Drink Trends Report 2023 - Powerhouse
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Drink Trends Report 2023
Our
menu
3. What’s this all about?
4. What was big on TikTok in 2022?
5. Functional drinks
7. Cannabidiol in drinks
10. The Low & No drinks sector
12. Great British wine
15. Sustainable packaging
17. So, what is SOJU?
19. Sustainable Tequila
2
We are
Powerhouse
Entering a new year, we’re invigorated by And we’ve brought everything under one roof
where the World of Drinks is heading in 2023. to share with you the ‘opportunity gaps’ these
How consumer data is shaping market trends waves are creating.
of the future and what that will mean for you.
A combination of consumer and market
We have explored how “ongoing uncertainty”, data, predictive analytics, and action
supply issues, the increasing rates of inflation, oriented insights from our nutrition and
and environmental concerns are evolving flavour experts, that will help you build a
consumer intent. winning brand proposition in 2023.
Georgie Hodgson James Sargent Eden Owen-Jones Victoria Harley
Lead Food Creative Food Creative Creative Food Assistant Lead Creative
104.1 18.2
Damp lifestyle - having sober fun!
trending
#damplifestyle
Million Views
Million Views
5.2
What’s
Million Views Coconut cloud smoothie -
Lets make it #coconutcloudsmoothie
a mocktail!
89
Million Views
200.4
Coffee ice - #coffeeice
Million Views
Viral TikTok trends are inescapable!
They’ll take over your feed and hold your
sanity hostage until you finally attempt the
dish yourself... They’re a great way for brands
to fast-track their growth and connect
with millions of users! The F&B community, Healthy coke - sparkling
in particular, is the 6th biggest industry on
TikTok, and has the power to drive huge
2.2
Million Views
water and balsamic vinegar -
#healthycoke
results for brands. Jalapeño rose adding jalapeño
to your wine, big Summer trend
- #jalapenorose
Emma D’Arcy’s viral TikTok Negroni Sbagliato
fad helped Lidl achieve its busiest day ever
in December, and Wakey Wines, recently
became famous for selling (£2) cans of Prime Ice drawer - coloured & flavoured ice
cubes - #icedrawer
energy drinks for upwards of £100!
4
#Drink 25.2B views,
#Drinks 12.7B views
#DrinkTok 1.9B views
Functional Drinks During the pandemic, we all witnessed a clear shift of priorities towards wellness; across health, fitness, appearance, nutrition, sleep, and mindfulness. Being healthy is not just about an apple a day anymore - people are looking to more closely monitor their intake and nutritional balance. In 2022, Global Google searches for “health” grew from 3.6 Billion in January 2022 to over 9 Billion in December and has already reached 15 Billion searches this month. “Gut health” also saw a 83% increase in searches. Furthermore, consumers are quoting physical wellness (53%) and mental wellness (49%) as being more important to them in the next 12 months. * WGSN’s Consumer Trend Forecasting Report 2022 * Google Search Trends 2022.
“There is a genuine / real The last few years have seen an explosion of new The probiotics market alone is expected to expand
brands into the functional drinks sector, although at a compound annual growth rate (CAGR) of
opportunity for brands who without an established brand equity and recall, it 7.5% from 2021 to 2030 - increasing our awareness
can be a challenge to cut through the noise. of live microorganisms, fermentation and their
can deliver on health, taste health benefits.
Consumers are seeking quality products that can
& convenience.” address “wellness” across multiple dimensions. In early 2022, Fix8 became the first UK Kombucha
Better Nature CEO, Christopher Kong. to feature “science - backed” probiotic live
Starbucks entered the energy category for the cultures and food brand “Better Nature” landed a
first time last year whilst Innocent Drinks released £700K funding boost to build tempeh awareness -
Blueberry Whizz, made from crushed fruit and veg made from fermented soybeans.
with added Vitamin D and Iron.
We’ll see a wave of consumers looking for
beverages that can boost immunity, substituting
traditional fruit juices and carbonated drinks with
“Functional Drinks”.
