BACARDI 2021 COCKTAIL TRENDS REPORT - Presented by Bacardi Limited in association with The Future Laboratory - Business Wire
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BACARDI 2021 COCKTAIL TRENDS REPORT Presented by Bacardi Limited in association with The Future Laboratory
INTRODUCTION MACRO TREND 1: HOME PREMISE : Domestic Drinks : New Drinking Cultures MACRO TREND 2: PLEASURE REVOLUTION : Flavor Sensations : Nostalgic Classics : Traditional Cocktails with a Twist MACRO TREND 3: BAR REINVENTION : The Drinktelligent Generation : Democratizing the Bar MACRO TREND 4: POST-PURPOSE BRANDS : Whole Systems Thinking : Hyperlocal Drinks MACRO TREND 5: MINDFUL CONSUMPTION : Resilience Drinking : Free-from : Functional Elixirs
Global premium spirits company Bacardi Limited looks ahead at the key trends impacting cocktail consumption and the spirits business in 2021, in association with The Future Laboratory. This report draws on insights from Bacardi-led consumer and brand ambassador surveys, interviews with the bar and restaurant trade, Nielsen CGA data, and The Future Laboratory’s independent research.
MACRO TREND 1:
HOME PREMISE
DOMESTIC DRINKS restaurants. With many bars now
The global pandemic has had a offering online cocktail classes
profound impact on the drinks and carefully concocted drinks
industry. It has undoubtedly delivered directly to our doors.
expedited the at-home and
e-commerce convenience culture New launches from the off-trade –
we had already begun to enjoy, from ready-to-drink (RTD), cans,
bringing more experiences and pouches to drink delivery apps
straight into our homes than we – have been hugely successful.
could ever have imagined. Cocktails in cans have proved
particularly popular. According
The pandemic has made home to research by Bacardi, close to
the focal point of our social 30% of consumers claim they
lives and changed the eating plan to purchase RTD cocktails
and drinking landscape forever. or canned spirit and mixers,
Initiatives such as virtual happy with portability and convenience
hours and live-streamed gigs cited as key reasons for stocking
have allowed people to recreate up on a pre-made drink.1
their favorite elements of bars and
25% 131% 20%
One in four U.S. respondents RTD cocktails show a rise One in five UK consumers
say they are now making of 131% in the U.S. are hosting virtual cocktail
cocktails at home. off-trade. parties from their homes.
(Bacardi Holiday Survey 2020) (Nielsen CGA) (Bacardi Holiday Survey 2020)
“Cocktails in a can are a hot trend, and the lockdowns
appear to have increased their popularity as a safe and
portable drink option. In addition, cocktails-to-go have
really taken off, with bars and consumers embracing the
trend at a fast rate as a viable choice for social occasions
and this is a behavior we expect to see continue in 2021.”
Brenda Fiala - Global Vice President, Strategic Insights and Analytics for Bacardi
TOP 5 RTDS IN NORTH AMERICA ARE:
53% 24% 32% 34% 33%
VODKA SODA & FLAVORS MARGARITA MOSCOW MULE LOW-ABV COCKTAILS GIN & TONIC
(up 10% from LY) (up 38% from LY) (up 19% from LY) (up 5% from LY) (up 1% from LY)
TOP 5 RTDS IN WESTERN EUROPE ARE:
56% 35% 31% 27% 23%
G&T & TWISTS NEGRONI CLASSIC COCKTAILS OTHER SPRITZES LOW-ABV
(up 10% from LY) (up 9% from LY) (up 21% from LY) (down 5% from LY) (up 3% from LY)
(Bacardi Global Brand Ambassador Survey 2020)
Popular cocktails for takeaway to the level of personalized
include familiar and comforting convenience they can indulge in
classics such as the negroni, from the comfort of their sofa.3 WESTERN
bloody mary, old fashioned,
and strawberry daiquiri. ‘People Pre-pandemic, e-commerce
EUROPE
are looking for security when options failed to catch the
they’re ordering food and drinks attention of spirits shoppers,
for delivery. You order what you but this channel is now a
know you like,’ Robyn Wilkie, widely adopted solution for
bar manager of Liquorette consumer purchase behavior.
in London, told Imbibe.2
While 2021 will no doubt
Research published in the herald the revival of on-
European Journal of Social premise consumption – NORTH
Psychology shows it takes as consumers flock back to support AMERICA
people between 18 and 254 local businesses and with the
days to form a new habit – and, vast majority of global bartenders
on average, 66 days for a new feeling optimistic about the future –
behavior to become automatic. e-commerce has cemented
This means that many of these its position as an important
shifts are here to stay, with channel for spirits.
consumers becoming accustomed
ONLINE SPIRITS SALES GREW
exponentially early in the pandemic, with
partners such as Drizly experiencing 350%
growth according to the IWSR, which also
forecasts that the e-commerce alcohol
channel will be worth $45.5B across the top
10 markets by 2024.4
NEW DRINKING CULTURES in the comfort of their own homes.
