2024 Beverage Alcohol Predictions
still struggling , Brager noted in a session at the Access LIVE event in January that white varietals are doing better than reds . “ Prosecco growth remains healthy , and the growth in port ( driven by a TikTok trend ) is moderating ,” he said . “ Table wines at the $ 11 to $ 25 tier are performing the best . Luxury wines continue their premiumization slide , though SipSource projects that to moderate later in 2024 .”
Southern Glazer ’ s notes some particular wines they think will be popular this year :
Orange Wines . Known for their unique color and aromatic profiles , orange wines will continue to grow in popularity , fed by an ongoing interest in natural and organic wines .
Fortified Wines . Expect to see fortified wines , such as port and sherry , gain prominence in cocktails and beverage menus this year .
Sauvignon Blanc . Sauvignon Blanc maintains its popularity across the board . A balanced food-friendly white wine with a lighter body , it has enough complexity for wine lovers while also appealing to the palate of younger wine drinkers .
Premium Sparkling Reds . Fully sparkling or frizzante red wines will gain prominence , offering a unique twist on traditional sparkling wine .
Hybrid Varietals . Crossbred grape varietals offering new flavor profiles will potentially gain traction , pushing the boundaries of traditional winemaking .
No- and Low-Alcohol Beverages Take the Spotlight
The better-for-you beverage segment has exploded in recent years , with a Nielsen IQ report showing double-digit growth for the no-alcohol category between 2020 and 2022 . In addition , CivicScience data has shown that interest in a sober lifestyle has grown , citing that nearly one-in-three adults who
drink might change their habits due to research about the effects of alcohol .
“ Lower- and no-alcohol products are continuing to gain popularity with consumers , and brewers are meeting much of the demand ,” says Justin Kissinger , head of the Worldwide Brewing Alliance . “ The category grew by more than 7 % in volume across 10 key global markets in 2022 and this trend is expected to continue . Most of this growth ( 70 %) will come from beer and cider , which make up 75 % of the lower- and no-alcohol category . Meanwhile , in the EU , this rises to 97 % of the market .”
Brands such as Ritual Zero Proof , Wilderton and Sommarøy are turning heads as more consumers realize how tasty no- and low-alcohol beverages can be . Ritual Zero Proof even began rolling out in 400 Walmart stores nationwide in October 2023 , as stated in SevenFiftyDaily .
And there seems to be no sign of this segment slowing down . “ At an individual level , social trends like Dry January give people the chance to try new products and approaches to see what works for them and what they enjoy ,” Kissinger says . “ These products open up commercial opportunities because they can help extend occasions , particularly in the on-premise , by allowing consumers to remain in beer occasions while moderating their consumption of alcohol .”
As 2024 continues to take shape , more trends and pallet changes will pave the way for the future of the beverage alcohol industry . The biggest takeaway we received from experts is this : be innovative . Constantly try new flavors , looks and recipes in order to stand out on the shelf . • www . beveragewholesaler . com Spring 2024 • Bevearge Wholesaler 7