Three Big Ideas for the Future of Alcoholic Beverages

Connecting with the Modern Drinker

Off the back of a year of rampant amateur mixology, social media bartending tutorials, and enjoying drinks at home, a wave of homebound mixologists is giving the alcoholic beverage industry a bit of a makeover. Now well versed in the finer points of mixology, drinkers have a more nuanced understanding of their favorite drinks and are approaching the industry with more scrutiny. Even more, they are showing an increased interest in pushing the boundaries with new flavors and ingredients and chasing something new and exciting. According to our AI, “unique” is predicted to grow +85% over the next 6 months among our Alcohol Appreciators community.

For evidence of these experimental tendencies, look no further than the mushroom boom sweeping the Food & Beverage industry. As detailed in our Fungal Proliferation trend, we’re seeing a swell of interest in fungi in increasingly unexpected spaces, such as alcoholic beverages.

Critically, this trend is especially popular with younger generations; our AI shows that Generation Z is leading the conversation about these topics. This resonance also speaks to the youth’s broader interest in exploring the full extent of their options; they’re chasing not only new flavors, but also emerging values systems and products that can align with alternative lifestyles, such as the rising nolo movement. As these young drinkers continue to cultivate their curiosity, it stands to reason that the importance and opportunities around these same experimental flavors and alternative lifestyles will only continue to flourish.

Alongside this grander thirst for exploration and novelty, brands are stepping in to quench these needs with creative, out-of-the-box solutions. US-based Curious Elixirs offers a line of “Booze-Free Craft Cocktails”. The five signature blends approximate traditional cocktails, but add their own spin through a blend of botanicals, herbs, and more. Critically, despite being fully nonalcoholic (0% ABV), the entire range is still very attentive to imbuing each drink with its own unique effect. From a rhodiola-driven pick-me-up to a basil-induced calm, the range is not only satiating a need for bold new flavors, but also driving bold new ideas about what it means to get a buzz.

For innovative players in the beverage sector, this openness to new experiences illuminates a growing side to consumers approach to the industry and offers a wealth of opportunities from playing around with new experimental ingredients and flavors to embracing alternative lifestyles and consumer values.