40%
of consumers in the
GLOBAL
For consumers, the pandemic has Consumers have also taken up U.S. are interested in
ushered in entirely new drinking new hobbies and found outlets
cultures, ranging from Japan’s
on-nomi (online drinking) to
for creativity at home, with many
adopting a more adventurous
MAKE-AT-HOME
walktails (cocktails to drink while approach to cooking.This has also cocktail kits, followed by
walking) and making cupboard transferred across to our drinking bottled PRE-MADE and
cocktails from reserves at home. habits, with brands stepping up to GRAB-AND-GO
respond to this desire for originality
Cocktail classes and kits have seen and knowledge. Bacardi created a options (both 37%).
huge success via highly visual virtual cocktail-making series for its (Nielsen CGA On-Premise Survey)
platforms with vast audience reach, social audience, and its brand homes
such as Instagram. The appeal of like Casa BACARDÍ in Puerto Rico
this DIY approach is echoed in data and Casa MARTINI in Italy continue
from Nielsen CGA, which shows that to offer online mixology classes
40% of consumers are interested that guests can sign up for to learn
in make-at-home cocktail kits, to create delicious rum cocktails.
followed by bottled pre-made and
grab-and-go options (both 37%). Cocktail gift packs are set to be
big in 2021. Knowing that people
With more consumers globally now want easy shopping solutions for
making cocktails at home, Bacardi unique gifts this season, and that
created a hyper-convenient option they are shopping online more
in the UK and Germany, and coming than ever, companies like Bacardi
soon to other markets. Only requiring have collaborated with e-commerce
the addition of ice and water, Twistails partners such as Cocktail Courier,
are innovative pre-mixed cocktail Sourced Craft Cocktails and
kits that allow consumers to make ReserveBar to create Bacardi
bar-perfect drinks simply and quickly portfolio-specific landing pages.
MACRO TREND 2:
PLEASURE REVOLUTION WESTERN
EUROPE
FLAVOR SENSATIONS smoked flavor profiles. According to
When Covid-19 restrictions ease and beverage company Flavorman, drinks
social life resumes, consumers will seek that burn, cool, tingle and comfort
pleasure, nostalgia, and escapism, will be in high demand in 2021.6
shifting their focus from enhancement
to enjoyment. During what some are Bitter taste profiles will continue to be
predicting to be ‘the second roaring popular due to our palates becoming
20s’, we will return to bars, seeking accustomed to healthier foods such NORTH
quality over quantity and perhaps as kale, which is at the more bitter end AMERICA
to celebrate after a tough year. It’s of the flavor scale. In the U.S. amaro
a sentiment echoed by the Bacardi is riding high as a bitter ingredient
Holiday Survey 2020, with many for cocktails, in line with consumers
people planning to treat themselves, embracing Italian aperitivo culture.
their friends, and family in 2021.5
This trend is confirmed by
A desire for extremes will dictate respondents to the Bacardi Global
our drink choices in 2021, with Brand Ambassador Survey for
sensorial experiences that range
from the striking heat of chili through
the North American market; bitter
liqueurs were strongly trending in
DESIRE FOR
to super-sweet, sour, bitter and the top five spirits for bartenders.
EXTREMES CHILLI
through to SUPERSWEET,
SOUR, BITTER and
33% 13% 26% SMOKED
flavor profiles.
(Flavorman)
One in three UK consumers Premium-and-above spirits forecasted to More than one in four U.S.
plan to treat themselves, increase global volume market share to 13% consumers plan to treat
their friends and their family by 2024 as consumers continue to favor themselves, their friends
more in 2021. quality over quantity, including cocktails and and their family more in
(Bacardi Holiday Survey 2020) high-end sipping spirits.7 2021.
