Alcohol: Towards a Healthier, More Sustainable Tipple?
Fancy a vodka with yuzu or kumquat juice or a pint of mushroom beer? Research has revealed a surprising trend as consumers let their hair down and unwind after more than two years of Covid-19 lockdowns, shut bars and restaurants.
Drinkers, it seems, are now opting for conscious consumption of healthier and more sustainable alcohol from fruit juice-infused beers and ciders, to reduced calorie and low sugar cocktails with natural herbs – salve, thyme – and ingredients such as mushrooms. Almost a third of drinkers (28%) say they will pay more for spirits and alcoholic drinks with unique flavours. Hard teas and reduced-alcohol cocktails are also in as nightspots fill up again post-pandemic.
These new trends could see alcohol producers breaking out the bubbly. The alcohol market is currently valued at US$1,484 billion and is projected to grow by 10.1% a year between 2022 and 2025.
According to the World Health Organisation, European nations like Russia, Ukraine, and Belarus see some of the highest consumption of alcohol, while South Korea is the top market in Asia.
Sustainability has also been added to the drinks list, as consumers from the UK to Italy are calling for brands to use more environmentally-friendly packaging and refillable beer bottles. Breweries in Germany and the UK have responded by launching beers marketed as “climate neutral” and “carbon negative”.
How will traditional alcohol producers be able to keep up with novel trends?
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