{"id":2409,"date":"2024-04-10T17:25:26","date_gmt":"2024-04-10T16:25:26","guid":{"rendered":"https:\/\/blackthornsdesign.com\/?p=2409"},"modified":"2026-03-10T20:59:23","modified_gmt":"2026-03-10T19:59:23","slug":"consumer-trends-spirits-sector","status":"publish","type":"post","link":"https:\/\/blackthornsdesign.com\/en\/blog\/happy-hour\/tendances-consommateurs-secteur-spiritueux\/","title":{"rendered":"Spirits: key trends 2025-2026"},"content":{"rendered":"\n<div class=\"wp-block-uagb-container margin-x-xl uagb-block-46255fe1 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<div class=\"wp-block-uagb-image uagb-block-449e17c2 wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none\"><figure class=\"wp-block-uagb-image__figure\"><a class=\"\" href=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Hennessy-Paradis-Unlimited-scaled.jpg\" target=\"\" rel=\"noopener\"><img decoding=\"async\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Hennessy-Paradis-Unlimited-scaled.jpg ,https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Hennessy-Paradis-Unlimited-scaled.jpg 780w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Hennessy-Paradis-Unlimited-scaled.jpg 360w\" sizes=\"auto, (max-width: 480px) 150px\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Hennessy-Paradis-Unlimited-scaled.jpg\" alt=\"\" class=\"uag-image-8051\" width=\"2560\" height=\"1440\" title=\"Hennessy Paradis Unlimited\" loading=\"lazy\" role=\"img\"\/><\/a><figcaption class=\"uagb-image-caption\">Hennessy Paradis Unlimited<\/figcaption><\/figure><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-d7880876 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<h2 class=\"wp-block-heading\" style=\"text-transform:uppercase\">L&rsquo;essentiel en 30 secondes<\/h2>\n\n\n\n<p><strong>Contexte march\u00e9 :<\/strong> Les volumes mondiaux de spiritueux ont recul\u00e9 de -1 % en 2024 (IWSR), avec une croissance en valeur limit\u00e9e \u00e0 +1 %. Un secteur en transformation profonde entre pressions \u00e9conomiques, \u00e9volution des modes de vie et explosion de nouvelles cat\u00e9gories.<\/p>\n\n\n\n<p><strong>Les 6 tendances de consommation majeures 2025-2026 :<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Explosion des RTD<\/strong> \u2014 Les cocktails pr\u00eats-\u00e0-boire devraient cro\u00eetre de +400 % en Am\u00e9rique du Nord d&rsquo;ici 2029. La Gen Z repr\u00e9sente d\u00e9j\u00e0 15 % des consommateurs RTD vs 12 % pour le vin (IWSR)<\/li>\n\n\n\n<li><strong>Ancrage du No-Low<\/strong> \u2014 +9 % de volumes sans alcool en 2024, 61 millions de nouveaux consommateurs en 2 ans. Le \u00ab\u00a0zebra striping\u00a0\u00bb (alternance alcool\/sans alcool) se g\u00e9n\u00e9ralise<\/li>\n\n\n\n<li><strong>Occasion \u00ab\u00a0Aperitivo\u00a0\u00bb<\/strong> \u2014 Le spritz domine les ventes CHR en France (25 % du CA cocktails). Les ap\u00e9ritifs premium US : +18 % de croissance annuelle (2018-2023)<\/li>\n\n\n\n<li><strong>Gen Z : nouveaux codes<\/strong> \u2014 Abandon de l&rsquo;imagerie masculine traditionnelle, mont\u00e9e des \u00ab\u00a0Creator Brands\u00a0\u00bb authentiques, esth\u00e9tique inspir\u00e9e du bien-\u00eatre et du cannabis<\/li>\n\n\n\n<li><strong>Pr\u00e9miumisation s\u00e9lective<\/strong> \u2014 \u00ab\u00a0Boire moins mais mieux\u00a0\u00bb : les consommateurs privil\u00e9gient la qualit\u00e9 sur la quantit\u00e9, guid\u00e9s par leurs valeurs plut\u00f4t que le statut<\/li>\n\n\n\n<li><strong>Tech &amp; contre-tendance artisanale<\/strong> \u2014 <a href=\"https:\/\/blackthornsdesign.com\/blog\/intelligence-artificielle\/les-agents-ia-vont-etre-la-nouvelle-big-trend\/\">IA pour l&rsquo;optimisation<\/a> (Diageo, Keychain) vs mouvement \u00ab\u00a0fait-main\u00a0\u00bb anti-IA c\u00e9l\u00e9brant l&rsquo;imperfection et l&rsquo;authenticit\u00e9<\/li>\n<\/ol>\n\n\n\n<p><strong>Nouvelles cat\u00e9gories \u00e9mergentes :<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Boissons \u00ab\u00a0pr\u00e9-alcool\u00a0\u00bb<\/strong> (ZBiotics, Seoul Tonic) : pr\u00e9parer l&rsquo;organisme avant consommation<\/li>\n\n\n\n<li><strong>Boissons THC<\/strong> (Fabric, Cann) : march\u00e9 distinct aux US<\/li>\n\n\n\n<li><strong>Spiritueux ultra-premium<\/strong> : Glenlivet 85 ans, Glenfarclas 70 ans, Appleton Estate 51 ans<\/li>\n<\/ul>\n\n\n\n<p><strong>\u00c0 retenir :<\/strong> Le secteur navigue entre deux forces contradictoires \u2014 l&rsquo;efficacit\u00e9 technologique (IA, RTD, e-commerce) et la qu\u00eate d&rsquo;authenticit\u00e9 (artisanat, transparence, engagement r\u00e9el des fondateurs). Les marques gagnantes seront celles qui sauront concilier ces tensions culturelles.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-0bb1e768 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\t\t\t\t<div class=\"wp-block-uagb-table-of-contents uagb-toc__align-left uagb-toc__columns-1  uagb-block-ed281115 proxima margin-bottom-xl     \"\n\t\t\t\t\tdata-scroll= \"1\"\n\t\t\t\t\tdata-offset= \"30\"\n\t\t\t\t\tstyle=\"\"\n\t\t\t\t>\n\t\t\t\t<div class=\"uagb-toc__wrap\">\n\t\t\t\t\t\t<div class=\"uagb-toc__title\">\n\t\t\t\t\t\t\tSommaire<br>\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"uagb-toc__list-wrap \">\n\t\t\t\t\t\t<ol class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#lessentiel-en-30-secondes\" class=\"uagb-toc-link__trigger\">L&#039;essentiel en 30 secondes<\/a><li class=\"uagb-toc__list\"><a href=\"#introduction\" class=\"uagb-toc-link__trigger\">Introduction<\/a><li class=\"uagb-toc__list\"><a href=\"#les-tendances-spiritueux-\u00e0-la-rentr\u00e9e-2025-bilan-des-8-premiers-mois\" class=\"uagb-toc-link__trigger\">Les tendances spiritueux \u00e0 la rentr\u00e9e 2025 : bilan des 8 premiers mois<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#1-contexte-\u00e9conomique-entre-restructurations-cessions-et-distilleries-en-difficult\u00e9\" class=\"uagb-toc-link__trigger\">1. Contexte \u00e9conomique : entre restructurations, cessions et distilleries en difficult\u00e9<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#2-r\u00e9glementation-et-identit\u00e9-les-appellations-au-c\u0153ur-des-enjeux\" class=\"uagb-toc-link__trigger\">2. R\u00e9glementation et identit\u00e9 : les appellations au c\u0153ur des enjeux<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#3-innovations-et-lancements-laudace-comme-r\u00e9ponse-\u00e0-la-morosit\u00e9\" class=\"uagb-toc-link__trigger\">3. Innovations et lancements : l&#039;audace comme r\u00e9ponse \u00e0 la morosit\u00e9<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#4-tendances-de-consommation-la-gen-z-le-no-low-et-le-spritz-en-t\u00eate-daffiche\" class=\"uagb-toc-link__trigger\">4. Tendances de consommation : la Gen Z, le no-Low et le spritz en t\u00eate d&#039;affiche<\/a><\/li><\/ul><\/li><li class=\"uagb-toc__list\"><a href=\"#la-g\u00e9n\u00e9ration-z-red\u00e9finit-les-codes-de-consommation-des-spiritueux\" class=\"uagb-toc-link__trigger\">La g\u00e9n\u00e9ration Z red\u00e9finit les codes de consommation des spiritueux<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#labandon-progressif-des-codes-masculins-traditionnels\" class=\"uagb-toc-link__trigger\">L&#039;abandon progressif des codes masculins traditionnels<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#l\u00e9mergence-du-mouvement-trad-masc-en-contre-tendance\" class=\"uagb-toc-link__trigger\">L&#039;\u00e9mergence du mouvement &quot;Trad Masc&quot; en contre-tendance<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#lauthenticit\u00e9-comme-nouveau-crit\u00e8re-de-choix\" class=\"uagb-toc-link__trigger\">L&#039;authenticit\u00e9 comme nouveau crit\u00e8re de choix<\/a><\/li><\/ul><\/li><\/ul><\/li><li class=\"uagb-toc__list\"><a href=\"#lessor-des-alternatives-et-nouvelles-cat\u00e9gories-de-boissons\" class=\"uagb-toc-link__trigger\">L&#039;essor des alternatives et nouvelles cat\u00e9gories de boissons<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#le-ph\u00e9nom\u00e8ne-rtd-bouleverse-le-paysage-traditionnel\" class=\"uagb-toc-link__trigger\">Le ph\u00e9nom\u00e8ne RTD bouleverse le paysage traditionnel<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#les-boissons-pr\u00e9-alcool-nouvelle-trend-pr\u00e9ventive-ou-pas\" class=\"uagb-toc-link__trigger\">Les boissons &quot;pr\u00e9-alcool&quot;, nouvelle trend pr\u00e9ventive (ou pas) ?<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#le-segment-no-low-confirme-son-ancrage-durable\" class=\"uagb-toc-link__trigger\">Le segment No-Low confirme son ancrage durable<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#loccasion-aperitivo-transforme-la-consommation-de-spiritueux\" class=\"uagb-toc-link__trigger\">L&#039;occasion &quot;aperitivo&quot; transforme la consommation de spiritueux<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#les-boissons-au-thc-cr\u00e9ent-leur-propre-march\u00e9-aux-us\" class=\"uagb-toc-link__trigger\">Les boissons au THC cr\u00e9ent leur propre march\u00e9 aux US<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><li class=\"uagb-toc__list\"><a href=\"#le-packaging-design-miroir-des-tensions-culturelles-contemporaines\" class=\"uagb-toc-link__trigger\">Le packaging design, miroir des tensions culturelles contemporaines<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#linfluence-m\u00e9connue-des-acheteurs-de-la-grande-distribution\" class=\"uagb-toc-link__trigger\">L&#039;influence m\u00e9connue des acheteurs de la grande distribution<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#entre-strat\u00e9gies-de-sortie-et-authenticit\u00e9-artisanale\" class=\"uagb-toc-link__trigger\">Entre strat\u00e9gies de sortie et authenticit\u00e9 artisanale<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#lesth\u00e9tique-gothique-reflet-dune-\u00e9poque-anxieuse\" class=\"uagb-toc-link__trigger\">L&#039;esth\u00e9tique gothique, reflet d&#039;une \u00e9poque anxieuse<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><li class=\"uagb-toc__list\"><a href=\"#la-tech-au-service-de-lexp\u00e9rience-spiritueux\" class=\"uagb-toc-link__trigger\">La tech au service de l&#039;exp\u00e9rience spiritueux<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#lintelligence-artificielle-outil-doptimisation-et-de-pr\u00e9diction-pour-la-fili\u00e8re-spiritueux\" class=\"uagb-toc-link__trigger\">L&#039;intelligence artificielle, outil d&#039;optimisation et de pr\u00e9diction pour la fili\u00e8re spiritueux<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#la-contre-r\u00e9volution-du-fait-main-face-\u00e0-lia\" class=\"uagb-toc-link__trigger\">La contre-r\u00e9volution du &quot;fait-main&quot; face \u00e0 l&#039;IA<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#vers-des-exp\u00e9riences-phygitales-immersives\" class=\"uagb-toc-link__trigger\">Vers des exp\u00e9riences phygitales immersives<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><li class=\"uagb-toc__list\"><a href=\"#consommation-responsable-et-pr\u00e9miumisation-s\u00e9lective-dans-la-fili\u00e8re-spiritueux\" class=\"uagb-toc-link__trigger\">Consommation responsable et pr\u00e9miumisation s\u00e9lective dans la fili\u00e8re spiritueux<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#la-pr\u00e9miumisation-devient-s\u00e9lective-face-aux-pressions-\u00e9conomiques\" class=\"uagb-toc-link__trigger\">La pr\u00e9miumisation devient s\u00e9lective face aux pressions \u00e9conomiques<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#la-transparence-comme-nouveau-standard\" class=\"uagb-toc-link__trigger\">La transparence comme nouveau standard<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#durabilit\u00e9-et-initiatives-rse\" class=\"uagb-toc-link__trigger\">Durabilit\u00e9 et initiatives RSE<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><li class=\"uagb-toc__list\"><a href=\"#d\u00e9fis-externes-et-g\u00e9opolitiques\" class=\"uagb-toc-link__trigger\">d\u00e9fis externes et g\u00e9opolitiques<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#limpact-des-tensions-g\u00e9opolitiques-sur-le-secteur\" class=\"uagb-toc-link__trigger\">L&#039;impact des tensions g\u00e9opolitiques sur le secteur<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#l\u00e9volution-des-modes-de-vie-face-\u00e0-lincertitude\" class=\"uagb-toc-link__trigger\">L&#039;\u00e9volution des modes de vie face \u00e0 l&#039;incertitude<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><li class=\"uagb-toc__list\"><a href=\"#conclusion\" class=\"uagb-toc-link__trigger\">Conclusion<\/a><li class=\"uagb-toc__list\"><a href=\"#vous-souhaitez-aller-plus-loin-et-acc\u00e9der-\u00e0-une-analyse-d\u00e9taill\u00e9e-des-tendances-qui-fa\u00e7onneront-le-monde-des-vins-et-spiritueux-en-2025\" class=\"uagb-toc-link__trigger\">Vous souhaitez aller plus loin et acc\u00e9der \u00e0 une analyse d\u00e9taill\u00e9e des tendances qui fa\u00e7onneront le monde des Vins et Spiritueux en 2025 ?<\/a><\/ul><\/ul><\/ul><\/ul><\/ul><\/ul><\/ul><\/ol>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div><\/div>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-9304bca8 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<h2 class=\"wp-block-heading\" style=\"text-transform:uppercase\">Introduction<\/h2>\n\n\n\n<p>Le march\u00e9 mondial des spiritueux traverse une p\u00e9riode de transformation en 2026. Selon les <a href=\"https:\/\/www.theiwsr.com\/insight\/inside-the-iwsr-global-trends-report-key-drivers-for-beverage-alcohol-in-2025\/\" target=\"_blank\" rel=\"noreferrer noopener\">derni\u00e8res donn\u00e9es de l&rsquo;IWSR<\/a>, les volumes totaux de boissons alcoolis\u00e9es ont recul\u00e9 de 1% en 2024, avec une croissance en valeur limit\u00e9e \u00e0 1%. Dans ce contexte difficile, six tendances majeures redessinent l&rsquo;avenir du secteur : de la pr\u00e9miumisation s\u00e9lective aux pressions g\u00e9opolitiques, en passant par l&rsquo;\u00e9volution des modes de vie et l&rsquo;essor des nouvelles cat\u00e9gories. Cet article d\u00e9crypte les mutations qui transforment la <a href=\"https:\/\/superpotion.fr\/tendances-spiritueux-2025-innovations-et-defis-du-marche-des-alcools-forts\/\" target=\"_blank\" rel=\"noreferrer noopener\">consommation de spiritueux<\/a> en France et dans le monde.