(IWSR) (Bacardi Holiday Survey 2020)
GLOBALLY POPULAR COCKTAILS NOSTALGIC CLASSICS
(Bacardi Global Brand Ambassador Survey 2020)
In terms of spirits, various trends Gin, tequila, and rum represent the
are emerging among classic best premiumization opportunities GLOBAL
LOW-ABV COCKTAILS - 47% categories such as gin, tequila and in many markets, with their role
rum, and interesting differentials and importance growing during
are arising across markets. uncertain times. After a tough
year, classic cocktails can provide
OTHER SPRITZES - 45%
As staples of classic cocktails a sense of comfort and nostalgia
that consumers are replicating at – and none more so than spirit-
home, tequila and gin are enjoying forward cocktails. Featuring a base
NEGRONI - 41% record growth. The popularity of spirit, a modifier such as vermouth,
the margarita is surging in North port, or sherry, and often other
America, and global interest in the ingredients such as liqueurs, syrups,
negroni and gin and tonic remains or bitters, these drinks were first
CLASSIC COCKTAILS WITH A TWIST - 39% high. While interest in rum is driven developed in the 1880s and continue
by consumers in Latin America and to offer simple, bold flavors.
the Caribbean, the popularity of the
GIN & TONIC (AND TWISTS) - 31%
spirit soared globally in the summer At the other end of the flavor scale,
months when, with the relative 2021 will see a return to light-
safety of al fresco hospitality, the hearted drinks and flavor-filled
piña colada and mojito topped indulgences, inviting us to lose
NON-ALCOHOLIC COCKTAILS - 31% the list of desired cocktails. our preconceptions about, and a
serious attitude towards, cocktails.
The monotony of lockdown life is We will embrace cocktails that
driving people to experiment with remind us of easier times, such as
WHISKY HIGHBALL - 29%
classics, seeking out fun twists on summer holidays and nights out.
staples they know they can rely on.
According to bartenders, almost two A desire for comfort and indulgence
ESPRESSO MARTINI - 26% in five consumers are interested will see consumers seek nostalgic
in classic cocktails with a twist. drinks Flavorman predicts that
OLD FASHIONED - 23%
In the UK, more than one in four (28%) consumers would like to
VERMOUTH COCKTAILS - 23% incorporate maple syrup or honey into their cocktails, according to
the Bacardi Holiday Survey 2020.
POPULAR INGREDIENTS
(Bacardi Global Brands Ambassador Survey 2020)
this will result in innovative
takes on comforting classics,
and tonic and spritzes among the
majority of the Western Europe
such as smoky vanilla cold brew
and bubble gum seltzer.8
market’s top five RTD and ready-
to-serve (RTS) options. Ice-laden
GLOBAL
43% FERMENTS
(E.g. Kombucha/Kefir)
Julian de Féral, an award-
drinks are set to satisfy our desire
for the taste of summer, whether
winning bartender who is now an we’re traveling abroad or not.
international drinks consultant, Evolving from the previous year’s
43% ZERO-WASTE INGREDIENTS echoed this sentiment in an article
for Imbibe, forecasting a return to
frosé and champagne slushies
and frozen fruit beers, hard
tiki and disco drinks that he believes slushies in 2021 will offer fresh
38% COFFEE are the ‘great survivors’ of the
modern cocktail landscape. ‘These
were styles born of a need for
flavor profiles and creative takes.
Interestingly, caffeine-laden drinks
escapism during times of economic are also growing in popularity. In
33% FLAVORED TONICS depression, so in fact, history would
indicate we might indeed see a
North America, 46% of Bacardi
brand ambassadors noticed
continued rebirth of these drinks, increased interest from bartenders
31% FLAVORED SODA albeit with some fine-tuning.’9 for coffee and tea ingredients.
Bubbles reflect this escapist mood,
30% FRESH FRUIT/BERRIES with sparkling drinks such as gin
30% HERBS/HERBAL
27% AROMATIC/FLAVORED BITTERS 38% 60% 51% 36%
26% COCONUT WATER 38% of U.S. consumers
state that they would
The best
premiumization
Gin still dominates
global markets (51%),
In Western Europe,
36% of bartenders
be most interested in opportunities in North with bartenders in see gin as a huge
23% FERMENTS
(E.g. Beer/Cider/Ale)
reinventing, revisiting
or creating more
margaritas, up
America lie in tequila
(60%), dark rum (32%)
and mezcal (29%)
the UK showing 58%
interest. Gin and tonics
still riding high as drink
opportunity for
premiumization.
from 11% from the of choice.
previous year.