Organic nootropics will continue to gain
popularity. We’ll see drinks influenced by
ingredients like green tea, ginseng, bacopa
monnieri and schisandra to improve cognitive
functions, such as mood, memory, creativity,
or motivation. We’ll also see brand new natural
ingredients emerge.
6
Cannabidiol
Following its UK legalisation in 2018, CBD
is emerging rapidly in the drinks sector.
CBD is a compound found in marijuana. Google search volume in the UK, over the past
12 months, has seen an increase of 123.2%. From
27.1K searches in January to over 60K in December
2022.
With Google loosening its ‘advertising ban’ on CBD
related content in the US in January 2023, and
more commercial anticipation for the content
in the metaverse, we’d expect to see a wider
‘share of voice’ across digitial spaces by brands,
retailers, and wholesalers throughout the year.
“Legalisation of CBD in the UK
has made it a European leader,
becoming a hotspot for finance,
innovation, and research as
well as mainstream commercial
opportunities”
Eoin Keenan, Founder: Goodrays
* Cannabis Marketing Association 2022
* Alphabet Inc. Rel. to YouTube
* Google Search Trends 2022.
“Over the last 12 months,
Consumers are looking for products that can Goodrays has really taken off,
easily fit into their busy lifestyles. As the category
matures, we expect consumers to seek out other
growing at 1,000% annually.
ways of interacting with CBD as they look to In October, we launched as the
benefit from the effects.
first and only CBD drink in Tesco
Traditionally seen as an online purchase, we’re
seeing more brick & mortar retailers stock up and as one of two CBD drinks in
on CBD products, expecting consumers to shop
much more frequently in 2023.
Waitrose.”
Eoin Keenan, Founder: Goodrays
In response to this trend, we’re expecting to see a
huge influx of brands and products influenced by
CBD which may become symbiotic with the “Low
& No” culture.
We’ve already seen the first few innovative,
sophisticated drinks this year, like the Alchemist’s
CBD Spritz, featured in their “Low & No” section
of their famous cocktail menu.
Ingredients:
1 can of ‘Elderflower
& Yuzu’ Goodrays
15ml Fresh Lemon Juice
6 Muddled Strawberries
Pink fizz
1/4 tsp Pink Peppercorns
Fresh Tarragon Garnish
Recipe per drink
CBD drinks can often have an earthy, slightly bitter taste due to the concentration of
cannabinoids.
With Pink Fizz, we’re offseting this with muddled strawberries; adding sweetness which
works wonderfully with the Yuzu to create a tangy concoction.
The spice from the pink peppercorns helps to augment the tingle of the fizzy soda, whilst
the fresh anise aroma in the tarragon prepares the taste buds for this fresh, zingy flavour
explosion.
Combine fresh lemon juice, strawberrries Hit the Tarragon across the back of your
& pink peppercorns into a cocktail tin & hand a few times to tease out the aroma
muddle. and garnish, sliding the stem down the
side of the glass.
Add the Elderflower & Yuzu Goodrays to
the tin, quickly stir & slowly strain using a
hawthorne & fine strainer into a highball
glass filled with ice.
Recipe Credit: James Sargent
The ‘Low & No’ The past few years have seen a dramatic shift in
public opinion and brand innovation in the “Low &
Drinks sector
No” alcohol sector.
With many consumers seeking to change their
relationship with alcohol, a recent IWSR analysis
shows that most adults globally (58%) are actively
moderating their drinking.
“The likes of Spain, France This explosion demonstrates a clear market shift
and opportunity; away from the ‘sugary image’
and Germany have at once associated with non-alcoholic beverages,
offering a low-calorie and low alcohol solution to
least five times the market a crowd / group night out.
share of ‘low & no’
According to IWSR research; from the Drinks
options compared to the Market Analysis 2022 - the total record of sales of
‘Low and No’ alcohol drinks is predicted to grow by
UK. Consumers want over 31% by 2024, and the market currently holds a
taste and quality, but 3.5% volume share of the entire alcohol industry.
historically there’s not
been a product that
That’s a 27.5% increase
fits the bill.”
in ‘share of market’
Luke Boase, Founder:
in the next two years
Lucky Saint. * IWSR Drinks Market Analysis 2022
10“Why did we stop drinking? Well, the most
popular reason for ‘moderating our drinking’
is wanting to stay fresh for the next day (31%),
if others aren’t drinking within a social group
(30%), or being able to attend another activity
such as a sports (25%) event.”
