Huge spirits growth, the rise of alcoholic seltzer, booming canned wine sales and the craft beer market reaching saturation point were among the key liquor trends explored at the latest Drinks Association Network breakfast.
Danny Brager, Nielsen Senior Vice-President, Beverage Alcohol Practice (US), discussed learnings the Australian drinks industry can take from liquor trends in the United States.
He also explored the need for innovation and the importance of giving consumers an experience with their drinks, whether it be yoga in a vineyard or axe-throwing in a bar, as being vital to growth.
"Innovation that blurs category lines is a consistent trend we are seeing in the liquor market - there is lots of collaboration between breweries, distilleries and winemakers currently in play," he said.
"While still in its infancy in Australia, consumers now can find whisky brands with a hint of IPA beer, wines aged in whisky barrels and spirits brands venturing into the ‘ready-to-drink cocktails’ space."
He also noted that packaging innovations were thriving, pointing to The Glenlivet whisky pod cocktails; Heineken's “Coolerpack,” a 18-pack cardboard packaging that allows consumers to chill their Heineken bottles by simply removing the top of the case and adding ice; and STACKED Wines, a set of four 187ml pre-poured cups of wine that are sealed and stacked on top of one another.
Share the content