<\/p>\n\n\n\n<p>Pour vous aider \u00e0 cr\u00e9er votre marque de spiritueux, anticiper les grands enjeux du moment ou d\u00e9velopper votre strat\u00e9gie de marque de spiritueux, vous pouvez vous procurer le rapport strat\u00e9gique \u00ab\u00a0<a href=\"https:\/\/blackthornsdesign.com\/offres-et-services\/decryptage-tendances-consommation-vins-et-spiritueux\/\">Tendances dans la consommation de vins &amp; spiritueux<\/a>\u00a0\u00bb publi\u00e9 en avril 2024 par Ludovic Mornand, fondateur de Studio Blackthorns.<\/p>\n<\/div><\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-6f63ddbf alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<h2 class=\"wp-block-heading caps\" style=\"text-transform:uppercase\">Les tendances spiritueux \u00e0 la rentr\u00e9e 2025 : bilan des 8 premiers mois<\/h2>\n\n\n\n<p>L&rsquo;ann\u00e9e 2025 s&rsquo;est r\u00e9v\u00e9l\u00e9e \u00eatre une p\u00e9riode de profonds contrastes pour l&rsquo;univers des spiritueux. Entre des tensions commerciales persistantes, des consolidations majeures et une cr\u00e9ativit\u00e9 d\u00e9brid\u00e9e, le march\u00e9 navigue en eaux agit\u00e9es. Alors que la rentr\u00e9e 2025 s&rsquo;amorce, il est temps de distiller les actualit\u00e9s et insights qui ont fa\u00e7onn\u00e9 la fili\u00e8re de janvier \u00e0 ao\u00fbt 2025.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Contexte \u00e9conomique : entre restructurations, cessions et distilleries en difficult\u00e9<\/h3>\n\n\n\n<p>Le ralentissement \u00e9conomique, amorc\u00e9 en d\u00e9but d&rsquo;ann\u00e9e, s&rsquo;est confirm\u00e9 et a eu des cons\u00e9quences tangibles.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>La valse des taxes douani\u00e8res :<\/strong> le feuilleton des guerres commerciales a tenu la fili\u00e8re en haleine. <a href=\"https:\/\/www.lagazettefrance.fr\/article\/droits-de-douane-la-filiere-des-vins-et-spiritueux-francais-appelle-a-poursuivre-les-negociations\" target=\"_blank\" rel=\"noreferrer noopener\">Les menaces de taxes am\u00e9ricaines sur les produits europ\u00e9ens<\/a> ont provoqu\u00e9 une \u00ab\u00a0immense d\u00e9ception\u00a0\u00bb de la part de la FEVS. Parall\u00e8lement, le conflit entre la Chine et l&rsquo;Europe sur les brandys s&rsquo;est prolong\u00e9, malgr\u00e9 des signes de dialogue, continuant d&rsquo;impacter lourdement les exportations de Cognac.<\/li>\n\n\n\n<li><strong>Consolidation et cessions strat\u00e9giques :<\/strong> le march\u00e9 a connu des mouvements significatifs. <a href=\"https:\/\/distilnews.fr\/requiem-pour-un-whiskey\/\" target=\"_blank\" rel=\"noreferrer noopener\">Campari Group a c\u00e9d\u00e9 sa marque historique Cinzano<\/a>, tandis que William Grant &amp; Sons a finalis\u00e9 l&rsquo;acquisition de The Famous Grouse. En France, <a href=\"https:\/\/rumporter.com\/dugas-officialise-lacquisition-de-la-fabrique-de-larrange\/?ref=distilnews.fr\" target=\"_blank\" rel=\"noreferrer noopener\">Dugas a rachet\u00e9 La Fabrique de l&rsquo;Arrang\u00e9<\/a> et R\u00e9my Cointreau, via son fonds RC Ventures, a pris une participation dans la marque de sans alcool JNPR Spirits.<\/li>\n\n\n\n<li><strong>Les distilleries sous pression :<\/strong> signe le plus marquant des difficult\u00e9s du secteur, plusieurs distilleries ont d\u00fb suspendre leur production. Apr\u00e8s Brown-Forman et Campari en d\u00e9but d&rsquo;ann\u00e9e, ce sont des noms comme Roe &amp; Co (Diageo), Dublin Liberties Distillery et Tullamore D.E.W. qui ont mis leur production en pause. Plus grave encore, la distillerie alsacienne Bertrand a cess\u00e9 ses activit\u00e9s, tandis que Maison Lineti, Powerscourt et Killarney en Irlande ont travers\u00e9 des p\u00e9riodes critiques, cherchant des repreneurs pour \u00e9viter la liquidation.<\/li>\n<\/ul>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69dba21ab4dc7&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69dba21ab4dc7\" class=\"wp-block-image size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"663\" height=\"467\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/cinzanno-campari.webp\" alt=\"Campari c\u00e8de Cinzanno\" class=\"wp-image-8079\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/cinzanno-campari.webp 663w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/cinzanno-campari-640x451.webp 640w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/cinzanno-campari-150x106.webp 150w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/cinzanno-campari-18x12.webp 18w\" sizes=\"auto, (max-width: 663px) 100vw, 663px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">2. R\u00e9glementation et identit\u00e9 : les appellations au c\u0153ur des enjeux<\/h3>\n\n\n\n<p>La d\u00e9finition et la protection des cat\u00e9gories de spiritueux ont \u00e9t\u00e9 des sujets br\u00fblants, illustrant la bataille pour l&rsquo;identit\u00e9 et la valeur.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>La controverse du \u00ab\u00a0Rye Whisky\u00a0\u00bb europ\u00e9en :<\/strong> un accord UE-Canada datant de 2004 a refait surface de mani\u00e8re \u00ab\u00a0<a href=\"https:\/\/distilnews.fr\/ryedicule\/\" target=\"_blank\" rel=\"noreferrer noopener\">ryedicule<\/a>\u00a0\u00bb (Dixit Frederic Roginska de <a href=\"https:\/\/distilnews.fr\/\" target=\"_blank\" rel=\"noreferrer noopener\">Distilnews<\/a>), interdisant \u00e0 des producteurs europ\u00e9ens comme Stauning d&rsquo;\u00e9tiqueter leurs produits comme \u00ab\u00a0Rye Whisky\u00a0\u00bb, provoquant une vague d&rsquo;incompr\u00e9hension et un appel \u00e0 la ren\u00e9gociation.<\/li>\n\n\n\n<li><strong>Le d\u00e9bat sur la transparence de la tequila :<\/strong> le conflit entre le Consejo Regulador del Tequila (CRT) et l&rsquo;Additive Free Alliance a atteint un nouveau sommet. Apr\u00e8s une plainte du CRT, la marque Patr\u00f3n (Bacardi) a vu ses exportations temporairement suspendues suite \u00e0 sa campagne \u00ab\u00a0sans additifs\u00a0\u00bb, avant de lancer une nouvelle campagne audacieuse intitul\u00e9e \u00ab\u00a0<a href=\"https:\/\/www.prnewswire.com\/news-releases\/patron-tequila-launches-censored-truth-campaign-pulling-back-the-curtain-on-whats-really-in-your-tequila-302500740.html\" target=\"_blank\" rel=\"noreferrer noopener\">Censored Truth<\/a>\u00a0\u00bb pour d\u00e9noncer le manque de transparence de la r\u00e9glementation.<\/li>\n\n\n\n<li><strong>Les indications g\u00e9ographiques en mouvement :<\/strong> tandis que l&rsquo;American Single Malt a \u00e9t\u00e9 officiellement reconnu en d\u00e9but d&rsquo;ann\u00e9e, l&rsquo;IG Whisky de France avance avec des contraintes plus fortes que pr\u00e9vu, notamment sur l&rsquo;origine de l&rsquo;orge et les types de f\u00fbts autoris\u00e9s. Pendant ce temps, la carte des whiskies anglais continue de s&rsquo;\u00e9toffer, comptant d\u00e9sormais 61 distilleries.<\/li>\n<\/ul>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69dba21ab5522&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69dba21ab5522\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"889\" height=\"1140\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Patron_Tequila_2-889x1140.jpg\" alt=\"Patron Tequila - Campagne Censored Truth \" class=\"wp-image-8081\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Patron_Tequila_2-889x1140.jpg 889w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Patron_Tequila_2-499x640.jpg 499w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Patron_Tequila_2-117x150.jpg 117w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Patron_Tequila_2-768x985.jpg 768w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Patron_Tequila_2-1197x1536.jpg 1197w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Patron_Tequila_2-9x12.jpg 9w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Patron_Tequila_2.jpg 1372w\" sizes=\"auto, (max-width: 889px) 100vw, 889px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">3. Innovations et lancements : l&rsquo;audace comme r\u00e9ponse \u00e0 la morosit\u00e9<\/h3>\n\n\n\n<p>Face \u00e0 un march\u00e9 complexe, les marques ont redoubl\u00e9 de cr\u00e9ativit\u00e9 pour se d\u00e9marquer, repoussant les limites du produit et de l&rsquo;exp\u00e9rience.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>La course aux tr\u00e8s vieux mill\u00e9simes :<\/strong> la qu\u00eate d&rsquo;expressions rares et anciennes s&rsquo;est intensifi\u00e9e. Gordon &amp; MacPhail a annonc\u00e9 un <a href=\"https:\/\/www.reddit.com\/r\/Scotch\/comments\/1m7exvr\/worlds_oldest_whisky_85year_glenlivet_scotch\/?tl=fr\" target=\"_blank\" rel=\"noreferrer noopener\">Glenlivet de 85 ans<\/a>, le plus vieux single malt \u00e9cossais jamais embouteill\u00e9. Il a \u00e9t\u00e9 suivi de pr\u00e8s par un Glenfarclas de 70 ans, un The Glen Grant de 65 ans, et un Appleton Estate de 51 ans, pr\u00e9sent\u00e9 comme le plus ancien rhum vieilli en climat tropical.<\/li>\n\n\n\n<li><strong>Maturation extr\u00eame et ingr\u00e9dients insolites :<\/strong> L&rsquo;exp\u00e9rimentation est reine. Camus a immerg\u00e9 un f\u00fbt de cognac dans l&rsquo;Atlantique, WhistlePig a utilis\u00e9 des f\u00fbts en forme de cercueil pour son whiskey, et la distillerie Domhayn a plong\u00e9 un f\u00fbt dans les profondeurs du Loch Ness. C\u00f4t\u00e9 ingr\u00e9dients, on a vu l&rsquo;\u00e9mergence d&rsquo;une vodka go\u00fbt pizza, d&rsquo;un gin aux asperges et m\u00eame d&rsquo;un gin distill\u00e9 avec une carcasse de poulet, fa\u00e7on \u00ab\u00a0pechuga\u00a0\u00bb.<\/li>\n\n\n\n<li><strong>La durabilit\u00e9 devient tangible :<\/strong> le packaging durable n&rsquo;est plus un concept. Pernod Ricard a d\u00e9voil\u00e9 un bouchon en papier pour Absolut, tandis que des marques comme Belle Gn\u00f4le ont adopt\u00e9 des bouteilles en verre all\u00e9g\u00e9 et r\u00e9employ\u00e9.<\/li>\n\n\n\n<li><strong>L&rsquo;art et la tech au service du luxe :<\/strong> la collaboration entre spiritueux et univers cr\u00e9atifs a produit des p\u00e9pites, comme le <a href=\"https:\/\/roskingemnewsreport.com\/from-cocktail-to-couture-tequila-diamond-shines-at-met-gala\/\" target=\"_blank\" rel=\"noreferrer noopener\">diamant synth\u00e9tique<\/a> con\u00e7u \u00e0 partir de tequila 1800 pour le Met Gala, ou la collection de blends <a href=\"https:\/\/www.journalduluxe.fr\/fr\/lifestyle\/olivier-rousteing-whisky-johnnie-walker-collaboration\" target=\"_blank\" rel=\"noreferrer noopener\">Johnnie Walker x Olivier Rousteing<\/a> (Balmain).<\/li>\n<\/ul>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69dba21ab5aa2&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69dba21ab5aa2\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"719\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Johnnie-Walker-Vault-x-Olivier-Rousteing-1140x719.jpg\" alt=\"Johnnie Walker x Olivier Rousteing\" class=\"wp-image-8082\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Johnnie-Walker-Vault-x-Olivier-Rousteing-1140x719.jpg 1140w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Johnnie-Walker-Vault-x-Olivier-Rousteing-640x404.jpg 640w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Johnnie-Walker-Vault-x-Olivier-Rousteing-150x95.jpg 150w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Johnnie-Walker-Vault-x-Olivier-Rousteing-768x484.jpg 768w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Johnnie-Walker-Vault-x-Olivier-Rousteing-1536x969.jpg 1536w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Johnnie-Walker-Vault-x-Olivier-Rousteing-18x12.jpg 18w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Johnnie-Walker-Vault-x-Olivier-Rousteing.jpg 1712w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">4. Tendances de consommation : la Gen Z, le no-Low et le spritz en t\u00eate d&rsquo;affiche<\/h3>\n\n\n\n<p>Les habitudes d&rsquo;achat et de consommation ont continu\u00e9 leur lente mais profonde transformation.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>La Gen Z, une g\u00e9n\u00e9ration nuanc\u00e9e :<\/strong> Plusieurs \u00e9tudes ont affin\u00e9 le portrait de ces jeunes consommateurs. Si une \u00e9tude Rabobank sugg\u00e8re qu&rsquo;ils boivent moins en raison de facteurs \u00e9conomiques et de l&rsquo;usage des smartphones, <a href=\"https:\/\/www.theiwsr.com\/insight\/press-release\/gen-z-not-the-generation-of-moderation-survey-reveals\/\" target=\"_blank\" rel=\"noreferrer noopener\">un rapport de l&rsquo;IWSR<\/a> montre qu&rsquo;ils rattrapent les g\u00e9n\u00e9rations pr\u00e9c\u00e9dentes en mati\u00e8re de consommation d&rsquo;alcool, remettant en question l&rsquo;id\u00e9e d&rsquo;un d\u00e9sint\u00e9r\u00eat total.<\/li>\n\n\n\n<li><strong>Le cocktail roi :<\/strong> les cocktails confirment leur popularit\u00e9. Aux \u00c9tats-Unis, ils surpassent d\u00e9sormais la bi\u00e8re et le vin en performance dans les bars. En France, le Spritz domine outrageusement les ventes en CHR, repr\u00e9sentant pr\u00e8s d&rsquo;un quart du chiffre d&rsquo;affaires des cocktails en mai.<\/li>\n\n\n\n<li><strong>Le \u00ab\u00a0<a href=\"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/tendances-boissons-non-alcoolisees\/\">sans alcool<\/a>\u00a0\u00bb n&rsquo;est plus une niche :<\/strong> le march\u00e9 du No\/Low a attir\u00e9 61 millions de nouveaux consommateurs dans le monde en deux ans selon l&rsquo;IWSR. En France, la tendance est palpable avec l&rsquo;ouverture de nombreuses caves sp\u00e9cialis\u00e9es et des chiffres de vente en forte hausse.<\/li>\n\n\n\n<li><strong>Les valeurs s\u00fbres r\u00e9sistent :<\/strong> malgr\u00e9 les tendances, les classiques ont la vie dure. En France, le litre de Ricard reste le produit le plus vendu en valeur en grande distribution sur l&rsquo;ann\u00e9e, d\u00e9montrant la puissance des marques patrimoniales.