22% TEA (Bacardi Global Brand Ambassador Survey 2020)DARK SPIRITS CONTINUE
TEQUILA TRENDING HIGH IN NORTH AMERICA TO RISE GLOBALLY
• Tequila interest in North America is the strongest in the world and still growing
(up 28%) driven by a resurgence in margaritas (+27%) and other tequila
45%
cocktails (21%) VODKA SODA & FLAVORS
Rum is very steady compared to last year (26%) –
• Tequila continues to premiumize globally, up another 15% from last 7th place globally, strongest in Latin America
year. Margaritas are emerging as a strong cocktail and RTD trend
GIN IS BOOMING IN EUROPE 12%
BOURBON
• Globally, gin is the spirit of most interest to bartenders, up 10% from LY Bourbon interest surged 12% in North America
• Western Europe bartenders are among the biggest Gin fans
globally (sales growth in UK, France, Italy and Germany)
24%
SINGLE MALTS
Single Malts is at 24% global interest (+7%), with the
highest growth in Latin America (33%) and
51% GIN
North America (22%)
TOP 5 SPIRITS OF INTEREST
46% MEZCAL 12%
PREMIUM WHISKY
45% TEQUILA Blended premium whisky interest jumped
12% in Western Europe
38% VERMOUTH
38% BITTER LIQUEURS/AMARO LIQUEURS 7TH
(Bacardi Global Brand Ambassador Survey 2020) WHISKY HIGHBALL
7th globally trending cocktail with greater
excitement in Eastern EuropeGLOBAL
TRADITIONAL COCKTAILS world, as restrictions drive
WITH A TWIST consumers to seek new ways
New and creative ingredients of experiencing international
will add a fresh perspective tastes and cultures. Drinks
to classic drinks when we’re will offer escapism through
back at the bar. As reported flavor and will offer moments
in the McCormick Flavor of everyday luxury.
Forecast, heat will be key, with
cocktails such as the chilitini, Our diets are driving an
French chili 75, chili whiskey appreciation of complex
sour, chili libre, and chili flavors that we cannot
HEAT will be KEY, bloody mary. This also replicate at home, and
reflects a wider shift toward cocktails will offer new
fresh ingredients, including profiles to meet these
with cocktails such as the ginger.10 desires. The 2021 Culinary
and Cocktail Trend Forecast,
CHILITINI, CHILI WHISKEY produced by Kimpton Hotels
Undoubtedly, our palettes will and Restaurants, states
SOUR, CHILI LIBRE and expand further as premium that with fewer drinking
CHILI BLOODY MARY. This spirits markets develop in occasions available, we’ll
Africa, the Middle East, opt for more unusual and
also reflects a wider shift and Asia. Cocktails will elaborate cocktails.11
become a way to travel the
toward FRESH ingredients,
including GINGER.920% OF GLOBAL
CUSTOMERS NOW
MACRO TREND 3: KEEN TO SAMPLE
BAR REINVENTION
DRINKS THAT THEY
WOULD NEVER
HAVE TRIED PRE-
THE DRINKTELLIGENT GENERATION see venues and bartenders playing LOCKDOWN.
(Bacardi Holiday Survey 2020)
Post-lockdown, consumers armed with with menus, offering changing weekly
newfound knowledge and appreciation options according to stock levels, and
of spirits and cocktails will fuel a special drink deals as well as virtual
reinvention of the bar. Venues will classes, tastings and happy hours.
step up to offer more personalized
and unique concepts for this spirits- According to the Bacardi Holiday Survey
savvy customer, who will seek out 2020, this new consumer mindset is
deeper connections with bartenders already visible, with 20% of customers
in order to learn even more. now keen to sample drinks that they
would never have tried pre-lockdown.
Respondents to the Nielsen CGA This attitude will see consumers
On-Premise Survey concur, predicting keen to experience new flavors as
that many of the creative solutions they reacquaint themselves with their
developed in 2020 – cocktails-to-go, favorite hospitality venues, many of
delivery of cocktail and meal kits, and which will have dramatically changed.
escalation of e-commerce – will endure
when restrictions ease. We could In response, we’ll see cocktails-
“Last year saw many people practice the art of mixology at home, using THE SPIRITS BARTENDERS ARE
what they had on hand to master some classic cocktails. We think in 2021 SEEING CONSUMERS ORDER FOR
that knowledge will lead them to experiment more, upgrading their home THEIR COCKTAILS-TO-GO GLOBALLY
ARE GIN (64%), RUM
bars with premium spirits, seeking out new drinks and flavors, and once
it is safe to do so, heading to their favorite bars with new appreciation
and thirst for cocktails created by their local bartender.” (55%), TEQUILA (52%)
Jacob Briars - Head of Advocacy for Bacardi AND VODKA (43%)
(Bacardi Global Brand Ambassador Survey 2020)“I think home bartending is a good
GLOBAL
thing for the bar industry. It could be a to-go elevated to premium Bar, and Sydney bars Maybe
catalyst to bolster consumer and home products, while personalized
experiences will emerge and
Sammy and The Barbershop.
