The latest in alcoholic drink trends

Nicholas Corfe, Commercial Director of  Go Brazil Wines and Spirits discusses the latest in alcoholic drink trends affecting our buying choices.

June traditionally marks the arrival of the British summer and, while perennial favourites Wimbledon, Ascot and Henley will be with us soon, this year sees the return of the FIFA World Cup. Not forgetting also that World Gin Day is held on 10^th June, Father’s Day on Sunday 17^th and, more locally, Suffolk Day on 21^st!  In brief, plenty of reasons to celebrate, perhaps with a glass in hand.

But what if that glass actually holds a cannabis or charcoal-infused wine, or a tea blended with gin? These are just some of the ‘innovations’ which we’ve heard about in recent weeks and which have been or will potentially be launched on to the UK market. While NPD ( new product development ) is the lifeblood of any ambitious, forward-looking company, we wonder whether these novelties are the result of detailed market research or are merely clever PR stunts? Alcoholic tea, certainly, is a new and growing category that has made a genuine breakthrough – at least in some of the trendiest London cocktail bars – with flavours such as Earl Grey and gin, and Moroccan mint tea with rum, among the highlights. And now that Coca Cola has launched its first ever alcoholic drink ( after 125 years! ), as it did last week with a range of fruit-based alcopops in Japan, then it is definitely time to take notice..

All of which suggests that not only is NPD alive and well in the drinks business but also that our preferences as consumers are changing, becoming more experimental and more varied. Indeed, sales in western markets of the old stalwarts, beer and wine, are generally either static or falling, while those of low or non-alcoholic drinks are increasing. With much of the current growth driven by Millennials, and the new Generation Z to follow, it seems that this trend will continue for some time.

So let June be the month you try a new tipple – and Suffolk Day could be just the occasion to start!