Premiumisation and 'mindful drinking' have been identified as top drinks trends for BWS as it launches 100 Days of Summer.
'Mindful drinking’ is the latest health craze among Aussie consumers, with the popularity of Dry January, low-carb beer, alcohol-free spirits and hard kombucha all on the rise.
According to Danny Brager, Senior Vice-President, Beverage Alcohol Practice (US), beverage drinkers aged 21-34 are particularly mindful, with 66% of them making an effort to reduce their overall consumption of alcohol.
"Australians are reducing the alcohol they consume with one-in-four claiming they have done so recently," he said. "This is more pronounced for men aged over 40. When exploring the reasons behind the reduction in alcohol intake, 32%" of beer drinkers said they are opting for a healthier lifestyle."
Brager is also excited about the latest US drinks trend to hit Australia stores - alcoholic seltzer. It’s recorded $1.1billion in sales in the US in the last 12 months and seen 200% growth.
Lion was first into the Australian market with Quincy last week.
Here's what Ken Russell, Head of Marketing: Customer Experience, Brand & Convenience at BWS, had to say about the hottest drinks trends and what's planned in store for the coming months.
What are you predicting will be the hot drinks trends in beer at BWS this summer and why?
Craft beer is continuously improving achieving higher sales week on week, the momentum of this sub-category is strong and the expectation is that it'll only get bigger over the summer break.
Mid-strength beers and non-alcoholic drinks are also gaining momentum and we expect this to particularly spike after New Year's Eve when customers are setting their new year's resolutions and want to be more mindful with their drinks choices.
More and more customers are gravitating to low and non-alcohol products.
Are canned products overcoming their previous stigma and taking market share from bottles?
Canned products are definitely overcoming their previous stigma with customers, however canned wine was never created to compete with bottled wine.
Canned wine is breaking down the barrier and bringing new customers into the wine category, who wouldn't necessarily purchase a whole bottle of wine but would like to try a can. Canned wine also chills faster and is recyclable, which in the current environment resonates well with our customers.
Is canned wine continuing to grow?
Canned wine is going from strength to strength. At BWS we focus on 'occasion', events such as BBQs, parties and camping are the perfect occasions for our customers who are used to purchasing bottles of wine to transition to the more convenient can option. The new sparkling and spritz options that are coming through will only help to grow the category.
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