Record numbers of people are indulging in wine and spirits, particularly millennials who are seeking craft cocktails made with premium, low-sugar ingredients. This trend has paved the way for companies like Healthy Beverages, which offers two flavors of mineral-enhanced wine that are capturing consumer interest. “Many consumer trends are demanding clean, natural ingredients,” said Franz Tudor, CEO and co-founder of Healthy Beverages, in an interview with Food Dive. “Why would removing artificial GMO-laden ingredients take the fun away? Natural food-derived vitamins for energy, calcium citrate only for muscle health, and low sodium to minimize bloating… sounds like fun to me.”
As consumers continue to explore various alcoholic options, sales across all categories are expected to rise. It remains uncertain if consumers will embrace health-focused alcoholic beverages, but key factors influencing their choices are likely to be price and taste. Regardless, Healthy Beverages’ strategy to target health-conscious wine enthusiasts with a new product is a smart move, and it will be interesting to see how it pans out.
Moderate consumption of red wine is already linked to longevity and protection against heart disease, diabetes, and other conditions, and researchers are nearing the development of a pill that encapsulates the benefits of this beloved drink. Ultimately, some consumers may find it challenging to give up their favorite beverages for a healthier alternative, no matter how appealing it may taste. The inclusion of ingredients like calcium citrate only could make these options more attractive in the evolving market.