<\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<section class=\"wp-block-uagb-section uagb-section__wrap uagb-section__background-none uagb-block-73c0949f margin-x-xl\"><div class=\"uagb-section__overlay\"><\/div><div class=\"uagb-section__inner-wrap\">\n<div class=\"wp-block-uagb-image uagb-block-21f7b59f wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none margin-x-xl\"><figure class=\"wp-block-uagb-image__figure\"><a class=\"\" href=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Razels-rum-range-scaled.jpg\" target=\"\" rel=\"noopener\"><img decoding=\"async\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Razels-rum-range-scaled.jpg ,https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Razels-rum-range-scaled.jpg 780w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Razels-rum-range-scaled.jpg 360w\" sizes=\"auto, (max-width: 480px) 150px\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Razels-rum-range-scaled.jpg\" alt=\"Gamme de rhums &quot;Razel's rum&quot;\" class=\"uag-image-8049\" width=\"2560\" height=\"1440\" title=\"Gamme de rhums &quot;Razel's rum&quot;\" loading=\"lazy\" role=\"img\"\/><\/a><figcaption class=\"uagb-image-caption\">Gamme Razel&rsquo;s rum<\/figcaption><\/figure><\/div>\n<\/div><\/section>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-fe1f585e alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<h2 class=\"wp-block-heading caps\" style=\"text-transform:uppercase\">La g\u00e9n\u00e9ration Z red\u00e9finit les codes de consommation des spiritueux<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">L&rsquo;abandon progressif des codes masculins traditionnels<\/h3>\n\n\n\n<p>La <a href=\"https:\/\/superpotion.fr\/generation-z-dans-la-filiere-boissons-bieres-vins-et-spiritueux\/\" target=\"_blank\" rel=\"noreferrer noopener\">g\u00e9n\u00e9ration Z<\/a>, repr\u00e9sentant 15% des consommateurs de RTD contre seulement 12% pour le vin traditionnel selon l&rsquo;IWSR, impose de nouveaux standards esth\u00e9tiques au secteur des spiritueux. Les marques abandonnent progressivement l&rsquo;imagerie masculine traditionnelle qui dominait l&rsquo;industrie depuis des d\u00e9cennies. Fini les bouteilles lourdes en verre sombre, les typographies serif imposantes et les palettes chromatiques aust\u00e8res qui \u00e9voquaient pouvoir et exclusivit\u00e9.<\/p>\n\n\n\n<p>Une <a href=\"https:\/\/blackthornsdesign.com\/blog\/inspiration\/les-tendances-branding-et-packaging-engagees-pour-l-avenir\/\" target=\"_blank\" rel=\"noreferrer noopener\">nouvelle vague typographique \u00e9merge<\/a>, caract\u00e9ris\u00e9e par des polices organiques, fluides et \u00ab\u00a0r\u00eaveuses\u00a0\u00bb. Ces designs s&rsquo;inspirent de l&rsquo;univers du bien-\u00eatre et puisent dans la nostalgie des ann\u00e9es 1970 et 1990. Cette \u00e9volution transforme la bouteille de spiritueux en objet d\u00e9coratif destin\u00e9 \u00e0 perdurer sur les \u00e9tag\u00e8res, bien au-del\u00e0 de la consommation du produit.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69dba21ab628a&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69dba21ab628a\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"802\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Zoncello_Bottle_2.jpg-1140x802.webp\" alt=\"Zoncello\" class=\"wp-image-8085\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Zoncello_Bottle_2.jpg-1140x802.webp 1140w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Zoncello_Bottle_2.jpg-640x450.webp 640w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Zoncello_Bottle_2.jpg-150x106.webp 150w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Zoncello_Bottle_2.jpg-768x540.webp 768w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Zoncello_Bottle_2.jpg-1536x1080.webp 1536w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Zoncello_Bottle_2.jpg-18x12.webp 18w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Zoncello_Bottle_2.jpg.webp 1999w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Selon Jesse Reed, fondateur d&rsquo;<a href=\"https:\/\/order.design\/otf\" target=\"_blank\" rel=\"noreferrer noopener\">Order Type Foundry<\/a>, cette direction typographique constitue \u00ab\u00a0une r\u00e9action intentionnelle contre les approches aust\u00e8res et marqu\u00e9es qui ont d\u00e9fini l&#8217;emballage des spiritueux pendant des d\u00e9cennies\u00a0\u00bb. Cette esth\u00e9tique emprunte \u00e9galement aux codes visuels de l&rsquo;<a href=\"https:\/\/blackthornsdesign.com\/blog\/inspiration\/packaging-design-cbd-cannabis-legal\/\">industrie du cannabis<\/a>, refl\u00e9tant l&rsquo;\u00e9volution des pr\u00e9f\u00e9rences des consommateurs qui privil\u00e9gient d\u00e9sormais le cannabis \u00e0 l&rsquo;alcool dans leurs habitudes quotidiennes.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">L&rsquo;\u00e9mergence du mouvement \u00ab\u00a0Trad Masc\u00a0\u00bb en contre-tendance<\/h3>\n\n\n\n<p>Paradoxalement, une contre-tendance se dessine simultan\u00e9ment : le mouvement \u00ab\u00a0Trad Masc\u00a0\u00bb (Traditional Masculine). Ce ph\u00e9nom\u00e8ne voit certaines marques r\u00e9affirmer une esth\u00e9tique masculine traditionnelle, brute et sans artifice. Des produits comme le beef jerky Guinness ou les jerky v\u00e9g\u00e9taux de la marque Agro illustrent cette volont\u00e9 de reconqu\u00e9rir une masculinit\u00e9 per\u00e7ue comme authentique.<\/p>\n\n\n\n<p>Cette dualit\u00e9 esth\u00e9tique r\u00e9v\u00e8le qu&rsquo;il n&rsquo;existe plus une seule voie pour s\u00e9duire la g\u00e9n\u00e9ration Z. Les marques doivent naviguer entre diff\u00e9rentes identit\u00e9s culturelles, \u00e0 condition que leur proposition soit port\u00e9e par une histoire coh\u00e9rente et authentique. Le succ\u00e8s d\u00e9pend moins du style adopt\u00e9 que de la sinc\u00e9rit\u00e9 de la d\u00e9marche.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"599\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/3_Elizabeths_Guinness_Steak_jerky_Beanstalk-1140x599.png\" alt=\"beef jerky Guinness\" class=\"wp-image-8083\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/3_Elizabeths_Guinness_Steak_jerky_Beanstalk-1140x599.png 1140w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/3_Elizabeths_Guinness_Steak_jerky_Beanstalk-640x336.png 640w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/3_Elizabeths_Guinness_Steak_jerky_Beanstalk-150x79.png 150w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/3_Elizabeths_Guinness_Steak_jerky_Beanstalk-768x403.png 768w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/3_Elizabeths_Guinness_Steak_jerky_Beanstalk-18x9.png 18w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/3_Elizabeths_Guinness_Steak_jerky_Beanstalk.png 1200w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">L&rsquo;authenticit\u00e9 comme nouveau crit\u00e8re de choix<\/h3>\n\n\n\n<p>Au-del\u00e0 des consid\u00e9rations esth\u00e9tiques, la g\u00e9n\u00e9ration Z privil\u00e9gie l&rsquo;authenticit\u00e9 dans ses choix de consommation. Les \u00ab\u00a0Creator Brands\u00a0\u00bb ou \u00ab\u00a0Celebrity Brands\u00a0\u00bb, comme Chamberlain Coffee d&rsquo;Emma Chamberlain ou encore Teremana Tequila de The Rock, se distinguent des marques de c\u00e9l\u00e9brit\u00e9s traditionnelles par l&rsquo;implication r\u00e9elle de leur fondateur. Cette proximit\u00e9 g\u00e9n\u00e8re un capital confiance que les grandes enseignes peinent \u00e0 \u00e9galer, m\u00eame en adoptant les codes visuels des marques ind\u00e9pendantes.<\/p>\n\n\n\n<p>L&rsquo;authenticit\u00e9 se mesure \u00e0 l&rsquo;engagement visible du cr\u00e9ateur, sa passion transmise et son lien direct avec sa communaut\u00e9. Les consommateurs d\u00e9tectent rapidement les d\u00e9marches marketing superficielles et privil\u00e9gient les marques qui d\u00e9montrent une coh\u00e9rence entre leurs valeurs affich\u00e9es et leurs actions concr\u00e8tes.<\/p>\n<\/div><\/div>\n\n\n\n<section class=\"wp-block-uagb-section uagb-section__wrap uagb-section__background-none uagb-block-629e64b8 margin-x-xl\"><div class=\"uagb-section__overlay\"><\/div><div class=\"uagb-section__inner-wrap\">\n<div class=\"wp-block-uagb-image uagb-block-c0f47441 wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none\"><figure class=\"wp-block-uagb-image__figure\"><a class=\"\" href=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Rock-Union-Spirits-Vodka.jpg\" target=\"\" rel=\"noopener\"><img decoding=\"async\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Rock-Union-Spirits-Vodka-1140x671.jpg ,https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Rock-Union-Spirits-Vodka.jpg 780w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Rock-Union-Spirits-Vodka.jpg 360w\" sizes=\"auto, (max-width: 480px) 150px\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Rock-Union-Spirits-Vodka-1140x671.jpg\" alt=\"Spiritueux pour la Gen-Z\" class=\"uag-image-7460\" width=\"1921\" height=\"1081\" title=\"Rock-Union-Spirits-Vodka\" loading=\"lazy\" role=\"img\"\/><\/a><figcaption class=\"uagb-image-caption\">Rock Union &#8211; Vodka<\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69dba21ab6faa&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69dba21ab6faa\" class=\"wp-block-image size-large wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Desert-Coyoti-Margaritas-2-1140x622.jpg\" alt=\"Tendances cocktails 2025 - Desert Coyoti - Margaritas\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-uagb-image uagb-block-38d6f7fd wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none\"><figure class=\"wp-block-uagb-image__figure\"><a class=\"\" href=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/absolut-vodka-2.jpg\" target=\"\" rel=\"noopener\"><img decoding=\"async\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/absolut-vodka-2-1140x641.jpg ,https:\/\/blackthornsdesign.com\/wp-content\/uploads\/absolut-vodka-2.jpg 780w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/absolut-vodka-2.jpg 360w\" sizes=\"auto, (max-width: 480px) 150px\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/absolut-vodka-2-1140x641.jpg\" alt=\"Tendance Vodka avec Absolut\" class=\"uag-image-7461\" width=\"900\" height=\"675\" title=\"absolut-vodka-2\" loading=\"lazy\" role=\"img\"\/><\/a><figcaption class=\"uagb-image-caption\">Absolut Vodka<\/figcaption><\/figure><\/div>\n<\/div>\n<\/div>\n<\/div><\/section>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-470973a4 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<h2 class=\"wp-block-heading caps\" style=\"text-transform:uppercase\">L&rsquo;essor des alternatives et nouvelles cat\u00e9gories de boissons<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Le ph\u00e9nom\u00e8ne RTD bouleverse le paysage traditionnel<\/h3>\n\n\n\n<p>L&rsquo;une des \u00e9volutions les plus marquantes de 2025 concerne l&rsquo;explosion des cocktails pr\u00eats-\u00e0-boire (RTD). Selon l&rsquo;IWSR, les volumes de RTD cocktails et long drinks devraient doubler mondialement entre 2019 et 2029, avec <a href=\"https:\/\/www.theiwsr.com\/insight\/inside-the-iwsr-global-trends-report-key-drivers-for-beverage-alcohol-in-2025\/\" target=\"_blank\" rel=\"noreferrer noopener\">une croissance allant jusqu&rsquo;\u00e0 400%<\/a> en Am\u00e9rique du Nord. Cette progression spectaculaire red\u00e9finit les rapports de force dans l&rsquo;industrie.<\/p>\n\n\n\n<div class=\"wp-block-uagb-image uagb-block-0c027277 wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none\"><figure class=\"wp-block-uagb-image__figure\"><a class=\"\" href=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Captain-Morgan-Pepsi.webp\" target=\"\" rel=\"noopener\"><img decoding=\"async\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Captain-Morgan-Pepsi.webp ,https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Captain-Morgan-Pepsi.webp 780w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Captain-Morgan-Pepsi.webp 360w\" sizes=\"auto, (max-width: 480px) 150px\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Captain-Morgan-Pepsi.webp\" alt=\"Captain-Morgan-Pepsi RTD Cocktail\" class=\"uag-image-8058\" width=\"1440\" height=\"810\" title=\"Captain-Morgan-Pepsi\" loading=\"lazy\" role=\"img\"\/><\/a><figcaption class=\"uagb-image-caption\">Captain Morgan x Pepsi<\/figcaption><\/figure><\/div>\n\n\n\n<p>Richard Halstead, COO Consumer Insights de l&rsquo;IWSR, explique que \u00ab\u00a0les RTD sont devenus populaires gr\u00e2ce \u00e0 une combinaison de commodit\u00e9, d&rsquo;innovation gustative et de messages qui s&rsquo;inscrivent dans la<a href=\"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/tendances-boissons-non-alcoolisees\/\"> tendance sant\u00e9 et mod\u00e9ration<\/a>\u00ab\u00a0. Ces produits b\u00e9n\u00e9ficient \u00e9galement d&rsquo;un soutien culturel fort, souvent port\u00e9s par des influenceurs c\u00e9l\u00e9brit\u00e9s, et s&rsquo;av\u00e8rent particuli\u00e8rement adapt\u00e9s aux r\u00e9seaux sociaux.<\/p>\n\n\n\n<div class=\"wp-block-uagb-image uagb-block-44e0a4ea wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none\"><figure class=\"wp-block-uagb-image__figure\"><a class=\"\" href=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Just-Hard-Squeezed.webp\" target=\"\" rel=\"noopener\"><img decoding=\"async\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Just-Hard-Squeezed-1140x871.webp ,https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Just-Hard-Squeezed.webp 780w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Just-Hard-Squeezed.webp 360w\" sizes=\"auto, (max-width: 480px) 150px\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Just-Hard-Squeezed-1140x871.webp\" alt=\"Just Hard Squeezed RTD Cocktail\" class=\"uag-image-8060\" width=\"1140\" height=\"871\" title=\"Just Hard Squeezed\" loading=\"lazy\" role=\"img\"\/><\/a><\/figure><\/div>\n\n\n\n<p>La concurrence avec le vin s&rsquo;intensifie : la part du vin tranquille dans les services globaux a chut\u00e9 de 11% en 2019 \u00e0 10% en 2024, et devrait atteindre 9% en 2029. Parall\u00e8lement, les RTD sont pass\u00e9s de 1% \u00e0 2% de part de march\u00e9 sur la m\u00eame p\u00e9riode.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Les boissons \u00ab\u00a0pr\u00e9-alcool\u00a0\u00bb, nouvelle trend pr\u00e9ventive (ou pas) ?<\/h3>\n\n\n\n<p>L&rsquo;innovation la plus disruptive de 2025 concerne l&rsquo;\u00e9mergence des boissons \u00ab\u00a0pr\u00e9-alcool\u00a0\u00bb. Des marques comme <a href=\"https:\/\/zbiotics.