{{item.videoDuration}}
{{item.title}}
{{item.text}}
{{item.videoDuration}}
{{item.title}}
{{item.text}}
Alcohol without percentages
For several seasons now, we have been observing an increase in consumer interest in 0% alcohol offerings; this primarily concerns the beer segment, but such concepts are also developing in the wine, whisky, gin, rum and ready-to-drink cocktail categories. Interest in non-alcoholic products is shown mainly by young consumers, for whom it is important to maintain independence (e.g. being able to drive after a social event) and good mental and physical condition, which they often work on through regular sports training. The popularity of non-alcoholic products, is linked to the development of their range of flavours - there is a with a variety of fruits, herbs, spices and increasingly interesting combinations of ingredients.
the strength of the alcohol is less and less a factor in the choice of alcohol
the need for security and a sense of control - a good night's sleep instead of a sleepless night
and a bad feeling the next day
openness to trying new things, seeking new taste experiences
blurring of the aesthetic boundary between masculine and feminine in the drinks category
Locally and naturally
In many food categories, consumers appreciate the naturalness and low processing of products, and we are also seeing an increase in the importance of these values in alcohol categories. There is growing interest in authentic brands, which tell a catching story with honesty and interest about their place of origin, ingredients, processes, as well as the creators and their intentions.
tired of what is fast and mass - the search for truth and uniqueness in simplicity, small local brands as an interesting alternative to strongly marketing-supported global concepts
awareness of the values of natural, artisanal processes of product preparation (products are made by people - not machines)
economic patriotism - "discovering one's own" and the resulting pride
Multisensoriality
People's immersion in the online world results in a desire to celebrate and experience reality more intensely with all the senses. This is an area of need that alcohol brands are successfully responding to - surprising consumers with unusual packaging, colours, aromas and, of course, flavours (such as botanical distillates, unobvious colours - e.g. black or pink and combinations of ingredients). A manifestation of this trend, is also the development of secret drink bars, not marked with signs - places for insiders, conscious and demanding customers, looking for new, often fairy-tale experiences (in this case, the experience is created not only by the unique cocktail, but the very location of the place, often theatrical décor of the premises, drink card, manner of service and serving the order).
the search for new feelings, collecting experiences (short product series - the transience of the occasion making it more attractive)
the consumer's need to "escape" from everyday life, "fairy tales for grown-ups" as a way of experiencing a different order and having an adventure; imaginative stories that often go hand in hand with a unique product formula
A recipe for a 'cocktail of the future' (with a wink)
surprising flavour - with herbs, flowers, fruit or vegetables (local and seasonal)
-delicate (low alcohol content, controllable alcohol content, self-dosing - drops), not very sweet, low in calories
aromatic with unusual taste and colour (multisensory)
instagrammable (visually appealing)
with health-enhancing or beauty-promoting properties (e.g. collagen content)
with a pure recipe - organic ingredients, ethical preparation process
served in an imaginative "setting" (mysterious)
unique (impossible to copy)
served without a straw
no headache
{{filterContent.facetedTitle}}
{{contentList.loadingText}}
{{contentList.loadingText}}
Contact us
Follow us