The Low & No 2022: Consumer Perspective Report
by Lucky Saint.
As a result, many classic brands are releasing have introduced or vastly expanded their Low
Low & No versions of their iconic drinks, & No menu sections. Increasing the quality and
diversifying their offering and recapturing imagination of their offerings - and we expect to
consumers lost to a new offering - against see this expand much further in 2023.
independent brands who’ve been developing a
range of craft alternatives. However, with remote work expected to increase
in 2023 and a rolling recession underway,
Some of the innovative challenger brands making we might see consumers looking for ways to
waves in the industry include Bemuse Drinks, who replicate drinks at home and symbolically end
have reimagined the world’s oldest brewed drink; their weekdays in a mindful way.
mead to create a non-alcoholic, low-calorie drink
for modern tastes, by using natural fermentation Brands could use this opportunity to offer ways to
processes. make “weeknights more special” without the need
for alcohol.
As the world becomes more health conscious
and accustomed to having “sober fun”, the drinks
industry is playing catch up. Bars and restaurants 11Great
In August 2021, Waitrose and Marks & Spencer
began stocking the first wines carrying the
prestigious accolade “Sustainable Wines of Great
British
Britain (SWGB) Trademark” – this is a huge step
towards supporting the UK’s commitment to
environmentally friendly wine production.
Wine
However, what’s a good news story for the UK,
is posing a threat to the global wine industry.
Hailstorms, bushfires, and historic droughts mean
areas now under vine, are struggling to continue
producing the amount, and certainly the variety,
“South of England of wine they’re currently making.
has seen a rise in “The warming trends in the UK will continue,
temperature of 1 degree ‘good wine’ years like 2018 will become the norm.
We’re going to see a growing season climate,
since the 80s, meaning much more like that of the last 20 or 30 years in
the champagne region of France” – viticulture
areas such as Sussex, climatologist Dr Alistair Nesbitt.
Hampshire and Essex,
The thought of vineyard tours and tastings in the
and parts of Wales too, UK would have been laughable 20 years ago, but
reality is looking very different… as consumers will
now have the necessary soon be spoilt for choice.
temperature to fully But for this to be a true turning point, it’s down to
ripen grapes” retailers, brands, and consumers to champion
English & Welsh wine.
Jaega Wise, at BBC’s The Food
Programme Podcast.
12How will brands
promote wine culture?
Faced with increasing competition in the sector
from craft beer, spirits and cocktails, British
wineries are focusing on sustainability. And by
doing so, positioning their offerings towards
younger consumers - who are more likely to
respond positively to “eco-friendly” labels.
61 members are already part of the SWGB
(Sustainable Wine Great Britain) Scheme,
accounting for 33% of the area under vine in the
UK. As the market grows, we expect to see more
vineyards become organic or biodynamic.
13Autumn
Pappardelle
Recipe serves 2
Earthy, hearty mushrooms pair terrifically with fuller bodied wines, like a barrel-aged
Chardonnay, Pinot Noir or Cabernet Sauvignon. Radicchio and chicory - slightly bitter
and crunchy – help enhance the experience by adding colour, texture, and releasing
maximum flavour from the mushrooms; whilst the brown butter gives unbeatably nutty
and caramelised notes.
English Sparkling also pairs well with fried foods. Browning and crisping the mushrooms
beforehand lends well to this flavour pairing.
Put a large pot of salted water on to boil. in, along with the thyme sprigs and cook
until soft.
Chop and tear apart mushrooms into
roughly 1 inch pieces, we went for mixed Next finely slice your chicory and
Ingredients:
mushrooms to give a variety of textures. radicchio into long strips then add to the
150-200g of pappardelle pan with your shallots and garlic and
200g mixed mushrooms In batches, brown the mushrooms until add a liberal amount of black pepper.