bartender knowledge, and appreciation become mainstream. Bars will This will help improve flavor
make, store, and refine your profiles and free up precious
of spirits, cocktails and bars in general.” preferred cocktail batch to ensure time for bartenders. Concepts
Richard Boccato - Owner of renowned it’s always ready and waiting. like pre-batched cocktail brand,
TAILS, which has pioneered a
New York City cocktail bar Dutch Kills.12 Sommeliers will evolve beyond the hassle-free approach to serving
confines of the wine category into pre-made premium cocktails,
the premium spirits’ sphere. They will likely rise in popularity as
will have a place in the developing bartenders seek ways to serve
cocktail markets in Africa and the great-tasting cocktails easily,
Middle East, and will introduce quickly, consistently, and at scale.
consumers in other parts of the
world to new choices: for example,
African-distilled gin has already
been embraced by London’s The
Savoy, The Connaught and Dukes
48% 64%
In the UK, 48% interested The Eastern Europe market focused
in ordering drinks from on gin for to-go options, while in Latin
pubs, bars and restaurants America the focus was on rum and
for delivery.13 tequila for cocktails-to-go choices.
(Statista) (Bacardi Global Brand Ambassador Survey 2020)GLOBAL
DEMOCRATIZING THE BAR to address issues, including the
As an industry, hospitality has gendered stereotypes and tropes
been slow to embrace digital that are inherent to cocktail
transformation, but the pandemic culture. Inspired by similar
has resulted in a multitude of new movements in genderless beauty,
digital platforms. Apps now enable alcohol bottles for post-category
easy ordering and payment drinks will be redesigned.
through a range of methods, Masculine and feminine
and bars are being demystified stereotypes will be removed in
through better online menus. favor of genderless designs, such
as medicine-style bottle shapes.
While digital platforms can’t
replace human contact, Some clues to this direction can
the Bacardi Global Brand already be seen in the huge
Ambassador Survey shows that popularity of drinks such as
bartenders were exploring digital hard seltzers among men and
solutions in late 2020 and will women in the North American
continue to do so into 2021. As market, appealing to the health-
we move through this decade, conscious and those seeking
these solutions, combined with convenience. 53% of U.S.
new emerging technologies, will bartenders agree there is interest
facilitate a new level of comfort in hard seltzers compared with
for customers and make bars 25% globally.14 The trend is yet
more accessible to everyone.
There will be a more open and
to take off in Western Europe but
did experience a small increase
of 6% last year, with room for
40 million
positive bar culture that seeks growth in 2021 and beyond.15 Women in the UK now drink 40
million more glasses of whisky
a year than they did in 2010, a
rise of 15%, compared with
a decline of 6% among men,
according to market research
firm Kantar.16GLOBAL
MACRO TREND 4:
POST-PURPOSE BRANDS
WHOLE SYSTEMS THINKING production on the environment,
Pushing back against purpose- brands are responding.
washing and jumping on the Bespoken Spirits has developed
bandwagon, spirits brands will technology to precisely tailor
embrace imperfection and focus spirits for aroma, color, and taste
on improving sustainability in just days without the need
and transparency in 2021 for maturation or distilling. This
and beyond. As consumers removes the need for traditional
become increasingly aware processes, such as barrel
of the impact of alcohol aging, and reduces waste.
“We know that people are increasingly thinking about the green
34%
credentials of the drinks they choose to enjoy. Doing the right
thing by the planet and our customers is incredibly important to
us. So from reducing energy and water use during production, to
working with online retailers to reduce packaging, to launching the of UK consumers plan to
world’s first 100% biodegradable spirits bottle in 2023, we’re doing
everything we can to do just that.” be more environmentally
Jean-Marc Lambert - Senior Vice President, Global Operations for Bacardi friendly in 2021.