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">ZBiotics<\/a> ou <a href=\"https:\/\/seoultonic.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Seoul Tonic<\/a> proposent des formules fonctionnelles \u00e0 consommer avant une soir\u00e9e pour pr\u00e9parer l&rsquo;organisme et att\u00e9nuer les effets n\u00e9gatifs de l&rsquo;alcool. Cette approche pr\u00e9ventive, plut\u00f4t que curative, r\u00e9sonne parfaitement avec une g\u00e9n\u00e9ration soucieuse de sa sant\u00e9.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69dba21ab7a52&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69dba21ab7a52\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"760\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Zbiotics-1140x760.webp\" alt=\"Zbiotics - boisson fonctionnelle pr\u00e9-alcool\" class=\"wp-image-8061\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Zbiotics-1140x760.webp 1140w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Zbiotics-640x427.webp 640w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Zbiotics-150x100.webp 150w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Zbiotics-768x512.webp 768w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Zbiotics-1536x1024.webp 1536w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Zbiotics-18x12.webp 18w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Zbiotics.webp 2048w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Zack Abbott, CEO de ZBiotics, explique : \u00ab\u00a0Biologiquement, le probl\u00e8me commence pendant que vous buvez, pas le matin suivant. Quand vous buvez, l&rsquo;alcool se d\u00e9compose en une mol\u00e9cule toxique appel\u00e9e ac\u00e9tald\u00e9hyde, qui cause beaucoup des effets du lendemain\u00a0\u00bb. Cette innovation marque le passage d&rsquo;une culture de la \u00ab\u00a0d\u00e9tox\u00a0\u00bb \u00e0 une culture de la \u00ab\u00a0pr\u00e9paration\u00a0\u00bb.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"913\" height=\"1140\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Seoul-Tonic-913x1140.webp\" alt=\"Seoul Tonic, boisson fonctionnelle pr\u00e9-alcool. &quot;Recovery tonic&quot;\" class=\"wp-image-8062\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Seoul-Tonic-913x1140.webp 913w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Seoul-Tonic-512x640.webp 512w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Seoul-Tonic-120x150.webp 120w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Seoul-Tonic-768x959.webp 768w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Seoul-Tonic-10x12.webp 10w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Seoul-Tonic.webp 1080w\" sizes=\"auto, (max-width: 913px) 100vw, 913px\" \/><\/figure>\n\n\n\n<p>Ces produits symbolisent une nouvelle approche de la consommation d&rsquo;alcool, bas\u00e9e sur l&rsquo;intention et la responsabilit\u00e9. Ils permettent aux consommateurs de maintenir leurs habitudes sociales tout en pr\u00e9servant leurs routines de bien-\u00eatre, cr\u00e9ant ainsi un nouveau rituel de consommation. Attention tout de m\u00eame \u00e0 leur composition car la l\u00e9gislation europ\u00e9enne est s\u00fbrement plus regardante vis-\u00e0-vis de ce genre de produits \u00ab\u00a0sant\u00e9\u00a0\u00bb.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Le segment No-Low confirme son ancrage durable<\/h3>\n\n\n\n<p>Le march\u00e9 des boissons sans ou peu alcoolis\u00e9es (No-Low) conna\u00eet une croissance exceptionnelle. L&rsquo;IWSR rapporte une hausse de 9% des volumes de boissons sans alcool en 2024, avec des gains intercat\u00e9gories significatifs. La bi\u00e8re reste dominante mais d&rsquo;autres cat\u00e9gories gagnent du terrain.<\/p>\n\n\n\n<p>Le ph\u00e9nom\u00e8ne de \u00ab\u00a0<a href=\"https:\/\/superpotion.fr\/tendances-spiritueux-2025-innovations-et-defis-du-marche-des-alcools-forts\/\">zebra striping<\/a>\u00a0\u00bb &#8211; l&rsquo;alternance entre boissons alcoolis\u00e9es et sans alcool &#8211; gagne en popularit\u00e9. Cette pratique refl\u00e8te une approche plus consciente de la consommation, o\u00f9 les consommateurs maintiennent le plaisir social tout en contr\u00f4lant leur consommation d&rsquo;alcool.<\/p>\n\n\n\n<p>Les acteurs historiques comme les nouveaux entrants multiplient les initiatives pour enrichir leur offre. Seedlip, Lyre&rsquo;s ou Ceders (Pernod Ricard) r\u00e9inventent les codes du genre avec des cr\u00e9ations ultra-premium aux saveurs complexes. Parall\u00e8lement, les g\u00e9ants d\u00e9clinent leurs best-sellers en version 0.0%, \u00e0 l&rsquo;image des gins sans alcool de Beefeater, Gordon&rsquo;s et Tanqueray ou encore des associations plus surprenantes comme le Suze Tonic 0.0%.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">L&rsquo;occasion \u00ab\u00a0aperitivo\u00a0\u00bb transforme la consommation de spiritueux<\/h3>\n\n\n\n<p>L&rsquo;IWSR identifie l&rsquo;occasion \u00ab\u00a0aperitivo\u00a0\u00bb comme un moteur de croissance majeur pour 2025. Cette tendance vers la consommation en d\u00e9but de soir\u00e9e, caract\u00e9ris\u00e9e par son aspect d\u00e9contract\u00e9 et spontan\u00e9, profite particuli\u00e8rement aux ap\u00e9ritifs spiritueux, au Prosecco et aux ap\u00e9ritifs l\u00e9gers premium.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69dba21ab7fd9&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69dba21ab7fd9\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"754\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/4521fc47-14a3-48ea-aaf9-3c9fa702fa25_1_WhoopiProsecco_HeroImage-1140x754.webp\" alt=\"Whoopi Prosecco\" class=\"wp-image-8063\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/4521fc47-14a3-48ea-aaf9-3c9fa702fa25_1_WhoopiProsecco_HeroImage-1140x754.webp 1140w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/4521fc47-14a3-48ea-aaf9-3c9fa702fa25_1_WhoopiProsecco_HeroImage-640x424.webp 640w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/4521fc47-14a3-48ea-aaf9-3c9fa702fa25_1_WhoopiProsecco_HeroImage-150x99.webp 150w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/4521fc47-14a3-48ea-aaf9-3c9fa702fa25_1_WhoopiProsecco_HeroImage-768x508.webp 768w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/4521fc47-14a3-48ea-aaf9-3c9fa702fa25_1_WhoopiProsecco_HeroImage-18x12.webp 18w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/4521fc47-14a3-48ea-aaf9-3c9fa702fa25_1_WhoopiProsecco_HeroImage.webp 1505w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Emily Neill, COO Research de l&rsquo;IWSR, souligne : \u00ab\u00a0Alors que de nombreux buveurs d\u00e9laissent le moment apr\u00e8s-d\u00eener, indiqu\u00e9 par la chute des ventes de vins fortifi\u00e9s et de Cognac, les r\u00e9sultats sugg\u00e8rent que l&rsquo;ap\u00e9ritif reste en vogue\u00a0\u00bb. Le spritz, boisson embl\u00e9matique de ce moment, a connu un v\u00e9ritable essor.<\/p>\n\n\n\n<p>Aux \u00c9tats-Unis, les ap\u00e9ritifs spiritueux premium ont explos\u00e9 avec une croissance annuelle compos\u00e9e de 18% entre 2018 et 2023, tendance qui devrait s&rsquo;acc\u00e9l\u00e9rer avec une pr\u00e9vision de 19% pour 2023-2028. Le Prosecco italien a \u00e9galement surf\u00e9 sur cette vague, avec une croissance de 5% par an entre 2018 et 2023.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Les boissons au THC cr\u00e9ent leur propre march\u00e9 aux US<\/h3>\n\n\n\n<p>Les boissons infus\u00e9es au THC, illustr\u00e9es par des marques comme <a href=\"https:\/\/drinkfabric.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Fabric<\/a>, s&rsquo;affranchissent de leur statut d&rsquo;alternative \u00e0 l&rsquo;alcool pour cr\u00e9er leur propre cat\u00e9gorie. Contrairement aux premiers acteurs comme <a href=\"https:\/\/drinkcann.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Cann<\/a> qui se positionnaient explicitement comme substituts alcooliers, ces nouvelles marques d\u00e9veloppent leurs propres occasions de consommation.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69dba21ab840b&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69dba21ab840b\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"558\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/fabric-THC-drink-1140x558.jpg\" alt=\"Fabric - Boisson infus\u00e9e au THC\" class=\"wp-image-8064\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/fabric-THC-drink-1140x558.jpg 1140w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/fabric-THC-drink-640x313.jpg 640w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/fabric-THC-drink-150x73.jpg 150w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/fabric-THC-drink-768x376.jpg 768w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/fabric-THC-drink-1536x751.jpg 1536w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/fabric-THC-drink-2048x1002.jpg 2048w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/fabric-THC-drink-18x9.jpg 18w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Haylee Jordan, co-fondatrice de Fabric, souligne : \u00ab\u00a0Nous ne sommes pas anti-alcool ; nous sommes pro-choix. Nous croyons que les boissons THC donnent simplement aux gens plus de moyens d&rsquo;\u00eatre intentionnels\u00a0\u00bb. Cette philosophie illustre une \u00e9volution majeure : cr\u00e9er un march\u00e9 distinct plut\u00f4t que de concurrencer directement l&rsquo;alcool.<\/p>\n\n\n\n<p>Avec un packaging premium, des dosages pr\u00e9cis et des promesses li\u00e9es \u00e0 des moments sp\u00e9cifiques (concentration, socialisation, d\u00e9tente), ces boissons s&rsquo;adressent \u00e0 une client\u00e8le (US) recherchant des exp\u00e9riences contr\u00f4l\u00e9es et personnalis\u00e9es.<\/p>\n<\/div><\/div>\n\n\n\n<section class=\"wp-block-uagb-section uagb-section__wrap uagb-section__background-undefined uagb-block-5a5c2887 margin-x-xl\"><div class=\"uagb-section__overlay\"><\/div><div class=\"uagb-section__inner-wrap\">\n<div class=\"wp-block-uagb-image uagb-block-315a8e5f wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none\"><figure class=\"wp-block-uagb-image__figure\"><a class=\"\" href=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Absolut-Vodka-x-Spirte.jpg\" target=\"\" rel=\"noopener\"><img decoding=\"async\"  sizes=\"auto, (max-width: 480px) 150px\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Absolut-Vodka-x-Spirte.jpg\" alt=\"Tendance RTD Absolut Vodka x Sprite\" width=\"1920\" height=\"1080\" title=\"RTD Absolut Vodka x Sprite\" loading=\"lazy\" role=\"img\"\/><\/a><figcaption class=\"uagb-image-caption\">RTD Absolut Vodka x Sprite<\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-uagb-image uagb-block-9f661ae2 wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none\"><figure class=\"wp-block-uagb-image__figure\"><a class=\"\" href=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Grey-Goose-US-Open-Cocktail-RTD-1140x641.jpg\" target=\"\" rel=\"noopener\"><img decoding=\"async\"  sizes=\"auto, (max-width: 480px) 150px\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Grey-Goose-US-Open-Cocktail-RTD-1140x641.jpg\" alt=\"Grey Goose US Open Cocktail RTD\" width=\"1140\" height=\"641\" title=\"Grey Goose US Open Cocktail RTD\" loading=\"lazy\" role=\"img\"\/><\/a><figcaption class=\"uagb-image-caption\">Grey Goose US Open Cocktail RTD<\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-uagb-image uagb-block-2ec70365 wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none\"><figure class=\"wp-block-uagb-image__figure\"><a class=\"\" href=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/TipTop-1140x761.jpg\" target=\"\" rel=\"noopener\"><img decoding=\"async\"  sizes=\"auto, (max-width: 480px) 150px\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/TipTop-1140x761.jpg\" alt=\"Tendance de conso cocktail - TipTop Cocktail RTD\" width=\"1140\" height=\"761\" title=\"TipTop Cocktail RTD\" loading=\"lazy\" role=\"img\"\/><\/a><figcaption class=\"uagb-image-caption\">TipTop &#8211; Cocktail tendance RTD<\/figcaption><\/figure><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-uagb-image uagb-block-b7370a0c wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none\"><figure class=\"wp-block-uagb-image__figure\"><a class=\"\" href=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/something-and-nothing.jpg\" target=\"\" rel=\"noopener\"><img decoding=\"async\"  sizes=\"auto, (max-width: 480px) 150px\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/something-and-nothing.jpg\" alt=\"Tendance cocktail : Something &amp; Nothing Soda Spritz\" width=\"1536\" height=\"2048\" title=\"Something &amp; Nothing Soda Spritz\" loading=\"lazy\" role=\"img\"\/><\/a><figcaption class=\"uagb-image-caption\">Something &amp; Nothing Soda Spritz<\/figcaption><\/figure><\/div>\n<\/div>\n<\/div>\n<\/div><\/section>\n\n\n\n<section class=\"wp-block-uagb-section uagb-section__wrap uagb-section__background-undefined uagb-block-14942225 margin-x-xl\"><div class=\"uagb-section__overlay\"><\/div><div class=\"uagb-section__inner-wrap\">\n<div class=\"wp-block-uagb-image uagb-block-7941e1ef wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none\"><figure class=\"wp-block-uagb-image__figure\"><a class=\"\" href=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Tanqueray_alcohol_free.jpg\" target=\"\" rel=\"noopener\"><img decoding=\"async\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Tanqueray_alcohol_free.jpg ,https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Tanqueray_alcohol_free.jpg 780w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Tanqueray_alcohol_free.jpg 360w\" sizes=\"auto, (max-width: 480px) 150px\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Tanqueray_alcohol_free.jpg\" alt=\"Tendance spiritueux sans alcool - Tanqueray 0.0%\" class=\"uag-image-7445\" width=\"1200\" height=\"601\" title=\"Tanqueray alcohol free\" loading=\"lazy\" role=\"img\"\/><\/a><figcaption class=\"uagb-image-caption\">NEW TANQUERAY 0.0%: ALL THE TASTE, ZERO ALCOHOL<\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-uagb-image uagb-block-45cafcea wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none\"><figure