As the UK emerges from Dry January next week, Pinter head brewer Andrew Potter explored the drinks trends he predicted would dominate the alcohol space this year.
No and low
Entering the mainstream in a ‘big way’ last year, no and low alcohol drinks show no signs of slowing down in 2022, as an increasing number seek the flavours of alcohol while still staying sober.
“Notably in 2022, low ABV and non-alcoholic options made drastic advancements in their flavour and likeness to the real deal, with brands like Lucky Saint and Clean Co gaining significant traction - ‘non-alcoholic beers’ alone has a 49% increase in Google searches over the last 3 months,” said Potter.
“More mainstream brands will be trying to recreate these improvements in their own version of a low ABV beer and other typically alcoholic drinks.”
Collaboration between brands
Potter highlighted an already established practice of brewers collaborating with other brands to create new drinks products, combing expertise in flavours and brewing practices.
He pointed to Pinter’s own experience of working with ‘New Zealand inspired’ brewery Yeastie Boys last year as a great example of how brands can generate new interest from fans of their products.
“In the new year, we can expect to see more collaborations between beverage brands, even expanding into foods too, partnering up on different, more abstract flavours, like BrewDog and Candy Kittens 2022 beer collab on a Raspberry and Guava IPA,” Potter continued.
Flavoured beers
With alcoholic brands often having a strong flavour or an acquired taste, this trend focused on making beer more accessible. As potter explained, creating flavoured versions can help brands reach a wider audience by making it more mild and palatable.
“According to the alcohol e-commerce site Drizly, ‘ready-to-drink’ beverages within the spirits category gained +400% share year over year from 2019 to 2022 on the platform,” he said.
“This type of drink gaining such traction is likely what is pushing beer brands to try and keep up with the growing trend. Adding in flavours like peach, orange or grapefruit make beers easier to sip on for any occasion, for any audience.”
Inclusive beer culture
With beer culture often noted as having a bad reputation marred by rowdy behaviour and toxic masculinity, Potter celebrated the recent shift towards a more modernised and inclusive experience.
He said: “Beer marketing will continue to embrace diversity more and more in 2023, with big brands supporting initiatives like Pride – mirroring brands like Absolut and their charity work – or alternatively smaller businesses owned by marginalised groups will have their time in the spotlight, perhaps supported by bigger, dominating brands.”
The home brewing scene
In conjunction in the shift in perspective surrounding beer culture, more and more people haver started to greater appreciate and gain an interest in the ‘fundamentals of beer’, much like wine.
With brewery tours now as popular as wine or whiskey, consumers can become connoisseurs of such beverages, Potter suggested.
“This suggests that a boom of home brewing is on the horizon, as people get more interested in the behind-the-scenes of the industry,” he added. “This is supported by a rise in Google searches, with ‘home brew kit’ up 23% in the last three months alone.”