50g radicchio, thinly shredded crispy and dark golden brown, add salt
and pepper to each and set aside. Add the cooked pasta to the pan with a
1 chicory, thinly shredded
few tablespoons of pasta water and toss
3 banana shallots
In a separate saucepan, brown the together.
1/3 medium radicchio remainder of the butter until a deep
3 garlic cloves golden brown and set to one side. Toss in half of the mushrooms and half of
5 sprigs of thyme the radicchio.
3 tbsp Vegan butter Cook the pasta as per packet
instructions, but keep some of the To plate, sprinkle over the remaining
Salt and pepper
cooking water for later. mushrooms and radicchio, and spoon
Toasted walnuts to serve Recipe Credit: Eden Owen-Jones over the brown butter. Add walnuts at this
Finely mince the shallots and garlic, then stage to give it a crunchy texture.
add to the pan that the mushrooms were“Glass in particular In the coming years, alcohol brands will need
Sustainable
to show an increased public commitment to
is suffering bottlenecks sustainability. We’ll see more brands moving away
packaging
from their traditional advertising, packaging,
in the whole supply and manufacturing processes - favouring more
considered sustainable processes throughout.
chain, and in the value
of the product, which What’s driving this action?
is affected by the cost In the packaging - The glass melting process
releases a very high level of gasses, particularly
of energy.” carbon dioxide. The war in Ukraine, a global
Natasha Linhart, sand shortage, poor regional glass waste
CEO of Atlante. management, and a lack of awareness are
all causing serious challenges in the glass
manufacturing industry.
According to Clayton Glass, 20% of the cost of
glass production is gas. Russia turning off the
gas taps to Europe, is filtering down the supply
chain as higher production costs, which is
having a direct impact on brands. With these
(and countries) looking to reduce resource
dependence in both Russian and fossil fuels, this
is leading producers to move away from glass as
a viable packaging option for the future.
15
* Clayton Glass Insights Report 2022Truth is… the wine industry has been open to the part of brand identity and the whole drinking
adoption of packaging innovation for years. experience, and often not enjoyed in isolation...
We’ve seen alternatives include multi-layer How would this affect the
cartons or bag-in-box, but both are made of two ‘experience’ of having a bottle
or more materials, which significantly decreases
of wine.
the likelihood of them being effectively recycled.
Well, we could see a return to decanters.
Pouches (widely used in Asia markets) are
Waiters with a keen eye on plates and glasses.
another option which have grown in popularity,
An introduction to more course pairings and
especially for informal and/or outdoor occasions,
variation in vine throughout the meal.
as they have the advantage of flexibility and can
be easily packed into an icebox or picnic basket.
As the wine industry transitions to new
packaging alternatives, we might also see an
So, where do we think the opportunity sits in 2023?
interim move; such a standardization in the colour
of wine bottles, making them easier to sort and
Aluminium. recycle.
Aluminium cans are the only alternative to glass However, as the next harvest year develops,
that can handle a fizz. They chill fast, they’re wine is steeped in heritage and tradition - with a
lightweight, and 100% recyclable. legacy and vintage running back decades. We
are unlikely to transition away from ‘the bottle’
We’ve seen this growth with RTD products, such in the immediate future - but we will see more
as pre-mixed spirits and flavoured beers. sweeping attempts to limit wasteful glass use in
But of course, wine packaging is an integral ‘bottling’ practices from now on.So, what
is SOJU?
Just like Spain has Sangria and Scotland has
Whisky, Korea has its own renowned drink.
Soju is a distilled alcoholic beverage, clear and
colourless. Traditionally made with rice, and other
botanicals (like sweet potato, barley or tapioca).
With the popular culture of South Korea entering
the Western creative industries of cinema, drama,
music, fandom, beauty, and fashion over the
past few years (think Squid Games, Korean BBQ,
BTS, and the influx of K-dramas on Netflix) it’s not
surprising to see some of the country’s food and
beverage products being a big hit in the populous
of the UK.
Soju is already huge in Korea, Japan, Greater
China, and Southern Asian countries, but is
gaining traction in USA and Europe; with global
Google search results more than doubling in 2022;
from 9.6M in January to 21.2M in January 2023.