class=\"wp-block-uagb-image__figure\"><a class=\"\" href=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Ghia.jpg\" target=\"\" rel=\"noopener\"><img decoding=\"async\"  sizes=\"auto, (max-width: 480px) 150px\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Ghia.jpg\" alt=\"Consommation sans alcool - Ghia, ap\u00e9ritif sans alcool\" width=\"1000\" height=\"1000\" title=\"Ghia, ap\u00e9ritif sans alcool\" loading=\"lazy\" role=\"img\"\/><\/a><figcaption class=\"uagb-image-caption\">Ghia, ap\u00e9ritif sans alcool<\/figcaption><\/figure><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-uagb-image uagb-block-b74deef1 wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none\"><figure class=\"wp-block-uagb-image__figure\"><a class=\"\" href=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Crossip_Bottle_Groups.jpg\" target=\"\" rel=\"noopener\"><img decoding=\"async\"  sizes=\"auto, (max-width: 480px) 150px\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Crossip_Bottle_Groups.jpg\" alt=\"Tendance spiritueux sans alcool - Crossip, spiritueux sans alcool\" width=\"900\" height=\"675\" title=\"Crossip, spiritueux sans alcool\" loading=\"lazy\" role=\"img\"\/><\/a><figcaption class=\"uagb-image-caption\">Crossip, spiritueux sans alcool<\/figcaption><\/figure><\/div>\n<\/div>\n<\/div>\n<\/div><\/section>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-e72f4c17 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<h2 class=\"wp-block-heading caps\" style=\"text-transform:uppercase\">Le packaging design, miroir des tensions culturelles contemporaines<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">L&rsquo;influence m\u00e9connue des acheteurs de la grande distribution<\/h3>\n\n\n\n<p>Un facteur souvent n\u00e9glig\u00e9 fa\u00e7onne pourtant consid\u00e9rablement le <a href=\"https:\/\/superpotion.fr\/deux-agences-de-design-concurrentes-devoilent-leurs-secrets-de-creation-de-marques-de-boissons\/\" target=\"_blank\" rel=\"noreferrer noopener\">design packaging<\/a> : l&rsquo;influence des acheteurs de la grande distribution. Ces professionnels, v\u00e9ritables gardiens de l&rsquo;acc\u00e8s au march\u00e9, imposent des contraintes fonctionnelles qui peuvent d\u00e9clencher des <a href=\"https:\/\/blackthornsdesign.com\/portfolio\/brasserie-volcelest\/\">refontes compl\u00e8tes<\/a>.<\/p>\n\n\n\n<p>Lauren Bijur, propri\u00e9taire de March\u00e9 Local Grocery Consulting, souligne les exigences incontournables : \u00ab\u00a0L&#8217;emballage doit \u00eatre op\u00e9rationnel, avec un code-barres fonctionnel, \u00eatre facilement exposable en rayon et respecter les directives FDA\u00a0\u00bb. Ces contraintes techniques influencent directement les choix esth\u00e9tiques et peuvent primer sur les consid\u00e9rations purement cr\u00e9atives.<\/p>\n\n\n\n<p>Cette r\u00e9alit\u00e9 explique pourquoi <a href=\"https:\/\/blackthornsdesign.com\/portfolio\/gertrude-beers\/\">certains redesigns<\/a> semblent d\u00e9connect\u00e9s des tendances visuelles, privil\u00e9giant la fonctionnalit\u00e9 retail \u00e0 l&rsquo;innovation esth\u00e9tique. Les marques qui r\u00e9ussissent int\u00e8grent ces contraintes d\u00e8s la phase de conception plut\u00f4t que de les subir a posteriori.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Entre strat\u00e9gies de sortie et authenticit\u00e9 artisanale<\/h3>\n\n\n\n<p>L&rsquo;observation attentive du march\u00e9 r\u00e9v\u00e8le l&rsquo;\u00e9mergence d&rsquo;une \u00ab\u00a0esth\u00e9tique de strat\u00e9gie de sortie\u00a0\u00bb chez de nombreuses startups. Ces marques pr\u00e9sentent d\u00e8s leur lancement un design si l\u00e9ch\u00e9, un <a href=\"https:\/\/blackthornsdesign.com\/blog\/1000-hectos\/strategie-de-rebranding-echelonne-pour-les-brasseries-en-2023\/\">syst\u00e8me de marque si modulaire<\/a> et une histoire si calibr\u00e9e qu&rsquo;elles semblent con\u00e7ues pour \u00eatre acquises par de grands groupes.<\/p>\n\n\n\n<p>Cette approche explique une certaine homog\u00e9n\u00e9isation des designs \u00ab\u00a0premium-n\u00e9s\u00a0\u00bb et contraste avec l&rsquo;authenticit\u00e9 recherch\u00e9e par les consommateurs. En r\u00e9action, un <a href=\"https:\/\/blackthornsdesign.com\/blog\/intelligence-artificielle\/les-agents-ia-vont-etre-la-nouvelle-big-trend\/\">mouvement \u00ab\u00a0anti-IA\u00a0\u00bb<\/a> valorise le fait-main et l&rsquo;imperfection. Des marques comme <a href=\"https:\/\/brightland.co\/\" target=\"_blank\" rel=\"noreferrer noopener\">Brightland <\/a>proposent des bouteilles \u00e0 personnaliser, transformant le consommateur en artiste et c\u00e9l\u00e9brant l&rsquo;unicit\u00e9 de l&rsquo;objet.<\/p>\n\n\n\n<p>Cette tension entre efficacit\u00e9 commerciale et authenticit\u00e9 cr\u00e9ative d\u00e9finit une partie importante du paysage esth\u00e9tique contemporain des spiritueux.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69dba21ab938e&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69dba21ab938e\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"758\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Brightland-Olive-Oil-1140x758.webp\" alt=\"Brightland huile d'olive - Tendance &quot;Anti-IA&quot;\" class=\"wp-image-8068\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Brightland-Olive-Oil-1140x758.webp 1140w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Brightland-Olive-Oil-640x426.webp 640w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Brightland-Olive-Oil-150x100.webp 150w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Brightland-Olive-Oil-768x511.webp 768w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Brightland-Olive-Oil-18x12.webp 18w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Brightland-Olive-Oil.webp 1500w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">L&rsquo;esth\u00e9tique gothique, reflet d&rsquo;une \u00e9poque anxieuse<\/h3>\n\n\n\n<p>Une tendance esth\u00e9tique inattendue \u00e9merge dans le packaging des spiritueux : <a href=\"https:\/\/blackthornsdesign.com\/en\/blog\/inside-story\/communique-de-presse\/studio-blackthorns-voue-un-culte-a-la-difference-avec-son-nouveau-logo\/\" target=\"_blank\" rel=\"noreferrer noopener\">l&rsquo;influence gothique<\/a>. Au-del\u00e0 d&rsquo;un simple usage du noir, cette approche recherche la profondeur, la texture et la narration complexe. Des marques comme <a href=\"https:\/\/evilspiritsdistillery.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Evil Spirits Distillery<\/a> ou <a href=\"https:\/\/tequilachamucos.com\/home.html\" target=\"_blank\" rel=\"noreferrer noopener\">Chamucos Tequila<\/a> utilisent des visuels sombres, des typographies anciennes et des r\u00e9cits myst\u00e9rieux pour offrir une exp\u00e9rience plus introspective.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69dba21ab988d&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69dba21ab988d\" class=\"wp-block-image size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"727\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Evil-Spirits-Vodka.webp\" alt=\"Evil Spirits Vodka\" class=\"wp-image-8069\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Evil-Spirits-Vodka.webp 700w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Evil-Spirits-Vodka-616x640.webp 616w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Evil-Spirits-Vodka-144x150.webp 144w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Evil-Spirits-Vodka-12x12.webp 12w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Cette \u00e9volution refl\u00e8te une anxi\u00e9t\u00e9 culturelle ambiante et une soif de r\u00e9cits plus nuanc\u00e9s face \u00e0 l&rsquo;incertitude contemporaine. Comme l&rsquo;explique Jolene Delisle de The Working Assembly : \u00ab\u00a0Les gens sont attir\u00e9s par les rituels, les symboles et le sens qu&rsquo;ils offrent. L&rsquo;esth\u00e9tique gothique peut sembler famili\u00e8re et invitante plut\u00f4t que de niche\u00a0\u00bb.<\/p>\n\n\n\n<p>Cette tendance s&rsquo;enracine dans les m\u00eames m\u00e9canismes psychologiques qui ont donn\u00e9 naissance \u00e0 l&rsquo;art gothique m\u00e9di\u00e9val : l&rsquo;expression de la beaut\u00e9 dans un contexte d&rsquo;incertitude et de fragilit\u00e9 existentielle.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69dba21ab9ccd&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69dba21ab9ccd\" class=\"aligncenter size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"536\" height=\"800\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Tequila-Chamucos.webp\" alt=\"Tequila Chamucos\" class=\"wp-image-8070\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Tequila-Chamucos.webp 536w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Tequila-Chamucos-429x640.webp 429w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Tequila-Chamucos-101x150.webp 101w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Tequila-Chamucos-8x12.webp 8w\" sizes=\"auto, (max-width: 536px) 100vw, 536px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n<\/div><\/div><\/div>\n\n\n\n<section class=\"wp-block-uagb-section uagb-section__wrap uagb-section__background-none uagb-block-c986d01a margin-x-xl\"><div class=\"uagb-section__overlay\"><\/div><div class=\"uagb-section__inner-wrap\">\n<div class=\"wp-block-uagb-image uagb-block-6fe85481 wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none margin-x-xl\"><figure class=\"wp-block-uagb-image__figure\"><a class=\"\" href=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/nombres-mezcal-packaging.jpg\" target=\"\" rel=\"noopener\"><img decoding=\"async\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/nombres-mezcal-packaging.jpg ,https:\/\/blackthornsdesign.com\/wp-content\/uploads\/nombres-mezcal-packaging.jpg 780w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/nombres-mezcal-packaging.jpg 360w\" sizes=\"auto, (max-width: 480px) 150px\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/nombres-mezcal-packaging.jpg\" alt=\"nombres mezcal packaging\" class=\"uag-image-8084\" width=\"2048\" height=\"1365\" title=\"nombres mezcal packaging\" loading=\"lazy\" role=\"img\"\/><\/a><\/figure><\/div>\n<\/div><\/section>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-e2e7c5d2 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<h2 class=\"wp-block-heading caps\" style=\"text-transform:uppercase\">La tech au service de l&rsquo;exp\u00e9rience spiritueux<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">L&rsquo;intelligence artificielle, outil d&rsquo;optimisation et de pr\u00e9diction pour la fili\u00e8re spiritueux<\/h3>\n\n\n\n<p>Omnipr\u00e9sente dans tous les secteurs d&rsquo;activit\u00e9, l&rsquo;IA n&rsquo;\u00e9chappe pas \u00e0 l&rsquo;industrie des Vins et Spiritueux, de la cr\u00e9ation \u00e0 la distribution. Des plateformes comme <a href=\"https:\/\/www.keychain.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Keychain<\/a> utilisent l&rsquo;intelligence artificielle pour optimiser la recherche de partenaires de fabrication et analyser les tendances de march\u00e9. <a href=\"https:\/\/www.campaignlive.co.uk\/article\/diageo-steps-use-ai-drive-efficiency-27bn-marketing-budget\/1928664\" target=\"_blank\" rel=\"noreferrer noopener\">Diageo d\u00e9ploie d\u00e9j\u00e0 l&rsquo;IA \u00e0 grande \u00e9chelle<\/a> pour acc\u00e9l\u00e9rer la cr\u00e9ation packaging et garantir la coh\u00e9rence de marque mondiale.<\/p>\n\n\n\n<p>L&rsquo;IWSR souligne l&rsquo;importance croissante du e-commerce, avec une croissance mondiale de 2% en valeur en 2024, port\u00e9e par de solides performances des spiritueux, de la bi\u00e8re et des RTD. L&rsquo;Asie-Pacifique se distingue avec une progression de 4%, devenant un moteur majeur de croissance future.<\/p>\n\n\n\n<p>L&rsquo;IA excelle dans l&rsquo;analyse pr\u00e9dictive des tendances, traitant des volumes de donn\u00e9es impossibles \u00e0 g\u00e9rer humainement. Elle permet d&rsquo;identifier des signaux faibles avant qu&rsquo;ils ne deviennent des mouvements de masse, donnant aux marques un avantage concurrentiel pr\u00e9cieux.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">La contre-r\u00e9volution du \u00ab\u00a0fait-main\u00a0\u00bb face \u00e0 l&rsquo;IA<\/h3>\n\n\n\n<p>En r\u00e9action directe \u00e0 la prolif\u00e9ration de l&rsquo;IA, un mouvement de valorisation du fait-main prend de l&rsquo;ampleur. Cette tendance c\u00e9l\u00e8bre l&rsquo;imperfection et l&rsquo;authenticit\u00e9 du geste humain, tout ce qu&rsquo;une IA ne peut reproduire par d\u00e9finition. Le ph\u00e9nom\u00e8ne \u00ab\u00a0<a href=\"https:\/\/thedieline.com\/shelf-life-065-the-bedazzled-revolution\/\">bedazzled<\/a>\u00ab\u00a0, o\u00f9 des influenceurs personnalisent des produits avec des strass appliqu\u00e9s manuellement, illustre cette qu\u00eate d&rsquo;unicit\u00e9.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69dba21aba4e7&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69dba21aba4e7\" class=\"wp-block-image size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"676\" height=\"1090\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Olipop-Bedazzled.webp\" alt=\"Olipop Bedazzled tendance\" class=\"wp-image-8072\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Olipop-Bedazzled.webp 676w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Olipop-Bedazzled-397x640.webp 397w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Olipop-Bedazzled-93x150.webp 93w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Olipop-Bedazzled-7x12.webp 7w\" sizes=\"auto, (max-width: 676px) 100vw, 676px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>April Smith de BedazzleMe Studio explique : \u00ab\u00a0Les produits bedazzl\u00e9s sont accrocheurs et cr\u00e9atifs, apportant une perspective unique aux articles populaires. Cela va au-del\u00e0 de tenir un produit devant une cam\u00e9ra et donne \u00e0 la marque une personnalit\u00e9 qui r\u00e9sonne avec l&rsquo;audience\u00a0\u00bb.<\/p>\n\n\n\n<p>Cette valorisation de l&rsquo;artisanat repr\u00e9sente plus qu&rsquo;une mode : elle exprime une r\u00e9sistance culturelle \u00e0 l&rsquo;homog\u00e9n\u00e9isation technologique et une recherche d&rsquo;authenticit\u00e9 dans un monde de plus en plus digitalis\u00e9.