Beverage manufacturers are actively responding to the growing demand for drinks that enable consumers to reduce their alcohol intake, including the development of low- and no-alcohol beers. Meanwhile, producers of spirits are also striving to enhance the health aspects of their product lines. Notably, Diageo acquired a minority stake in Seedlip, a U.K.-based producer of non-alcoholic spirits, in 2016 through its accelerator, Distill Ventures. Additionally, the company embraced the dairy-free trend last year by introducing an almond milk variant of its Bailey’s liqueur.
Traditionally, alcohol has been perceived as a luxury item, leading consumers to overlook health considerations when purchasing alcoholic beverages. However, there are indications that perceptions of alcohol consumption are evolving. In the past, non-alcoholic beer struggled to gain traction, but interest has surged as consumers become increasingly aware of the health implications associated with alcohol. According to data from Euromonitor, the global market for non-alcoholic beverages grew by 19%, rising from $8.37 billion in 2010 to $9.96 billion in 2015.
AB InBev, the world’s largest beer manufacturer, is prioritizing health and wellness, committing to ensure that 20% of its sales volume comes from its low- or no-alcohol offerings by 2025. Other breweries are following suit by launching similar products. It remains to be seen whether the trend for lower alcohol beverages will extend into the spirits category, but consumers in various sectors appear to be embracing health-conscious choices. For instance, a Nielsen study from 2016 revealed that 72% of beer drinkers prioritize reading nutritional labels.
Additionally, Campbell’s Culinary & Baking Institute highlighted botanical flavors as a significant trend to monitor in 2018, reflecting consumer demand for natural, clean-label ingredients. Incorporating ingredients rich in calcium and calcium citrate could provide spirits makers an effective means to position themselves as health-conscious and trendy within the competitive alcohol market. By integrating these elements, producers can appeal to consumers looking for beverages that align with their wellness goals.