Alcoholic beverages provide excitement, experience, and relaxation for consumers and each of these drivers have become particularly salient because of COVID-19 and the subsequent recession. The category as a whole has seen a sales boost; yet to maintain
momentum, brands must innovate for long-term growth.
More than half of consumers are sticking to go-to drinks when consuming alcohol,which limits flavor and new product exploration. Since alcoholic beverage drinking occasions will likely remain largely at home, consumers will need help finding ways to keep the experience exciting.
CLASSIC, SIMPLE INNOVATION AND THE POWER OF SUGGESTION
Consumers love trying new experiences –including new flavors and ingredients in alcoholic beverages. Brands will need to create convenient, easy solutions for consumers to continue exploring new flavors and beverages at home during limited access to restaurants and bars.
NEXT GENERATION DRINKERS WILL SEEK HEALTHIER OPTIONS
Consumers under 35 are significantly more interested in better-for-you options within alcoholic beverages. As younger generations age and make up a greater percentage of the consumer base, brands will need to offer solutions for these health-conscious consumers.
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Now, Near and Next Consumer Flavor Preferences in Alcoholic Beverages