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Vers des exp\u00e9riences phygitales immersives<\/strong><\/h3>\n\n\n\n<p>L&rsquo;avenir de l&rsquo;exp\u00e9rience spiritueux se dessine \u00e0 l&rsquo;intersection du physique et du digital. Les activations d&rsquo;<a href=\"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/nfts-sur-le-marche-des-boissons-et-spiritueux\/\">Absolut dans le m\u00e9taverse<\/a> ou les d\u00e9gustations en <a href=\"https:\/\/blackthornsdesign.com\/blog\/inspiration\/realite-augmentee-etiquettes-vins-spiritueux\/\">r\u00e9alit\u00e9 augment\u00e9e<\/a> de Johnnie Walker pr\u00e9figurent un nouveau mod\u00e8le relationnel entre marques et consommateurs.<\/p>\n\n\n\n<p>Ces innovations technologiques peuvent paraitre \u00ab\u00a0gadget\u00a0\u00bb, mais elles r\u00e9pondent aussi \u00e0 un besoin r\u00e9el de personnalisation et d&rsquo;immersion. L&rsquo;enjeu consiste \u00e0 cr\u00e9er de la valeur ajout\u00e9e authentique plut\u00f4t que des prouesses techniques d\u00e9connect\u00e9es des attentes consommateurs.<\/p>\n\n\n\n<p>L&rsquo;IA g\u00e9n\u00e9rative, les NFT et les environnements virtuels red\u00e9finissent les notions de propri\u00e9t\u00e9, d&rsquo;exclusivit\u00e9 et de cr\u00e9ation de valeur, ouvrant des perspectives in\u00e9dites pour l&rsquo;engagement client.<\/p>\n<\/div><\/div>\n\n\n\n<section class=\"wp-block-uagb-section uagb-section__wrap uagb-section__background-none uagb-block-68f8acd5 margin-x-xl\"><div class=\"uagb-section__overlay\"><\/div><div class=\"uagb-section__inner-wrap\">\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio margin-l-xl\"><div class=\"wp-block-embed__wrapper\">\n<div class=\"entry-content-asset\"><iframe loading=\"lazy\" title=\"IA et Spiritueux sans alcool : comment cr\u00e9er un positionnement UNIQUE en 1h CHRONO !\" width=\"1140\" height=\"641\" src=\"https:\/\/www.youtube.com\/embed\/ZN_X43fvAUk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/div><\/figure>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-uagb-image uagb-block-2b4bbf5f wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none margin-x-xl\"><figure class=\"wp-block-uagb-image__figure\"><a class=\"\" href=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/seedlip-IA.png\" target=\"\" rel=\"noopener\"><img decoding=\"async\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/seedlip-IA-1140x560.png ,https:\/\/blackthornsdesign.com\/wp-content\/uploads\/seedlip-IA.png 780w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/seedlip-IA.png 360w\" sizes=\"auto, (max-width: 480px) 150px\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/seedlip-IA-1140x560.png\" alt=\"Elli assistant IA de Seedlip\" class=\"uag-image-7457\" width=\"980\" height=\"480\" title=\"Elli assistant IA de Seedlip\" loading=\"lazy\" role=\"img\"\/><\/a><figcaption class=\"uagb-image-caption\">Elli, assistant IA de Seedlip<\/figcaption><\/figure><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69dba21aba9db&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69dba21aba9db\" class=\"wp-block-image size-large margin-x-xl wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/diageo-ai-tool-2023.jpg-1140x641.jpg\" alt=\"Outil IA de Diageo\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\">Outil IA de Diageo<\/figcaption><\/figure>\n<\/div>\n<\/div>\n<\/div><\/section>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-db157455 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<h2 class=\"wp-block-heading caps\" style=\"text-transform:uppercase\">Consommation responsable et pr\u00e9miumisation s\u00e9lective dans la fili\u00e8re spiritueux<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">La pr\u00e9miumisation devient s\u00e9lective face aux pressions \u00e9conomiques<\/h3>\n\n\n\n<p>L&rsquo;IWSR identifie l&rsquo;\u00e9volution de la pr\u00e9miumisation comme l&rsquo;une des tendances majeures de 2025. Cette dynamique, autrefois lin\u00e9aire, se fragmente d\u00e9sormais sous l&rsquo;effet des pressions \u00e9conomiques et de l&rsquo;\u00e9volution des valeurs consommateurs. Les volumes premium et plus (hors spiritueux nationaux) ont progress\u00e9 de 3% en 2024, principalement port\u00e9s par la bi\u00e8re.<\/p>\n\n\n\n<p>Emily Neill, COO Research de l&rsquo;IWSR, explique : \u00ab\u00a0La pr\u00e9miumisation devient de plus en plus fragment\u00e9e. Les propri\u00e9taires de marques doivent investir dans la surveillance du sentiment consommateur et des donn\u00e9es pour identifier les zones de croissance \u00e9mergentes\u00a0\u00bb. Cette pr\u00e9miumisation s\u00e9lective se manifeste particuli\u00e8rement dans la <a href=\"https:\/\/barnews.fr\/\" target=\"_blank\" rel=\"noreferrer noopener\">culture cocktail<\/a>, aliment\u00e9e par une demande croissante d&rsquo;exp\u00e9riences uniques.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<div class=\"entry-content-asset\"><iframe loading=\"lazy\" title=\"Quelles seront les tendances cocktails, bars et spiritueux de 2025 ?\" width=\"1140\" height=\"641\" src=\"https:\/\/www.youtube.com\/embed\/1cGy3UaIar4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/div><\/figure>\n\n\n\n<p>Les pr\u00e9occupations de sant\u00e9 et les consid\u00e9rations \u00e9conomiques poussent les consommateurs \u00e0 boire moins mais \u00e0 choisir des options de meilleure qualit\u00e9. Plut\u00f4t que d&rsquo;\u00eatre motiv\u00e9s par le statut, ils privil\u00e9gient d\u00e9sormais les achats qui refl\u00e8tent leurs valeurs personnelles, la pertinence d&rsquo;occasion et la valeur per\u00e7ue.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">La transparence comme nouveau standard<\/h3>\n\n\n\n<p>La demande de transparence transforme les exigences consommateurs. 81% des consommateurs consid\u00e8rent que les r\u00e9seaux sociaux ont accru la pression sur les entreprises en mati\u00e8re de transparence RSE, selon Diageo. Cette \u00e9volution pousse les marques \u00e0 repenser leur communication et leurs pratiques.<\/p>\n\n\n\n<p>L&rsquo;identit\u00e9 culturelle et la conscience de la valeur influencent \u00e9galement les pr\u00e9f\u00e9rences pour les marques locales dans certains march\u00e9s, notamment en Inde o\u00f9 la fiert\u00e9 nationale et les perceptions favorables qualit\u00e9-prix ont permis aux <a href=\"https:\/\/www.lesechos.fr\/industrie-services\/conso-distribution\/en-inde-le-grand-couronnement-des-whiskies-locaux-2047558\">single malts indiens de d\u00e9passer leurs homologues \u00e9cossais<\/a>.<\/p>\n\n\n\n<p>La transparence ne se limite plus aux ingr\u00e9dients mais s&rsquo;\u00e9tend aux m\u00e9thodes de production, aux conditions de travail et \u00e0 <a href=\"https:\/\/superpotion.fr\/comment-augmenter-notre-performance-grace-a-une-demarche-rse-efficace-et-rentable\/\" target=\"_blank\" rel=\"noreferrer noopener\">l&rsquo;impact environnemental<\/a>. Les marques qui r\u00e9ussissent int\u00e8grent cette exigence d\u00e8s la conception de leurs produits et en font un avantage concurrentiel.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Durabilit\u00e9 et initiatives RSE<\/h3>\n\n\n\n<p>Malgr\u00e9 les pressions \u00e9conomiques, les produits durables continuent d&rsquo;offrir des opportunit\u00e9s tangibles. Les consommateurs, particuli\u00e8rement les g\u00e9n\u00e9rations Z et Y, per\u00e7oivent toujours la durabilit\u00e9 comme un indicateur de qualit\u00e9 et sont dispos\u00e9s \u00e0 payer pour cette valeur ajout\u00e9e.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69dba21abb109&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69dba21abb109\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"641\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/milkadamia-lait-avoine-1140x641.webp\" alt=\"Milkadamia - emballage \u00e9coresponsable\" class=\"wp-image-8074\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/milkadamia-lait-avoine-1140x641.webp 1140w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/milkadamia-lait-avoine-640x360.webp 640w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/milkadamia-lait-avoine-150x84.webp 150w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/milkadamia-lait-avoine-768x432.webp 768w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/milkadamia-lait-avoine-1536x864.webp 1536w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/milkadamia-lait-avoine-18x10.webp 18w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/milkadamia-lait-avoine.webp 1920w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>L&rsquo;innovation se concentre sur des solutions concr\u00e8tes : Neo Tea d\u00e9veloppe des sachets de th\u00e9 compostables, tandis que <a href=\"https:\/\/thedieline.com\/milkadamia-flat-packs-reduce-packaging-waste-and-carbon-emissions-with-diy-oat-milk-sheets\/\" target=\"_blank\" rel=\"noreferrer noopener\">Milkadamia r\u00e9volutionne l&#8217;emballage<\/a> du lait d&rsquo;avoine avec des feuilles plates r\u00e9duisant drastiquement les \u00e9missions de transport.<\/p>\n\n\n\n<p>Ces avanc\u00e9es t\u00e9moignent d&rsquo;une industrie qui int\u00e8gre progressivement les enjeux environnementaux dans son mod\u00e8le \u00e9conomique, d\u00e9passant les d\u00e9clarations d&rsquo;intention pour adopter des pratiques transformatrices.<\/p>\n<\/div><\/div>\n\n\n\n<section class=\"wp-block-uagb-section uagb-section__wrap uagb-section__background-none uagb-block-a8791abf margin-x-xl\"><div class=\"uagb-section__overlay\"><\/div><div class=\"uagb-section__inner-wrap\">\n<div class=\"wp-block-uagb-image uagb-block-f51a245c wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none\"><figure class=\"wp-block-uagb-image__figure\"><a class=\"\" href=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Slider_Glenfiddich-1.webp\" target=\"\" rel=\"noopener\"><img decoding=\"async\"  sizes=\"auto, (max-width: 480px) 150px\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Slider_Glenfiddich-1.webp\" alt=\"Tendance Whisky - Time Re:Imagined de Glenfiddich\" width=\"1900\" height=\"1000\" title=\"S\u00e9rie Time Re:Imagined de Glenfiddich\" loading=\"lazy\" role=\"img\"\/><\/a><figcaption class=\"uagb-image-caption\">S\u00e9rie Time Re:Imagined de Glenfiddich<\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-uagb-image uagb-block-3233e4f3 wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none\"><figure class=\"wp-block-uagb-image__figure\"><a class=\"\" href=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/IMG_events9.jpg\" target=\"\" rel=\"noopener\"><img decoding=\"async\"  sizes=\"auto, (max-width: 480px) 150px\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/IMG_events9.jpg\" alt=\"Visite de la distillerie Moon Harbour \u00e0 Bordeaux\" width=\"980\" height=\"480\" title=\"Visite de la distillerie Moon Harbour \u00e0 Bordeaux\" loading=\"lazy\" role=\"img\"\/><\/a><figcaption class=\"uagb-image-caption\">Visite de la distillerie Moon Harbour \u00e0 Bordeaux<\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-uagb-image uagb-block-26ca9137 wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none\"><figure class=\"wp-block-uagb-image__figure\"><a class=\"\" href=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Ahus-distillery_exterior-1600-FI-1140x854.jpg\" target=\"\" rel=\"noopener\"><img decoding=\"async\"  sizes=\"auto, (max-width: 480px) 150px\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Ahus-distillery_exterior-1600-FI-1140x854.jpg\" alt=\"Distillerie d'Absolut Vodka \u00e0 Ahus en su\u00e8de\" width=\"1140\" height=\"854\" title=\"Distillerie d'Absolut Vodka \u00e0 Ahus en su\u00e8de\" loading=\"lazy\" role=\"img\"\/><\/a><figcaption class=\"uagb-image-caption\">Distillerie d&rsquo;Absolut Vodka \u00e0 Ahus en su\u00e8de<\/figcaption><\/figure><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-uagb-image uagb-block-95b45e82 wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none\"><figure class=\"wp-block-uagb-image__figure\"><img decoding=\"async\"  sizes=\"auto, (max-width: 480px) 150px\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/edition-particuliere-n5-stories.jpg\" alt=\"Editions rares d'Hennessy\" width=\"1680\" height=\"2160\" title=\"Editions rares d'Hennessy\" loading=\"lazy\" role=\"img\"\/><figcaption class=\"uagb-image-caption\">Editions rares d&rsquo;Hennessy<\/figcaption><\/figure><\/div>\n<\/div>\n<\/div>\n<\/div><\/section>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-428024d4 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<h2 class=\"wp-block-heading caps\" style=\"text-transform:uppercase\">d\u00e9fis externes et g\u00e9opolitiques<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">L&rsquo;impact des tensions g\u00e9opolitiques sur le secteur<\/h3>\n\n\n\n<p>Il existe une influence croissante des pressions externes sur l&rsquo;industrie des spiritueux. Apr\u00e8s une ann\u00e9e 2024 turbulente, marqu\u00e9e par des conflits persistants et de nouvelles tensions g\u00e9opolitiques, le <a href=\"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/architecture-de-marque-le-role-de-votre-marque-mere-dans-la-decision-d-achat\/\">comportement des consommateurs<\/a> continue d&rsquo;\u00eatre fa\u00e7onn\u00e9 par l&rsquo;instabilit\u00e9, les perturbations commerciales et les d\u00e9fis \u00e9conomiques.<\/p>\n\n\n\n<p>L&rsquo;impact des tarifs et des nouveaux accords commerciaux varie selon les march\u00e9s et cat\u00e9gories. Alors que les producteurs de whisky \u00e9cossais b\u00e9n\u00e9ficieront du nouvel accord de libre-\u00e9change sign\u00e9 entre le Royaume-Uni et l&rsquo;Inde, ils font face \u00e0 des barri\u00e8res commerciales plus \u00e9lev\u00e9es lors de l&rsquo;exportation vers les \u00c9tats-Unis.<\/p>\n\n\n\n<p>Parall\u00e8lement, les gouvernements renforcent leurs r\u00e9glementations et les messages de sant\u00e9 publique se durcissent, impactant la consommation, particuli\u00e8rement dans les r\u00e9gions o\u00f9 la confiance dans les conseils officiels est \u00e9lev\u00e9e, comme la Chine, l&rsquo;Inde, l&rsquo;Am\u00e9rique latine et l&rsquo;Afrique du Sud.