As we embark on 2024, intriguing developments are afoot in the world of wine and spirits. From low alcohol options to technology innovations, environmentally friendly practices to unexpected mergers, there’s plenty to whet our whistles in the coming months. Let’s explore what the future may hold over a relaxing glass of our favourite tipple.
The No and Low-Alcohol Movement
This growing trend looks set to reshape the drinks market. No- and low-alcohol beers, wines and spirits allow imbibers to enjoy the flavours and rituals of drinking without the effects of alcohol. As veteran wine writer Oz Clarke told me over a cheeky AF spritzer, “It’s not about restriction – it’s about letting people have fun while staying sober and sharp.” He recommends framing these drinks as “an addition to the category, not a subtraction.”
Big players are taking note. Distiller Diageo plans to launch 20 non-alcoholic products by 2025, while breweries like Big Drop are experimenting with exciting craft options. On the wine side, Eisberg Alcohol Free and Thomson & Scott’s Noughty sparkling wines prove the no-alcohol category can still be sophisticated. Food pairings like cheese, olives and light seafood allow the complex flavours to shine through.
As the ‘mindful drinking’ movement goes mainstream, expect to see no- and low-alcohol offerings in every category and style. Stock those drink cabinets!
Unexpected Mergers and Acquisitions
Industry consolidation is ramping up, meaning smaller brands are joining forces while larger companies purchase competitors. For example, two stalwarts – Marussia Beverages and CEDC International – recently merged to enhance distribution across Eastern Europe. And after years of building market share, Japanese beer titan Asahi purchased Fuller’s brewing business in a £250m deal.
Such manoeuvres allow brands to share costs, leverage distribution channels and even swap recipes. As businesses navigate supply chain woes and inflationary pressures, we may see more unexpected marriages of convenience in months ahead. From a consumer perspective, this could mean easier access to formerly niche tipples like Polish wódka and Brazilian cachaça. Chin chin!
Sustainability as Standard
Environmental efforts are gathering steam in the drinks sector. Initiatives like water recycling, lightweight glass bottles, renewable energy and regenerative agriculture are now commonplace. “Sustainability is part of the conversation from the beginning – not an afterthought,” says Arabella Woodrow MW of Champagne house Veuve Clicquot.
B Corp certification and schemes like the Climate Change Leadership portfolios demonstrate shared commitment to green values. And consumer demand for eco-friendly products incentivises further progress. “It’s a virtuous circle,” says Woodrow. “The more we deliver on our promises, the more people care.” Expect ever-more bottles to bear sustainability seals in future as ethical production becomes an industry norm.
Tech Transformations
Get ready for drinks experiences augmented by virtual reality, artificial intelligence and big data analytics. Virtual tastings transport imbibers to far-flung vineyards without leaving home, while machine learning algorithms deliver ultra-personalised recommendations. QR codes on labels link to production information and tasting notes.
Behind the scenes, cloud-based platforms integrate supply chain, sales and accounting data to optimise operations – even predicting future consumer cravings! According to Allied Market Research, global expenditure on such drink-tech will reach £3.4 billion by 2027. The future of wine and spirits promises to be fascinating indeed!
As the drinks trade continues evolving, consumers can look forward to convenient, conscientious and custom-made tipples. While time-honoured traditions still have their place, innovations across the sector are set to enhance our bottle-based pleasure. Here’s to the road ahead!