(Bacardi Holiday Survey 2020)The very real threat of climate minds as they emerge from
change has seen some companies lockdowns, which necessitated
pivot in response. Following a reliance on e-commerce. GLOBAL
wildfires in their respective
regions, the Hoopes Vineyard Spirit brands are responding, and
in California and Archie Rose there are notable developments
Distillery in Australia turned from premium names. Bacardi
their smoke-tainted grapes is paving the way, recently
into brandy and vermouth as a announcing the development
way to rescue their produce. of a biodegradable bottle – the
world’s most sustainable spirits
Moving into 2021, plastic bottle – which will be rolled
packaging and the environmental out by 2023, replacing 80M
impact of home deliveries will plastic bottles every year.
be at the forefront of people’s
Nearly 70%
of
consumers in the U.S. and
Canada think it is important that
a brand is sustainable or
eco-friendly, according to a study
by IBM and the National Retail
Federation.17
(IBM and the National Retail Federation)GLOBAL
HYPERLOCAL DRINKS Austrian company, Print a Drink, has
While the move toward local drinks has developed a method of 3D printing
been gaining ground in recent years, that suspends micro-flavor droplets
driven by a desire for sustainability, in cocktails – thought to be a world-
the pandemic has exposed the first in the field of beverages and
reliance on global supply chains. liquid foods, as reported by Stir.27
Restaurants and bars heavily reliant In 2021 we will see consumers follow
on imports faced grave challenges. through on their desire to support local
Andrew Yap of the Old Man Singapore brands and businesses, including bars
bar told The Drinks Business that he and restaurants, which they developed
experienced longer waiting times for during the Covid-19 crisis. According
some spirits and ingredients, such as to a May 2020 survey by ZypMedia18,
kaffir lime.26 Such scenarios mean that more than two-thirds (68%) of the 53% of
bars and restaurants are accelerating U.S. consumers who bought from local
their use of local ingredients and businesses during the pandemic stated
creating more agile supply chains. they would continue to do so post-crisis.
New production methods can help to
shrink supply chains. An innovative
27% 36%
27% of UK consumers want to 36% of U.S. consumers state
support local shops, bars and they will continue to buy from
restaurants in 2021, while one local businesses instead
in five (20%) want to do more of a national retailer post-
for their local communities. pandemic.18
(Bacardi Holiday Survey 2020) (ZypMedia)58% of brand
ambassadors in North America
WESTERN
EUROPE
noticed increased bartender
interest in ZERO-WASTE Zero-waste bars are taking available exclusively at some
a holistic approach by of the UK’s leading bars for
INGREDIENTS, according focusing on the careful use
of each ingredient, with
Zero Waste Week 2020.
During the event, customers
to the Bacardi Global Brand less elaborate garnishes were able to order all-new
Ambassador Survey 2020. on cocktails, minimizing ‘conscious cocktails’: the
packaging and recycling or Super Sustainable, which NORTH
reusing. Bars committed repurposes ingredients left AMERICA
to the zero-waste practice over from other cocktails,
include Bisou in Paris, The was available at the Stratford
Perennial in San Francisco, Hotel, while the Problem
London’s Sexy Fish, and Solved – a whiskey-
Vesper in Amsterdam. based cocktail featuring
grapefruit, orange and
The Bacardi range of lemon peels – was offered at
sustainable cocktails was Edinburgh’s Panda & Sons.
“We look at every ingredient, whether it is a garnish, a
distillate or a preparation such as a cordial and ask whether
we are getting the most flavor and utility out it.”
Rich Wood, - Head bartender Scout, author ‘The Cocktail Guy’MACRO TREND 5:
MINDFUL CONSUMPTION WESTERN
EUROPE
RESILIENCE DRINKING to flexitarians, who take a flexible
The no- and low-alcohol market approach to vegan and vegetarian
shows no signs of slowing down in diets, these people are embracing
2021. Embraced not only by non- the full spectrum of 0-50 alcohol by
drinkers but also those looking volume (ABV) content available to
for more options, the no-and low- them, adapting their choices to suit
alcohol market is set to expand. specific drinking occasions. Low-
Sober-curious consumers are ABV are globally the most engaging NORTH
emerging as a strong cohort. Similar cocktails to influential bartenders. AMERICA
55% 63% 36%
Globally 22% consumers are In 2020, 63% of U.S. More than a third (36%) of
drinking less, while 55% of consumers planned to drink consumers across the UK,
mindful drinkers are consuming or offer more no- and low- France and Germany planned on
low-ABV drinks.
(Bacardi Global Brand Ambassador
alcohol options.
(Bacardi Global Brand Ambassador
enjoying more no- and low-alcohol
cocktails in December 2020.
“We know people are stepping up their
Survey 2020) Survey 2020) (Bacardi Holiday Survey 2020)
cocktail game with premium spirits, putting
quality over quantity, and at the same time,
are intrigued by the explosion of new alcohol-
-10% 24% free spirits available to choose from.”