17
* Google Search Trends 2022.In the UK alone, search volume jumped from 14.8K
in January 2021 to 27.1K in November 2022, which
leaves plenty of room for it to peak in 2023.
Jinro Soju experienced their largest growth to
date in 2020, at a time when the rest of the spirit
industry suffered a 6% decline in sales. Today,
it’s the bestselling spirit in the world by volume –
selling 94 million 9L cases per year.
“It’s a social thing”
Traditionally enjoyed as a shot at the dining
table - its increasing popularity has led to the
creation of Soju being included in a variety of
different supporting beverages. It’s already being
infused with fruit flavourings into cocktails, soda,
beer, yogurt and lattes. But, we’re expecting to
see a wider Soju representation across the drinks
experience this year.
18Sustainable
Tequila has seen a huge growth in the US over the
last 15 years, especially in the high-end premium
sector, and this is set to become the biggest
selling spirit in the US in 2023. But, the drinks
industry is expecting the “Tequila Boom” to travel
across the Atlantic and brands are now investing
in their premium lines in the UK.
Tequila
Spurred on by celebrity endorsements and
bartenders, UK interest & demand for premium
tequila has grown steadily over the last five years,
but by 21% in the last 12 months alone.
We’re expecting this demand to grow even further
in 2023, moving it away from the ‘wild party
novelty’ shots and towards a more considered
and sippable product.
100% ‘de agave’ Tequila brands can only
use blue agave in their flavouring process.
However, the long-term sustainability of the blue
agave is a major issue to those in the tequila
community; caused in large part by a volatile
market with boom-and-bust cycles
of consumer demand.
19Patron has been recognised as an industry
leader in waste reduction and environmental
consciousness; Mijenta Tequila has
embodied sustainability at every stage of its
production; and Flecha Azul, grows peanuts
between their agave plants to infuse the soil Over the last two years, Gen X consumers’ years, overtaking consumption in Mexico itself.
with an extra dose of nutrients. preference to shop sustainable brands increased Michael Gardner, global business leader for Del
by nearly 25% and their willingness to pay more Maguey, a Mezcal brand, reports that the UK is
Kendall Jenner’s award-winning 818 tequila for sustainable products increased by 42%. one of the five best markets for the brand, along
brand announced a partnership with nonprofit with the US, Greece, France, and Australia.
organisation S.A.C.R.E.D. to support Mexican Apart from more sustainable tequila brands and
communities and sustainability initiatives towards products, we also expect to see its main rival; Tequila or Mezcal?
the end of last year. Mezcal, gain market share in the UK. 20
We’ve already seen organic brands arise, and
Who’ll win this green race?
* Ad Net Zero Report 2020
* Kantar FMCG Consumer Insights 2021 imports to the US surging 50% over the last few
* Google Search Trends 2022.Ingredients:
60g corn kernels
Hot ‘n’ Zesty
4-5 tbsp veg oil
Zest of 1 lime
1 tsp chipotle chilli flakes
Popcorn
½ tsp ground coriander
½ tsp coriander seeds
½ tsp salt
½ tsp pepper
Recipe Serves 2 / 4
Classic flavours that pair well with tequila are citrus (lime and coriander) and chilli.
If we’re beginning to enjoy it as a sipping drink, having a ‘bar snack’ with it that
extenuates its flavours - just like we have strawberries with champagne, or nuts with
whisky, wine with cheese - will make the experience more luxurious and encourage people
to savour it. There is also a very strong cultural link between maize and tequila.
In a medium saucepan heat the more than 3 seconds apart most of the
vegetable oil on a medium high heat. popped corn will be ready. You don’t
want to leave it on the heat for much
Add the corn kernels and quickly mix with longer as you will risk burning them.
a spoon to ensure all pieces are coated
in oil then put the lid on. Quickly transfer the popped corn into the
bowl, then sprinkle your spices on top
Meanwhile into a bowl zest the lime and and mix well.
add all the spices, salt and pepper and
mix. Serve with a sprinkle more chipotle on
top for more spice if you want.
The kernels will be popping vigorously
at this point, when the pops start being
Recipe Credit: Eden Owen-JonesChat to us about how you can start incorporating
these trends into your content messaging:
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