Have you spotted these drink trends yet?

Treat time

After being stuck at home for large parts of the past 18 months, many customers have been keen to treat themselves. Seventy-six per cent of consumers are paying more for food and drink that is difficult to make at home and this increases to 78% in 16-34 year-olds.

Take this ‘go premium’ trend and think how you can make the most of it across your drink categories. For soft drinks, have you got some special juices or carbonated options such as Sanpellegrino? In your beer lines, make sure you have at least one ‘premium’ beer. Fizz and cocktails should definitely be part of the mix. Showcase your best offers by getting bar staff to recommend them.

Low and no-sugar

It appears that the pandemic has made us think twice about our health. Adam Russell, Director of Leisure & Licensed at Britvic, says: “Sugar is a key consideration for shoppers, with 33% trying to reduce sugar in their diet*.”

Senior Shopper Marketing Manager, Sharon Moore at Danone, agrees: “Health is firmly on the agenda for many customers, with 92% prioritising health when choosing soft drinks**.”

Even though customers often like to treat themselves when drinking outside the house, it’s worth examining your drinks offering to give customers the choice. All the big brands are reducing sugar content and introducing no/low options: from Tango Sugar Free and Pepsi MAX, to Tropicana Lean and Volvic Touch of Fruit. If you stock low or no sugar drinks, let customers know they’re available.

Sassy sherry

For many, a glass of sherry conjures up memories of grandparents at Christmas or great aunt Maud enjoying an evening tipple. In countries like Spain, sherry is seen very differently. There, they celebrate the different varieties and often pair them with food dishes in the same way as wine. And sherry’s reputation appears to be on the up in the UK too.

During lockdown last year, market research company Nielsen reported that sales of the fortified wine grew by more than 20%, and in 2020 overall, sweet variations were up 24% and dry 20%. And this expansion looks to be continuing into this year with the UK becoming one of the top global markets for sherry, according to the sherry regulatory councils.

Moving into on-trade

How can you capitalise on this trend in your venue? Follow the lead of the Spanish with their food pairings. Sherry is fantastic with tapas, so why not suggest matches? There is a famous saying in the drinks world to help you know which sherry goes with what food: ‘if it swims, fino or manzanilla; if it flies, amontillado; if it runs, oloroso’! Save cream sherry and Pedro Ximénez for sweet courses.

The Guardian also reports that: “dry styles of sherry are in vogue as a base for cocktails”. Try this Jack Daniel’s-based cocktail to introduce sherry to customers.

*IGD ShopperVista Health, Nutrition and Ethics Monthly Shopper Update, March 2020.

**The Grocer: The Trickle Down Effect – Bottled Water Category Report 2021