Marine Rozenfeld - Innovation Development Lead for
Bacardi for Western Europe, Australia & New Zealand
Overall alcohol consumption was set In Germany, 24% of consumers are
to decline by 10% in the UK in 2020, a planning to take part in Dry January.
gap that could potentially be filled by Only 6.8% say they have done so before,
the no- and low-alcohol market.18 representing a clear increase in interest.
(IWSR 2019) (Bacardi Holiday Survey 2020)This flexible approach has led to open to trying 0% options as
“What really stands out in our low-ABV cocktails, which provide their usual routines are upended,
an alternative daytime drink for more experimental ways of living
insights is how huge mindful drinking those who are keen to reduce emerge and new goals are set. GLOBAL
their alcohol consumption. We’ve
has become in Western Europe this already seen the rise of spritz This market is now in exponential
year – it is the NoLo capital of the culture, with people embracing growth. Bacardi forecasts that
the low-proof, leisurely drinking the no- and low-alcohol spirits
world. As lockdown impacted our afforded by a ST-GERMAIN® category will grow by from $100M
Red Zinger Spritz, for instance, to $500M RSV in Western Europe
lives and routines, not only did and this looks set to continue. by 202419, while brands such as
people begin to seek out lower-ABV Everleaf and Haus are catering
Globally, 0% ABV spirits have to a Millennial and Generation Z
cocktails, they also enjoyed cocktails received more interest than consumer who is mindful of their
any other spirits category – for physical and mental health.
a little earlier than usual and started the second year running. And
experimenting with longer drinks and despite headlines surrounding Bars are starting to take note of
increased alcohol consumption this huge shift, with many bars
alcohol-free options. That meant last year, the Bacardi Global beginning to adopt hybrid menus
Brand Ambassador Survey 2020 that offer all drinks in both alcoholic
mindful drinking really took off and reveals bartenders feel that the and non-alcoholic versions.
it’s here to stay.” pandemic has accelerated the
0% trend, with consumers more
Brenda Fiala - Global Vice President, Strategic
Insights and Analytics for Bacardi
83%
In Eastern Europe, 83% of brand
ambassadors stated that bars
were offering low-ABV cocktails,
compared to 37% globally.
(Bacardi Global Brand Ambassador Survey)FREE-FROM an aperitif featuring the taste of
A shift towards a more mindful raspberries and rhubarb, avoiding WESTERN
approach has seen the same the use of artificial sweeteners,
care we take when choosing additives, and flavorings.
EUROPE
what we eat slowly filter down
to encompass what we drink. Other spirits are embracing a
Consumers who desire to eat free-from approach too. Mezcal
less processed food with fewer is emerging as a strong favorite;
artificial additives and reduced the spirit is a cleaner drink as by
refined sugar are applying this legal requirement it is made from
logic to drinks, with future- 100% agave, and offers small-
thinking brands emerging to batch artisan credibility, much like
tap into this growing base. the craft beer scene, which has NORTH
become an important part of the AMERICA
Nordic Spirits Lab produces drinks industry in recent years.
a distilled gin with akvavit
botanicals (coriander, angelica,
lemon peel, caraway or dill) and
75%
Almost three quarters of
people worldwide plan to eat
and drink more consciously as
a result of the pandemic.20
(Beneo)FUNCTIONAL ELIXIRS vegetables, and mushrooms as well
The pandemic has ushered in a new as lactobacillus – a ‘super probiotic’
focus on mindfulness and wellbeing, that defends the body from unwanted WESTERN
with anti-viral diets being favored bacteria, aids digestion, and bolsters
by many who prioritize a minimum nutrient absorption. Molson Coors’
EUROPE
five-a-day fruit and vegetable intake recent probiotic and non-alcoholic
alongside plant and botanical seltzer launch is an important milestone
ingredients and superfoods. in this movement going mainstream.
This shift has sparked a wave of Immune-system boosting ingredients
cookbooks catering to our desire to have come to the fore, providing a
get more use from food - from anti- way for consumers to feel reassured
inflammatory to brain-boosting diets. they are doing their best to maintain
Healthy gut bacteria has become a their health. “Immunity is one of the NORTH
popular area of focus, as it is thought hottest topics out there right now, and AMERICA
to multiple aspects of wellbeing. flavors that consumers recognize as
immunity-boosting, such as turmeric,
Jin Jin cordial offers to bring the elderberry, echinacea, citrus and berry
benefits of cultured enzymes to flavors, will perform well with people
drinks. The cordial uses a traditional who are looking for a quick fix in their
fermentation technique from Japan diet,” says Alex Massumoto, marketing
and combines more than 35 fruits, associate at Synergy Flavors.21
23% “The global functional
beverages market size is
predicted to have a CAGR of
23% of Britons saying they are
eating more fruit and vegetables
since the outbreak of the virus.22
8.66% in the period of 2019-
(Mintel)
2024, rising to $208.13 billion
by 2024.” 23
(KPMG Insights)63% of respondents
stated there was an WESTERN
EUROPE
interest in ferments such as
KOMBUCHA and KEFIR in
Eastern Europe, according The market for functional ingredients is further evidenced
by the Bacardi Global Ambassador Survey which reveals
to the Bacardi Global Brand that ingredients of interest among bartenders are ferments
Ambassador Survey 2020. (such as kombuca and kefir), herbs and fresh berries.
