Infographic: 9 trends in spirits and beverage consumption for 2022

01. Sophistication and premiumization

Sophistication and premiumization in the beverage sector. Consumers are choosing quality over quantity. Premium spirits are set to increase their global market share by volume to 13 % by 2024.

02. More ethical, alcohol-free choices

Brands continue to create alcohol-free recipes that offer real functional benefits. In terms of ethics, people are moving towards genuine companies that support local communities, charitable events and the reduction of environmental impact.

03. Digital and technological commitment

Technological innovations such as the augmented reality are changing the way consumers interact with products and brands. Blockchain and NFTs arrive on the spirits market rare and super-premium. Visit Metaverse is on its way to titillate the physical world in the next 5 to 10 years. On its side, artificial intelligence set to boom in 2023/2024.

04. Social and inclusive experiences

Local experiences continue to grow in popularity. Spiritourism, pop-up events, festivals and interactive spaces encourage people to try out new beverage experiences. In the hotel sector, themed cocktails and food and beverage pairings can become a key element of taste discoveries.

05. Out-of-the-ordinary or simplistic recipes

The brewing industry is home to increasingly refined potions. Non-standard recipes may well continue in this vein. However, we are seeing a renewed interest in simple, even ancestral recipes (e.g. the law of purity). We predict: a growth in NABLABs, an enthusiasm for bottom fermentation, a return of the beer and an undeniable craze for oenobières, vières and Grape Ales.

06. An invasion of new categories

Startups and established brands are now offering more niche products, tailored to specific consumption occasions. The expansion of new beverage categories by 2025 will make neuromarketing studies increasingly difficult to analyze. As a result, the positioning of seltzer brands will have to stand out from the crowd.

07. The evolution of traditions

Consumers have adopted new habits, linked to the restrictions and successive closures of bars and restaurants. These habits will persist in the future. As a result, we have seen the popularization of canned drinks, for all types of products (beer, wine...), kombucha, saké, premix, etc.).

08. Cannabis-infused drinks

The industry's major players are watching the market with interest. Beverages infused with cannabis could follow the same trajectory as hard seltzers. According to data from the analysis company Headset (U.S.), sales of hemp/CBD/THC-based beverages increased by 40.3 % in 2020 compared with 2019 in all states where recreational cannabis is legal.

09. The irreverence of Generation Z

Gen-Z represents 32 % of the world's population. Perseverance, curiosity, open-mindedness and multiculturalism are among the traits of this generation. Many young people under the age of 25 claim to support committed and militant brands who manage to break free from established codes. The result is a punk attitude, passionate audacity and a dose of irreverence. In recent months, we've also noticed a trend towards 90s nostalgia, combined with the use of extravagant, even psychedelic, 70s typography.