinks. According to the International Wines and Spirits Record (IWSR), expected increase in consumption will be in no-alcohol wine (13.5%), no-alcohol beer (8.8%), no-alcohol mixed drinks (8.6%), and low-alcohol wine (5.6), with only whiskey coming in between at 4th place (5.7%). The IWSR has even conducted a “No- and Low-Alcohol Strategic Study” to inform and guide companies in using the study’s findings for their traditional brands’ repositioning or even outright re-invention in 10 key markets.
Beverage Producers Rise Up To The Challenge
The challenge for traditional brands now is how to produce spirits in a sustainable way. Beer brewers have been mainly leading the way with product innovation and new brewing technologies to improve taste and variety. Anheuser-Busch launched their non-alcoholic and fruit-flavored Hoegaarden in the US. Molson Coors introduced its Coors Edge, which is claimed to have the lowest carbohydrate and calorie content in its category.
Beyond beer, other spirits producers have been slowly catching up. Seedlip created the alcohol-free category. However, it was soon joined by competitors in the market. Pernod Ricard launched Ceder’s and William Grant and Sons introduced Atopia. Diageo-owned Distill invested in Ritual Zero Proof which claims to be the first American company producing a spirit alternative that tastes and smells exactly like its alcoholic equivalent.
In general, although slow to respond to the challenge, distilleries that have chosen to produce their spirits in more sustainable ways follow 5 principles: a grain-to-glass distilling process, using heirloom and family-farmed ingredients, nurturing direct relationships with family farms, avoiding the use of artificial ingredients, and redesigning their packaging and transport systems to reduce carbon footprint.
Eco-Friendly Drinks Pave the Way
Expect to see more eco-friendly alcoholic drinks in 2022 and beyond. From alcoholic Kombucha, to clean wines (organic wines) like Cameron Diaz’s brand Avaline, and hemp-derived cannabidiol-infused non-alcoholic Aplos, the message of the market is clear. In 2022 and beyond, people want to quench their thirst with fizz, flavor, and sparkle while maintaining holistic balance. People want to indulge in a drink without getting drunk. They also want to have fun while keeping healthy and mindful and taking care of the planet. One can have the best of both worlds when one goes sustainable.