In the wine market, alternative vintners are emerging that NORTH
offer a way to combine non-alcoholic wines with health- AMERICA
benefiting ingredients. Ambijus, from Norway’s leading non-
alcoholic specialist Leske, is an alcohol-free alternative to
wine made with apples, juniper berries, herbs and roots
and using fermentation, cold brewing and steeping. Similar
innovation is expected to reach the cocktail market soon.
“In the 14 weeks to 6 June, U.S. sales of
ginger rose by 94%, while turmeric and garlic
sales were up by 68% and 62%, respectively,
compared with the same period in 2019.24
(Global Wellness Institute)CITATIONS
1. https://www.bacardilimited.com/media/news-archive/keep-calm-and-soiree-on-
thenew-era-of-summer-socializing/
2. https://imbibe.com/news/the-covid-19-pivot-how-london-bars-are-developing-
cocktails-for-delivery/
3. https://www.healthline.com/health/how-long-does-it-take-to-form-a-habit#it-varies
4. https://www.theiwsr.com/will-current-shifts-in-consumer-behaviour-permanently-
disrupt-the-beverage-alcohol-industry/
5. https://www.bacardilimited.com/media/news-archive/from-virtual-halloween-to-
christmas-in-quaranteams-and-fist-bumps-under-the-mistletoe-bacardi-survey-
reveals-tis-the-season-to-go-big-and-stay-home/
6. https://www.fdiforum.net/mag/retail-food-service/functional-flavours-top-drink-trends-
for-2021/
7. https://www.theiwsr.com/covid-19-will-create-far-reaching-impact-on-globalbeverage-
alcohol-consumption/
8. https://www.fdiforum.net/mag/retail-food-service/functional-flavours-top-drink-
trendsfor-2021/
9. https://imbibe.com/news/opinion-what-will-cocktails-look-like-post-coronavirus/
10. http://www.novotaste.com/flavour-trends-to-stir-into-the-fb-industry-for-2021-food-
processing/
11. https://modernrestaurantmanagement.com/kimptons-2021-culinary-cocktail-trend-
forecast-infographic/
12. https://vinepair.com/articles/home-bartenders-future-drinks-business/
13. https://www.statista.com/statistics/1107332/covid-19-ordering-drinks-for-delivery-
ingreat-britain/
14. Bacardi Global Brand Ambassador Survey, On-Trade Trends 2021 (North America)
15. Bacardi Global Brand Ambassador Survey, On-Trade Trends 2021 (Western Europe)
16. https://www.theguardian.com/food/2020/jun/13/whisky-is-back-in-favour-and-now-
women-are-calling-the-shots
17. https://www.barrons.com/articles/two-thirds-of-north-americans-prefer-eco-friendly-
brands-study-finds-51578661728
18. https://www.prnewswire.com/news-releases/consumers-want-to-support-their-
local-economy-by-supporting-local-businesses-according-to-a-survey-by-
zypmedia-301066610.html
19. https://www.bacardilimited.com/media/news-archive/less-is-more-bacardi-
predicts400-growth-in-no-and-low-alcohol-in-next-four-years/
20. https://www.foodingredientsfirst.com/news/shifts-in-consumption-patterns-amid-
pandemic-are-hard-to-ignore-says-beneo.html
21. https://www.ift.org/news-and-publications/food-technology-magazine/issues/2020/
october/columns/ingredients-flavors-of-change-taste-trends-evolve-in-pandemics-
wake
22. https://www.mintel.com/press-centre/food-and-drink/pass-the-avocado-on-toast-a-
quarter-of-young-millennials-say-covid-19-has-made-a-vegan-diet-more-appealing
23. https://www.alfa-editores.com.mx/top-five-beverage-trends-for-2020-2021/
24. https://globalwellnessinstitute.org/global-wellness-institute-blog/2020/07/14/
accelerating-wellness-trends/
Specific statistics and examples are referenced and web linked throughout the document.
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