The Bar Journal

This exceptional year raises a compelling thought about the future direction of the hospitality sector at large and the drinks industry in particular: in this session, we identify a few interesting drink trends and possible predictions for the upcoming new year ahead

What’s next for consumers?

At the centre of this discussion and of any prediction, however, lays the behaviour of the real judges: consumers. Following the deep interest in health and wellness developed during long periods of social-distancing, people will certainly continue to opt for less sugary and caloric ingredients in their cocktails than ever before. Whereas low ABV drinks and good quality beverages will be the primary selections of mindful customers, the convenience of goods-packaging will also play a fundamental role in the drink industry. In fact, in addition to the ready-to-go formats particularly promoted in the past months’ thanks to the drink-at-home scenarios, more ethical choices will favour environmentally friendly brands: plant-based ingredients, recycled or biodegradable packaging material involve the future of drinks consumption. As a result, in order to construct successful initiatives in the beverage industry, we have to be mindful of contemporary issues and consider inclusivity and diversity in the ways we talk and drink in society: a growing number of educated consumers is eager to learn more about what they are drinking, and this could be a golden opportunity for bartenders to share their expertise!

Brands: new channels of distribution and communication?

Thanks to the many challenges faced in 2020, drink brands have learnt important lessons to renovate consuming and marketing methodologies. Apart from adjusting to the global circumstances which largely encouraged an off-trade market in this past year, important spirits firms have started useful collaborations or, in other cases, have absorbed smaller brands. In any way companies in this sector are likely to seriously reflect upon their strategy for the following year: a simple recommendation is to establish more credible channels of direct communication with consumers, while at the same time addressing their associates in bars, restaurants and any type of hospitality venue. Mixologists and bartenders will still be trusted as the very professionals in the industry who engage with both brands’ perceptions and the publics collapsing under the visual overload of advertisements.

In the midst of new global trends and local struggles, we must remember a few current challenges: whereas the expected rise of the Higher Federal Excise Tax (FET) rates in the US at the end of 2020 will cause higher prices for several crafted spirits, on the other side of the ocean also the long inconclusive talks between EU and UK do not seem to benefit the drinks market in any way. Brands will need to count on their own strength as much as on a network of positive innovators.

A new Era for Drinks

Considering the RTD and RTS trends overflowing the international markets, we must certainly emphasize how quickly the booze world is evolving: next to the impressive variety of strategic canned cocktails, we noticed a growing popularity of Hard Seltzer (basically sparkling flavoured water with a splash of any type of alcohol).

Across the dynamic history of spirits-based drinks, it is curious to see how in 2020 cocktails moved from a unique on-trade presence to a diversified off-trade and ready-to-drink offer which allows customers to enjoy their favourite mixology-type of tastes anywhere they want. In consequence, 2021 could also set aside a few similar options: should we expect Hard Seltzer to move the opposite way, from an off-trade based market to a more common availability large in bars and restaurants?

Despite the new range of flavours and propositions, RTDs still need a substantial improvement in quality: pre-made cocktails can be principally consumed alone or served by junior members of the staff in not-specialised venues, but in order to implement consistency in today’s offering they still require a fundamental mastery of the liquid quality.

Looking at the drinks selection growing into next year, a few tendencies reveal a preference for Tequila and Mezcal-based cocktails as well as a positive reevaluation of rums in comparison to the traditional whiskey culture. Although classic spirits will always occupy the spotlight of virtual menus in the drinking venues of our future, the tendency to order deliveries of spirits, wine and large-format bottled cocktails will definitely persist in 2021, signing a new solid era of e-commerce, online bars and masterclasses.

Regardless of all expectations and possible predictions for the future, we are determined to live the present festive moment by wishing each one of you a peaceful Christmas and a healthy new year!

Italspirits Brand Team…Salute!