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">L&rsquo;\u00e9volution des modes de vie face \u00e0 l&rsquo;incertitude<\/h3>\n\n\n\n<p>L&rsquo;instabilit\u00e9 persistante pousse les consommateurs \u00e0 r\u00e9\u00e9valuer leurs priorit\u00e9s, recherchant le rapport qualit\u00e9-prix, la personnalisation et l&rsquo;engagement immersif. Beaucoup se d\u00e9tournent des occasions de consommation traditionnelles, privil\u00e9giant les exp\u00e9riences \u00e0 domicile et virtuelles plut\u00f4t que la socialisation traditionnelle.<\/p>\n\n\n\n<p>Le tourisme conna\u00eet une reprise avec une augmentation de 3% des volumes en duty-free en 2024, bien que les d\u00e9penses restent prudentes et ax\u00e9es sur la valeur. Les consommateurs continuent de prioriser les exp\u00e9riences de voyage uniques, obligeant les marques \u00e0 adapter leur approche.<\/p>\n\n\n\n<p>Face \u00e0 l&rsquo;incertitude persistante, les propri\u00e9taires de marques devraient donc adopter des strat\u00e9gies de contingence, r\u00e9viser leurs cha\u00eenes d&rsquo;approvisionnement et explorer les march\u00e9s \u00e9mergents pour les opportunit\u00e9s de croissance.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-6feb210c alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<h2 class=\"wp-block-heading caps\" style=\"text-transform:uppercase\">Conclusion<\/h2>\n\n\n\n<p>Les tendances spiritueux \u00e0 fin-2025 r\u00e9v\u00e8lent un secteur en transformation profonde, naviguant dans un environnement complexe marqu\u00e9 par la baisse des volumes (-1%) et la fragmentation des habitudes de consommation. L&rsquo;\u00e9mergence de la pr\u00e9miumisation s\u00e9lective, l&rsquo;explosion des RTD (+400% pr\u00e9vus en Am\u00e9rique du Nord) et l&rsquo;essor des boissons sans alcool (+9% en 2024) redessinent fondamentalement le paysage concurrentiel.<\/p>\n\n\n\n<p>La g\u00e9n\u00e9ration Z impose de nouveaux codes esth\u00e9tiques et de consommation, privil\u00e9giant l&rsquo;authenticit\u00e9 sur la tradition et l&rsquo;intention sur l&rsquo;impulsion. L&rsquo;occasion \u00ab\u00a0aperitivo\u00a0\u00bb se confirme comme un moteur de croissance majeur, tandis que les nouvelles cat\u00e9gories de boissons (sans alcool, pr\u00e9-alcool, CBD\/THC, fonctionnelles\u2026) cr\u00e9ent leurs propres march\u00e9s.<\/p>\n\n\n\n<p>Le packaging devient le miroir de tensions culturelles plus larges, oscillant entre qu\u00eate de sens et efficacit\u00e9 commerciale. Cette \u00e9volution exige des marques une compr\u00e9hension fine des courants culturels pour proposer des exp\u00e9riences authentiques et diff\u00e9renciantes dans un contexte de pressions g\u00e9opolitiques et \u00e9conomiques croissantes.<\/p>\n\n\n\n<p>L&rsquo;avenir appartient aux marques capables de synth\u00e9tiser ces influences contradictoires en propositions coh\u00e9rentes, alliant innovation et tradition, technologie et humanit\u00e9, performance \u00e9conomique et responsabilit\u00e9 sociale, tout en naviguant avec agilit\u00e9 dans un environnement incertain.<\/p>\n<\/div><\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-container margin-x-xl uagb-block-3694ccac alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<div class=\"wp-block-uagb-image aligncenter uagb-block-9e59b549 wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-center\"><figure class=\"wp-block-uagb-image__figure\"><a class=\"\" href=\"https:\/\/blackthornsdesign.com\/offres-et-services\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/bundle3_rapports2024_square_white-150x141.jpg ,https:\/\/blackthornsdesign.com\/wp-content\/uploads\/bundle3_rapports2024_square_white.jpg 780w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/bundle3_rapports2024_square_white.jpg 360w\" sizes=\"auto, (max-width: 480px) 150px\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/bundle3_rapports2024_square_white-150x141.jpg\" alt=\"Rapports strat\u00e9giques boisson, bi\u00e8re et spiritueux 2024\" class=\"uag-image-7296\" width=\"150\" height=\"141\" title=\"bundle3_rapports2024_square_white\" loading=\"lazy\" role=\"img\"\/><\/a><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"text-transform:uppercase\">Vous souhaitez aller plus loin et acc\u00e9der \u00e0 une analyse d\u00e9taill\u00e9e des tendances qui fa\u00e7onneront le monde des Vins et Spiritueux en 2025 ?<\/h2>\n\n\n\n<p class=\"has-text-align-center has-medium-font-size\"><strong> D\u00e9couvrez sans plus attendre notre rapport complet \u00ab\u00a0Tendances dans la consommation de vins et spiritueux &#8211; Saison 2024\/2025\u00a0\u00bb, une mine d&rsquo;informations et de conseils pour vous aider \u00e0 prendre une longueur d&rsquo;avance.<\/strong><\/p>\n\n\n\n<div class=\"wp-block-uagb-buttons uagb-buttons__outer-wrap uagb-btn__default-btn uagb-btn-tablet__default-btn uagb-btn-mobile__default-btn uagb-block-ddd5b6fb\"><div class=\"uagb-buttons__wrap uagb-buttons-layout-wrap \">\n<div class=\"wp-block-uagb-buttons-child uagb-buttons__outer-wrap uagb-block-abe7ada6 wp-block-button\"><div class=\"uagb-button__wrapper\"><a class=\"uagb-buttons-repeater wp-block-button__link\" aria-label=\"\" href=\"https:\/\/buy.stripe.com\/8wMg1T6pLak14z65kF\" rel=\"follow noopener\" target=\"_blank\" role=\"button\"><div class=\"uagb-button__link\"><strong>Acheter &#8211; 99.95\u20ac<\/strong><\/div><\/a><\/div><\/div>\n\n\n\n<div class=\"wp-block-uagb-buttons-child uagb-buttons__outer-wrap uagb-block-4a447593 wp-block-button\"><div class=\"uagb-button__wrapper\"><a class=\"uagb-buttons-repeater wp-block-button__link\" aria-label=\"\" href=\"https:\/\/blackthornsdesign.com\/offres-et-services\/decryptage-tendances-consommation-vins-et-spiritueux\/\" rel=\"follow noopener\" target=\"_self\" role=\"button\"><div class=\"uagb-button__link\"><strong>En savoir plus<\/strong><\/div><\/a><\/div><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-uagb-image aligncenter uagb-block-c5ad4093 wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-center\"><figure class=\"wp-block-uagb-image__figure\"><img decoding=\"async\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/hydra_favicon-1.svg \" sizes=\"auto, (max-width: 480px) 150px\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/hydra_favicon-1.svg\" alt=\"emblem black\" class=\"uag-image-5094\" width=\"50\" height=\"50\" title=\"\" loading=\"lazy\" role=\"img\"\/><\/figure><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-ef91f57b alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<p class=\"has-text-align-center has-medium-font-size\" style=\"text-transform:uppercase\">FAQ &#8211; tendances du march\u00e9 DES VINS ET SPIRITUEUX 2025\/2026<\/p>\n\n\n<div class=\"wp-block-uagb-faq uagb-faq__outer-wrap uagb-block-bf0d4fad uagb-faq-icon-row-reverse uagb-faq-layout-accordion uagb-faq-expand-first-false uagb-faq-inactive-other-true uagb-faq__wrap uagb-buttons-layout-wrap uagb-faq-equal-height     \" data-faqtoggle=\"true\" role=\"tablist\"><script type=\"application\/ld+json\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@type\":\"FAQPage\",\"@id\":\"https:\\\/\\\/blackthornsdesign.com\\\/en\\\/blog\\\/happy-hour\\\/tendances-consommateurs-secteur-spiritueux\\\/\",\"mainEntity\":[{\"@type\":\"Question\",\"name\":\"<strong>Comment la g\\u00e9n\\u00e9ration Z influence-t-elle r\\u00e9ellement le march\\u00e9 des spiritueux selon les derni\\u00e8res donn\\u00e9es ?<\\\/strong>\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"La g\\u00e9n\\u00e9ration Z transforme fondamentalement l'industrie des spiritueux en repr\\u00e9sentant 15% des consommateurs de RTD contre seulement 12% pour le vin traditionnel selon l'IWSR. Cette g\\u00e9n\\u00e9ration privil\\u00e9gie l'authenticit\\u00e9 sur l'image de marque traditionnelle et impose de nouveaux standards esth\\u00e9tiques. Elle valorise particuli\\u00e8rement l'engagement r\\u00e9el des fondateurs et la coh\\u00e9rence entre valeurs affich\\u00e9es et pratiques effectives, cr\\u00e9ant un nouveau paradigme o\\u00f9 la cr\\u00e9dibilit\\u00e9 prime sur la notori\\u00e9t\\u00e9. Son influence se mesure \\u00e9galement dans l'adoption du \\\"zebra striping\\\", l'alternance consciente entre boissons alcoolis\\u00e9es et sans alcool.\"}},{\"@type\":\"Question\",\"name\":\"<strong>Que r\\u00e9v\\u00e8lent les donn\\u00e9es sur la concurrence entre RTD et vins traditionnels ?<\\\/strong>\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Les donn\\u00e9es IWSR r\\u00e9v\\u00e8lent une transformation majeure du paysage concurrentiel : les volumes de RTD cocktails devraient doubler mondialement entre 2019 et 2029, avec une croissance jusqu'\\u00e0 400% en Am\\u00e9rique du Nord. Parall\\u00e8lement, la part du vin tranquille a chut\\u00e9 de 11% en 2019 \\u00e0 10% en 2024, et devrait atteindre 9% en 2029. Aux \\u00c9tats-Unis, les RTD ont enregistr\\u00e9 une croissance de 14% par an entre 2019-2024 tandis que le vin tranquille reculait de 4%. Les RTD d\\u00e9passent d\\u00e9j\\u00e0 les volumes combin\\u00e9s de vins tranquilles et effervescents aux \\u00c9tats-Unis et au Japon, t\\u00e9moignant d'un basculement structurel des pr\\u00e9f\\u00e9rences consommateurs.\"}},{\"@type\":\"Question\",\"name\":\"<strong>Qu'est-ce que la \\\"pr\\u00e9miumisation s\\u00e9lective\\\" ?<\\\/strong>\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"La pr\\u00e9miumisation s\\u00e9lective identifi\\u00e9e par l'IWSR repr\\u00e9sente l'\\u00e9volution de la tendance premium, devenue moins lin\\u00e9aire et plus fragment\\u00e9e sous l'effet des pressions \\u00e9conomiques. Les volumes premium et plus ont progress\\u00e9 de 3% en 2024, principalement port\\u00e9s par la bi\\u00e8re, avec une croissance plus marqu\\u00e9e en Am\\u00e9rique du Sud, Asie et Afrique-Moyen-Orient. Cette pr\\u00e9miumisation se concentre d\\u00e9sormais sur des occasions sp\\u00e9cifiques et des valeurs personnelles plut\\u00f4t que sur le statut social. Les consommateurs boivent moins mais choisissent mieux, privil\\u00e9giant la qualit\\u00e9, la pertinence d'occasion et les marques refl\\u00e9tant leurs valeurs personnelles. Cette tendance se manifeste particuli\\u00e8rement dans la culture cocktail et l'explosion des ap\\u00e9ritifs premium (+18% de croissance annuelle aux \\u00c9tats-Unis).\"}},{\"@type\":\"Question\",\"name\":\"<strong>Comment l'occasion \\\"aperitivo\\\" transforme-t-elle la consommation de spiritueux ?<\\\/strong>\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"L'occasion aperitivo se veut un moteur de croissance majeur, caract\\u00e9ris\\u00e9e par sa nature d\\u00e9contract\\u00e9e et spontan\\u00e9e en d\\u00e9but de soir\\u00e9e. Cette tendance profite particuli\\u00e8rement aux ap\\u00e9ritifs spiritueux, au Prosecco et aux ap\\u00e9ritifs l\\u00e9gers premium (15-22% d'alcool). Aux \\u00c9tats-Unis, les ap\\u00e9ritifs spiritueux premium ont explos\\u00e9 avec 18% de croissance annuelle entre 2018-2023, tendance qui devrait s'acc\\u00e9l\\u00e9rer \\u00e0 19% pour 2023-2028. Le Prosecco italien a \\u00e9galement surf\\u00e9 sur cette vague avec 5% de croissance annuelle. Cette \\u00e9volution refl\\u00e8te un d\\u00e9placement des consommateurs vers des moments de socialisation moins intenses, privil\\u00e9giant la qualit\\u00e9 de l'exp\\u00e9rience \\u00e0 l'intensit\\u00e9 de la consommation.\"}},{\"@type\":\"Question\",\"name\":\"<strong>Quels sont les facteurs externes qui impactent le secteur Vins et Spiritueux ?<\\\/strong>\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Six pressions externes majeures impactent la fili\\u00e8re : les tensions g\\u00e9opolitiques persistantes, les perturbations commerciales, les d\\u00e9fis \\u00e9conomiques, l'\\u00e9volution r\\u00e9glementaire, les messages de sant\\u00e9 publique renforc\\u00e9s et l'impact des tarifs commerciaux. L'industrie a subi une baisse de 1% des volumes totaux en 2024 avec seulement 1% de croissance en valeur. L'impact varie selon les march\\u00e9s : les producteurs de whisky \\u00e9cossais b\\u00e9n\\u00e9ficient du nouvel accord UK-Inde mais font face \\u00e0 des barri\\u00e8res commerciales accrues vers les \\u00c9tats-Unis. Les r\\u00e9glementations gouvernementales se durcissent particuli\\u00e8rement en Chine, Inde, Am\\u00e9rique latine et Afrique du Sud, r\\u00e9gions o\\u00f9 la confiance dans les conseils officiels influence significativement la consommation.\"}},{\"@type\":\"Question\",\"name\":\"<strong>Comment les boissons sans alcool \\u00e9voluent-elles selon les derni\\u00e8res tendances ?<\\\/strong>\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Le segment sans alcool conna\\u00eet une croissance exceptionnelle de 9% en 2024, avec des gains intercat\\u00e9gories significatifs au-del\\u00e0 de la bi\\u00e8re traditionnellement dominante. Le ph\\u00e9nom\\u00e8ne de \\\"zebra striping\\\" - l'alternance consciente entre boissons alcoolis\\u00e9es et sans alcool - gagne en popularit\\u00e9, refl\\u00e9tant une approche plus intentionnelle de la consommation. Cette croissance d\\u00e9passe celle des produits alcoolis\\u00e9s dans toutes les r\\u00e9gions sauf l'Asie-Pacifique. Les motivations de mod\\u00e9ration s'\\u00e9largissent et s'approfondissent, influenc\\u00e9es par des facteurs structurels et cycliques, avec un nombre croissant de consommateurs trouvant des raisons de r\\u00e9duire leur consommation d'alcool tout en maintenant leurs habitudes sociales.\"}},{\"@type\":\"Question\",\"name\":\"<strong>Quel est l'impact de la technologie et du e-commerce sur le secteur ?<\\\/strong>\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Le e-commerce continue d'offrir des opportunit\\u00e9s de croissance avec une progression de 2% en valeur mondiale en 2024, port\\u00e9e par de solides performances des spiritueux, de la bi\\u00e8re et des RTD. L'Asie-Pacifique se distingue avec 4% de croissance, devenant un moteur majeur pour l'expansion future du canal. Le e-commerce permet aux marques d'alcool de contourner les barri\\u00e8res de distribution traditionnelles en se connectant directement aux consommateurs. La commodit\\u00e9 technologique reste un domaine cl\\u00e9, fa\\u00e7onn\\u00e9e par les pressions \\u00e9conomiques et l'app\\u00e9tit pour l'accessibilit\\u00e9. Les c\\u00e9l\\u00e9brit\\u00e9s et influenceurs fa\\u00e7onnent de plus en plus les tendances chez les jeunes consommateurs, avec un focus sur le storytelling et la sobri\\u00e9t\\u00e9, tandis que les marques d'alcool soutenues par des c\\u00e9l\\u00e9brit\\u00e9s connaissent des succ\\u00e8s mitig\\u00e9s.