Low alcohol, brand collaborations, and flavored beers were just some of the key alcohol trends to watch in 2023, according to homebrewing firm Pinter.
As the UK emerges from a dry January next week, Pinter’s head brewer Andrew Potter has been exploring the beverage trends he predicts will dominate the alcohol sector this year.
Low alcohol content
Soft drinks and low-alcohol beverages, which entered the mainstream last year, show no signs of slowing down in 2022 as more and more people seek the taste of alcohol while staying sober.
“Notably, low-alcohol and non-alcoholic beverage options have dramatically improved their taste and similarity to the real thing in 2022, with brands such as Lucky Saint and Clean Co gaining significant traction – ‘non-alcoholic beer’ alone has seen a 49% increase. Google searches in the last 3 months,” said Potter.
“More popular brands will be looking to replicate these improvements in their own version of low-alcohol beer and other alcoholic beverages.”
Collaboration between brands
Potter emphasized the already established practice of brewers collaborating with other brands to create new beverages, combining expertise in flavors and brewing methods.
He pointed to Pinter’s own experience with the “New Zealand” brewery Yeastie Boys last year as a great example of how brands can generate new interest among fans of their products.
“In the new year, we can expect to see more collaborations between beverage brands, even expanding into food, with different, more abstract flavors, like BrewDog Beer and Candy Kittens 2022’s collaboration on a raspberry and guava IPA,” Potter said. To be continued.
Flavored beer
As alcohol brands often have a strong or acquired flavor, this trend has focused on making beer more accessible. As Potter explained, creating flavored versions can help brands reach a wider audience by making it milder and more palatable.
“According to alcohol e-commerce site Drizly, ‘ready-to-drink’ drinks in the spirits category on the platform grew by +400% year-on-year from 2019 to 2022,” he said.
“This type of beverage gaining such popularity is likely to encourage beer brands to try to keep up with the growing trend. Adding flavors such as peach, orange or grapefruit makes beer easier to enjoy for any occasion and for any audience.”
Inclusive beer culture
With beer culture often having a bad reputation, tainted by scandalous behavior and toxic masculinity, Potter noted a recent shift toward a more modernized and inclusive experience.
He said: “In 2023, beer marketing will continue to increasingly embrace diversity, with big brands supporting initiatives like Pride – mirroring brands like Absolut and their charitable work – or smaller businesses owned by marginalized groups having their time in the spotlight, perhaps with the support of larger, dominant brands.”
Home brewing
Coupled with the changing perceptions of beer culture, more and more people have begun to appreciate and take an interest in the “basics of beer”, just like wine.
Since brewery tours are now as popular as wine or whiskey, consumers may become connoisseurs of such beverages, Potter suggested.
“This suggests that a homebrewing boom is on the horizon, as people are becoming more interested in the behind-the-scenes of the industry,” he added. “This is supported by the rise in Google searches, with a 23% increase in ‘home brewing kit’ searches in the last three months alone.”