IDENTICA BITESIZE TRENDS 2014

Transcription

1 IDENTICA BITESIZE alcohol TRENDS 204

2 alcohol trends what s happening in the alcohol market? Globally, alcohol consumption is decreasing, so much so that Britain has seen consumption fall 6% in the last eight years. That doesn t mean the industry is dragging its heels however. Brands now need to work harder than ever before to capture the imaginations of today s health conscious and innovation hungry consumers. New products continue to flood the marketplace in 204 but Identica have highlighted eight trends occurring in the alcohol industry that are derived directly from three of our drive trends.

3 alcohol trends drive trends We ve highlighted three of the twelve consumer drive trends Identica monitors and think will be responsible for large movements in the world of drinks. COLLECTIVISM INNOVATION HUNGER BRAND PURPOSE CONVENIENCE CULTURE Innovation Hunger Today s consumers are demanding continued innovation to give them an endless choice of consumables. WORK/LIFE BLURRING HEALTH CONNOISSEURS Convenience Culture We re working longer than ever before. The speed of life has quickened and consumers demand ease and convenience. DIS-OWNERSHIP AGEING POPULATION Health Connoisseurs Consumers are becoming increasingly educated regarding the identification, tracking and analysis of their health. SINGLE CITIZENS SUSTAINABLE FUTURES

4 alcohol trends alcohol trends click a button to explore the trend... Short Term Medium Term Long Term small-batch spirits functional alcohol nano-breweries fast ageing low-cohol branded bars mexican mezcals new formats

5 alcohol trends small-batch spirits Trend driver: innovation hunger Modern day moonshiners are changing the spirits industry with their artisanal, small batch concoctions. 2 3 The creative freedom expressed by smaller distillers give their products a unique exclusivity that consumers now long for. Few Spirits American Gin 2 Industry City Distillery Vodka 3 Westward Whiskey Ranson Gin Bully Boy White Rum Letherbee Malort 4 5 6

6 alcohol trends low-cohol Trend driver: health connoisseurs Consumers growing concern for their personal health means alcohol consumption is falling. Low alcohol and low calorie products are quickly filling the marketplace to offer people a credible substitute to full fat, higher ABV equivalents. 2 3 Voli Light Vodka (30% Vol) 2 Kim Crawford Light Sauvignon Blanc (87 calories per 50 ml) 3 Smirnoff Sorbet Light (78 calories per 44 ml) Skinny Cult Elderflower Saké (40 calories per 44 ml) BrewDog Nanny State Ale (0.5% Vol) Arniston Bay Infusions Wine (5.9% Vol) 4 5 6

7 alcohol trends functional alcohol Trend drivers: health connoisseurs Alcohol that can offer additional functional benefits are being developed to cater to consumers who want to drink alcohol but not jeopardise their health and fitness. Post workout ales that replace electrolytes, anti-oxidants and vitamins is now a reality. Vampt Lean Machine Ale Lean Machine claims to be the world s first recovery ale. The drink contains a cocktail of electrolytes, anti-oxidants and vitamins, plus 2.5g of carbs and 7g of protein and weighs in at only 77 calories. 2 Bamboo Beer A canned ale created from bamboo tea which contains flavonoids (natural antioxidants found in plants) and amino acids (build protein). 2

8 alcohol trends nano-breweries Trend drivers: innovation hunger We all know how popular craft beer has become but what does the future hold for the market? Beer brands need to innovate to stay ahead of a saturated marketplace. Insane, progressive and experimental businesses are capturing consumers with their unadulterated creativity. 2 2 Church of The Atom A nano-brewery based in Gothenburg, Sweden are the creators of 62 small-batch unique ales. Each ale is a creative experiment given an iconic identity to sit within their exclusive range of masterpieces. Einstök ÖlgerÐ This Icelandic brewing team are 60 miles south of the arctic circle and have won numerous craft ale awards in Partizan Brewing London s newest crafties evoke a unique personality with their vibrant bottle labels. 3

9 alcohol trends branded bars Trend drivers: convenience culture Beyond pop-ups and other temporary branded environments, permanent spaces offer an opportunity to heighten visibility and create immersive brand experiences. The Johnnie Walker House, Seoul The Johnnie Walker House, includes a blending suite, rooftop bar and VIP events lounge. The Korean members style club is the brands third and has increased sales in China since opening by 64%. 2 Sol Spaces, London Sol have created dedicated spaces in six London bars and have tried to avoid Mexican clichés such as fiestas and tequila; looking for unique and ownable ways to bring the brand to life. 3 Absolut Vodka Lounge, Kuala Lumpur The Swedish vodka brand created a standalone store at Kuala Lumpur International Airport in August 203, offering a vodka bar and lounge. 2 3

10 alcohol trends mexican mezcal Trend drivers: innovation hunger Mexicans have been drinking mezcal for hundreds of years and it is the lesser-known cousin of tequila. However it has started to grow a fan base in the US and in Europe and has seen export numbers from Mexico skyrocket Fidencio 2 Real Minero 3 Tosba La Niña del Mezcal Benesin El Jolgorio Mercado San Cosme, Berlin A bar and showroom specialising in Mexican drink mezcal often with queues around the block. 7 7

11 alcohol trends 204 fast ageing Trend drivers: innovation hunger Brands are developing innovative alcohol ageing processes that deliver quality products within decreased timeframes. Similarly, other market mavericks are experimenting with new techniques that alter flavour to feed consumers hunger for innovation. 2 2 Cleveland Whiskey A pressure-based cooking method that ages bourbon whiskey in less than a week. The typically six-month-aged liquid is poured into a stainless steel tank with pieces of the original barrel and the temperature and pressure is manipulated. 2 Ardbeg Galileo Space Scotch Ardbeg have set-up a distillery on the International Space Station to record the effects of zero-gravity distilling on flavour. 3 Mira Wines Mira Wines have immersed cases of wine in the ocean for three months in order to determine the resultant ageing effects. 3 3

12 alcohol trends new formats Trend drivers: convenience culture Traditional serving styles are being challenged in 204 as brands look to capture the imaginations of an increasingly experimental consumer. Underwood Canned Wine The economics and convenience of screw tops has challenged thousands of years of wine tradition. Welcome to canned wine. The reviews have been outstanding for this Oregon wine producer. 2 Pat s Backcountry Beverage Sachets A concentrated beer product that users simply add water to the sachets and add carbonation with the brands hand-held carbonator. 3 Kirin Frozen Top Ichiban Shibori Frozen Draft uses patented technology to top a pint of beer with a 23 F frozen layer of beer that keeps the drink chilled for 30 minutes. 2 3

13 who are identica? A GLOBAL BRAND STRATEGY & DESIGN AGENCY PART OF EDC GLOBAL COMMUNICATIONS GROUP ESTABLISHED IN 992 WE CREATE, EVOLVE & RESTORE ICONIC BRANDS For further information please contact: NATHAN.HURLEY@IDENTICA.COM +44 (0)