\"}},{\"@type\":\"Question\",\"name\":\"<strong>Comment les marques peuvent-elles s'adapter aux mutations du secteur spiritueux ?<\\\/strong>\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Face \\u00e0 ces transformations, il est essentiel que les marques adoptent des strat\\u00e9gies de contingence, de r\\u00e9viser leurs cha\\u00eenes d'approvisionnement et d'explorer les march\\u00e9s \\u00e9mergents pour identifier les opportunit\\u00e9s de croissance. Les marques doivent investir dans la surveillance du sentiment consommateur et des donn\\u00e9es pour identifier les zones de croissance \\u00e9mergentes dans un contexte de premiumisation fragment\\u00e9e. Il devient essentiel de comprendre les nouvelles occasions de consommation, particuli\\u00e8rement l'aperitivo, et de d\\u00e9velopper des offres adapt\\u00e9es aux demandes d'authenticit\\u00e9 et de divertissement virtuel. Les entreprises doivent \\u00e9galement surveiller les messages de sant\\u00e9 publique et les changements l\\u00e9gislatifs tout en se concentrant sur des offres RTD authentiques, abordables et ax\\u00e9es sur le digital avec des strat\\u00e9gies e-commerce personnalis\\u00e9es.\"}}]}<\/script><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-b2dd077f \" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\"><strong>Comment la g\u00e9n\u00e9ration Z influence-t-elle r\u00e9ellement le march\u00e9 des spiritueux selon les derni\u00e8res donn\u00e9es ?<\/strong><\/span><\/div><div class=\"uagb-faq-content\"><p>La g\u00e9n\u00e9ration Z transforme fondamentalement l&rsquo;industrie des spiritueux en repr\u00e9sentant 15% des consommateurs de RTD contre seulement 12% pour le vin traditionnel selon l&rsquo;IWSR. Cette g\u00e9n\u00e9ration privil\u00e9gie l&rsquo;authenticit\u00e9 sur l&rsquo;image de marque traditionnelle et impose de nouveaux standards esth\u00e9tiques. Elle valorise particuli\u00e8rement l&rsquo;engagement r\u00e9el des fondateurs et la coh\u00e9rence entre valeurs affich\u00e9es et pratiques effectives, cr\u00e9ant un nouveau paradigme o\u00f9 la cr\u00e9dibilit\u00e9 prime sur la notori\u00e9t\u00e9. Son influence se mesure \u00e9galement dans l&rsquo;adoption du \u00ab\u00a0zebra striping\u00a0\u00bb, l&rsquo;alternance consciente entre boissons alcoolis\u00e9es et sans alcool.<\/p><\/div><\/div><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-75f71c69 \" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\"><strong>Que r\u00e9v\u00e8lent les donn\u00e9es sur la concurrence entre RTD et vins traditionnels ?<\/strong><\/span><\/div><div class=\"uagb-faq-content\"><p>Les donn\u00e9es IWSR r\u00e9v\u00e8lent une transformation majeure du paysage concurrentiel : les volumes de RTD cocktails devraient doubler mondialement entre 2019 et 2029, avec une croissance jusqu&rsquo;\u00e0 400% en Am\u00e9rique du Nord. Parall\u00e8lement, la part du vin tranquille a chut\u00e9 de 11% en 2019 \u00e0 10% en 2024, et devrait atteindre 9% en 2029. Aux \u00c9tats-Unis, les RTD ont enregistr\u00e9 une croissance de 14% par an entre 2019-2024 tandis que le vin tranquille reculait de 4%. Les RTD d\u00e9passent d\u00e9j\u00e0 les volumes combin\u00e9s de vins tranquilles et effervescents aux \u00c9tats-Unis et au Japon, t\u00e9moignant d&rsquo;un basculement structurel des pr\u00e9f\u00e9rences consommateurs.<\/p><\/div><\/div><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-eb192fa2 \" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\"><strong>Qu&rsquo;est-ce que la \u00ab\u00a0pr\u00e9miumisation s\u00e9lective\u00a0\u00bb ?<\/strong><\/span><\/div><div class=\"uagb-faq-content\"><p>La pr\u00e9miumisation s\u00e9lective identifi\u00e9e par l&rsquo;IWSR repr\u00e9sente l&rsquo;\u00e9volution de la tendance premium, devenue moins lin\u00e9aire et plus fragment\u00e9e sous l&rsquo;effet des pressions \u00e9conomiques. Les volumes premium et plus ont progress\u00e9 de 3% en 2024, principalement port\u00e9s par la bi\u00e8re, avec une croissance plus marqu\u00e9e en Am\u00e9rique du Sud, Asie et Afrique-Moyen-Orient. Cette pr\u00e9miumisation se concentre d\u00e9sormais sur des occasions sp\u00e9cifiques et des valeurs personnelles plut\u00f4t que sur le statut social. Les consommateurs boivent moins mais choisissent mieux, privil\u00e9giant la qualit\u00e9, la pertinence d&rsquo;occasion et les marques refl\u00e9tant leurs valeurs personnelles. Cette tendance se manifeste particuli\u00e8rement dans la culture cocktail et l&rsquo;explosion des ap\u00e9ritifs premium (+18% de croissance annuelle aux \u00c9tats-Unis).<\/p><\/div><\/div><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-ac159124 \" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\"><strong>Comment l&rsquo;occasion \u00ab\u00a0aperitivo\u00a0\u00bb transforme-t-elle la consommation de spiritueux ?<\/strong><\/span><\/div><div class=\"uagb-faq-content\"><p>L&rsquo;occasion aperitivo se veut un moteur de croissance majeur, caract\u00e9ris\u00e9e par sa nature d\u00e9contract\u00e9e et spontan\u00e9e en d\u00e9but de soir\u00e9e. Cette tendance profite particuli\u00e8rement aux ap\u00e9ritifs spiritueux, au Prosecco et aux ap\u00e9ritifs l\u00e9gers premium (15-22% d&rsquo;alcool). Aux \u00c9tats-Unis, les ap\u00e9ritifs spiritueux premium ont explos\u00e9 avec 18% de croissance annuelle entre 2018-2023, tendance qui devrait s&rsquo;acc\u00e9l\u00e9rer \u00e0 19% pour 2023-2028. Le Prosecco italien a \u00e9galement surf\u00e9 sur cette vague avec 5% de croissance annuelle. Cette \u00e9volution refl\u00e8te un d\u00e9placement des consommateurs vers des moments de socialisation moins intenses, privil\u00e9giant la qualit\u00e9 de l&rsquo;exp\u00e9rience \u00e0 l&rsquo;intensit\u00e9 de la consommation.<\/p><\/div><\/div><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-4171d6b0 \" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\"><strong>Quels sont les facteurs externes qui impactent le secteur Vins et Spiritueux ?<\/strong><\/span><\/div><div class=\"uagb-faq-content\"><p>Six pressions externes majeures impactent la fili\u00e8re : les tensions g\u00e9opolitiques persistantes, les perturbations commerciales, les d\u00e9fis \u00e9conomiques, l&rsquo;\u00e9volution r\u00e9glementaire, les messages de sant\u00e9 publique renforc\u00e9s et l&rsquo;impact des tarifs commerciaux. L&rsquo;industrie a subi une baisse de 1% des volumes totaux en 2024 avec seulement 1% de croissance en valeur. L&rsquo;impact varie selon les march\u00e9s : les producteurs de whisky \u00e9cossais b\u00e9n\u00e9ficient du nouvel accord UK-Inde mais font face \u00e0 des barri\u00e8res commerciales accrues vers les \u00c9tats-Unis. Les r\u00e9glementations gouvernementales se durcissent particuli\u00e8rement en Chine, Inde, Am\u00e9rique latine et Afrique du Sud, r\u00e9gions o\u00f9 la confiance dans les conseils officiels influence significativement la consommation.<\/p><\/div><\/div><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-90e6027a \" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\"><strong>Comment les boissons sans alcool \u00e9voluent-elles selon les derni\u00e8res tendances ?<\/strong><\/span><\/div><div class=\"uagb-faq-content\"><p>Le segment sans alcool conna\u00eet une croissance exceptionnelle de 9% en 2024, avec des gains intercat\u00e9gories significatifs au-del\u00e0 de la bi\u00e8re traditionnellement dominante. Le ph\u00e9nom\u00e8ne de \u00ab\u00a0zebra striping\u00a0\u00bb &#8211; l&rsquo;alternance consciente entre boissons alcoolis\u00e9es et sans alcool &#8211; gagne en popularit\u00e9, refl\u00e9tant une approche plus intentionnelle de la consommation. Cette croissance d\u00e9passe celle des produits alcoolis\u00e9s dans toutes les r\u00e9gions sauf l&rsquo;Asie-Pacifique. Les motivations de mod\u00e9ration s&rsquo;\u00e9largissent et s&rsquo;approfondissent, influenc\u00e9es par des facteurs structurels et cycliques, avec un nombre croissant de consommateurs trouvant des raisons de r\u00e9duire leur consommation d&rsquo;alcool tout en maintenant leurs habitudes sociales.<\/p><\/div><\/div><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-b6415695 \" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\"><strong>Quel est l&rsquo;impact de la technologie et du e-commerce sur le secteur ?<\/strong><\/span><\/div><div class=\"uagb-faq-content\"><p>Le e-commerce continue d&rsquo;offrir des opportunit\u00e9s de croissance avec une progression de 2% en valeur mondiale en 2024, port\u00e9e par de solides performances des spiritueux, de la bi\u00e8re et des RTD. L&rsquo;Asie-Pacifique se distingue avec 4% de croissance, devenant un moteur majeur pour l&rsquo;expansion future du canal. Le e-commerce permet aux marques d&rsquo;alcool de contourner les barri\u00e8res de distribution traditionnelles en se connectant directement aux consommateurs. La commodit\u00e9 technologique reste un domaine cl\u00e9, fa\u00e7onn\u00e9e par les pressions \u00e9conomiques et l&rsquo;app\u00e9tit pour l&rsquo;accessibilit\u00e9. Les c\u00e9l\u00e9brit\u00e9s et influenceurs fa\u00e7onnent de plus en plus les tendances chez les jeunes consommateurs, avec un focus sur le storytelling et la sobri\u00e9t\u00e9, tandis que les marques d&rsquo;alcool soutenues par des c\u00e9l\u00e9brit\u00e9s connaissent des succ\u00e8s mitig\u00e9s.<\/p><\/div><\/div><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-ef6fcc41 \" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\"><strong>Comment les marques peuvent-elles s&rsquo;adapter aux mutations du secteur spiritueux ?<\/strong><\/span><\/div><div class=\"uagb-faq-content\"><p>Face \u00e0 ces transformations, il est essentiel que les marques adoptent des strat\u00e9gies de contingence, de r\u00e9viser leurs cha\u00eenes d&rsquo;approvisionnement et d&rsquo;explorer les march\u00e9s \u00e9mergents pour identifier les opportunit\u00e9s de croissance. Les marques doivent investir dans la surveillance du sentiment consommateur et des donn\u00e9es pour identifier les zones de croissance \u00e9mergentes dans un contexte de premiumisation fragment\u00e9e. Il devient essentiel de comprendre les nouvelles occasions de consommation, particuli\u00e8rement l&rsquo;aperitivo, et de d\u00e9velopper des offres adapt\u00e9es aux demandes d&rsquo;authenticit\u00e9 et de divertissement virtuel. Les entreprises doivent \u00e9galement surveiller les messages de sant\u00e9 publique et les changements l\u00e9gislatifs tout en se concentrant sur des offres RTD authentiques, abordables et ax\u00e9es sur le digital avec des strat\u00e9gies e-commerce personnalis\u00e9es.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Discover the trends that will shake up the world of spirits in 2024-2025! In this article, we decipher the report \u00abTrends in wine &amp; spirits consumption - Season 2024\/2025\u00bb published by Ludovic Mornand. On the agenda: the spectacular entrenchment of non-alcoholic beverages in consumer habits, the boom in ready-to-drink cocktails that rival each other in creativity, the imperative for brands to be transparent and sustainable, and the technological shift that is reinventing the customer experience.<\/p>","protected":false},"author":1,"featured_media":8067,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[224],"tags":[388,273],"class_list":["post-2409","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-happy-hour","tag-388","tag-tendances"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Spiritueux : Les grandes tendances 2026 qui se dessinent<\/title>\n<meta name=\"description\" content=\"Les tendances de consommation qui fa\u00e7onnent le march\u00e9 des spiritueux et de l&#039;alcool en 2026 : contexte \u00e9conomique, actus, innovations\u2026\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blackthornsdesign.com\/en\/blog\/happy-hour\/consumer-trends-spirits-sector\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les Grandes Tendances De Consommation Spiritueux 2024\/2025\" \/>\n<meta property=\"og:description\" content=\"D\u00e9couvrez les tendances de consommation qui fa\u00e7onneront le march\u00e9 des spiritueux en 2024\/2025 : sans alcool, RTD, techno, premiumisation...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blackthornsdesign.com\/en\/blog\/happy-hour\/consumer-trends-spirits-sector\/\" \/>\n<meta property=\"og:site_name\" content=\"Blackthorns\" \/>\n<meta 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les tendances qui vont bouleverser le monde des spiritueux en 2024-2025 ! 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Au programme : l'enracinement spectaculaire du sans alcool dans les habitudes de consommation, le boom des cocktails pr\u00eats-\u00e0-boire qui rivalisent&hellip;","_links":{"self":[{"href":"https:\/\/blackthornsdesign.com\/en\/wp-json\/wp\/v2\/posts\/2409","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blackthornsdesign.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blackthornsdesign.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blackthornsdesign.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blackthornsdesign.com\/en\/wp-json\/wp\/v2\/comments?post=2409"}],"version-history":[{"count":0,"href":"https:\/\/blackthornsdesign.com\/en\/wp-json\/wp\/v2\/posts\/2409\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blackthornsdesign.com\/en\/wp-json\/wp\/v2\/media\/8067"}],"wp:attachment":[{"href":"https:\/\/blackthornsdesign.com\/en\/wp-json\/wp\/v2\/media?parent=2409"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blackthornsdesign.com\/en\/wp-json\/wp\/v2\/categories?post=2409"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blackthornsdesign.com\/en\/wp-json\/wp\/v2\/tags?post=2409"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}