What’s Trending In The World Of Alcohol Right Now?
As any foodie business will know, keeping up with all the latest trends in food and drink is an absolute must if you’re to keep your customers interested in what you’ve got going on, stopping them from going off to sample what the competition has to offer.
No doubt you’ve all noticed the serious gin boom that has been going on over the last few months so if you are yet to increase your offerings in this regard then you really are missing a trick.
Figures from the Wine & Spirit Trade Association (WSTA) show that gin sales and exports for last year reached more than £2.7 billion, with the value of the flavoured gin market in the UK rising by an impressive 751 per cent in 2018 – with sales of the spirit hitting 73 million bottles.
Miles Beale, chief executive of the WSTA, put the growth down to pink and flavoured gin, quoted by the Independent as saying: “The truly staggering rise in gin sales shows that British gin is gaining more and more fans by the day.”
While gin appears to be going great guns, don’t discount the selling power of non-alcoholic drinks, either.
Trends and insights consultancies CGA and IWSR, Distill Ventures, have just published a study revealing that in the last 12 months, there have been 271 premium soft drink launches here in the UK, so it’s certainly worth looking at how you could diversify your menus in this regard.
In bars and restaurants across London, non-alcoholic drinks are certainly proving their worth, with 55 per cent of restaurants providing such options. In the capital, 42 per cent of the wider London on-trade are now predicting that non-alcoholic spirits, beer and wine to have a key role to play in their sales mix over the coming year.
Consumer demand is in large part driving this growth, with 61 per cent of people saying that they want more choice in this regard. But remember that even though there has been a surge in interest in non-alcoholic beverages, this doesn’t mean that people are staying in the house and not going out.
In fact, 59 per cent of people order non-alcoholic drinks on nights out, while also drinking alcohol at the same time. And not only that but 75 per cent of influential consumers in the UK expect the places they visit to have a range of interesting and niche drinks.
Commenting on the findings, author of The Cocktail Guy Rich Woods said: “We’re no longer seeing ‘mocktails’ reduced to the back of the menu. These incredibly creative Non-Alc cocktails are now taking centre stage on menus, sharing an equivalent portion of the limelight with their alcoholic siblings.
“Not wanting to compromise on taste, top bars are innovating really quickly to ensure that equal experiences are given to every guest, regardless of whether or not they’re drinking alcohol.”
And then, of course, you can’t talk drinks without making mention of craft beer, which is hugely popular in the UK right now.
Online craft beer distribution marketplace EeBriaTrade published a report earlier this year, revealing that growth of 381 per cent has been seen in no and low alcohol (less than 2.8 per cent) beer. Some breweries even now specialise in low alcohol, including Small Beer, Infinite Session and Big Drop, so something worth bearing in mind.
Growth of cans has also been seen in the last few years. Back in 2016, cans were only 16 per cent of all packaged craft beer sold, but now this represents 72 per cent of the market. Interestingly, breweries that switched from bottle to can saw that their rate of sale nearly tripled on average as a result. New larger 440ml cans are now the most popular, so something else to think about when stocking your fridges at work.
“Craft Beer is rapidly growing area of the beer industry, but it can be hard to track what’s going on in such a fast-moving space.
“The whole craft beer market is exploding all across Europe at the moment and we want to bring our unique marketplace to those countries, and ultimately create a global marketplace where everybody can access the world’s best beers, ciders, wines and spirits,” David Jackson, CEO and co-founder of EeBriaTrade, said.
These are just some of the very latest trends in drinking and it’s certainly worth bearing the facts in mind to help you maximise your sales at work. But you might also want to note that nearly one in four adults in the UK are now choosing not to drink alcohol and while the average intake is on the rise around the world, this trend is reversed in this country.
This is according to a new study by a team of researchers from the TU Dresden, reported on by the Independent, just one in four men and one in seven women drink over 14 units each week. This trend is especially marked for millennials, while baby boomers are more likely to drink and at higher levels… so perhaps something to think about when putting marketing material together.
Of course, regardless of the kind of alcohol you plan on serving your customers, it’s essential that you take a personal licence training course to ensure that you are able to sell alcohol responsibly while maintaining standards to minimise the chances of alcohol misuse and abuse. If you’d like to find out more about these training courses, get in touch with us today.