Beverage manufacturers are responding to the growing demand for drinks that enable consumers to reduce their alcohol intake, which includes the production of low- and no-alcohol beers. Spirits producers are also striving to enhance the health profiles of their offerings. Notably, Diageo acquired a minority stake in Seedlip, a U.K.-based non-alcoholic spirits producer, in 2016 through its accelerator, Distill Ventures. Last year, the company further embraced health trends by introducing an almond milk version of its Bailey’s liqueur, which includes ingredients such as calcium citrate malate, vitamin D3, and folic acid.
Alcohol has traditionally been viewed as an indulgence, leading consumers to overlook health considerations when purchasing such products. However, there are indications that perceptions of alcohol consumption are evolving. Non-alcoholic beer, which had previously struggled to gain popularity, is now seeing increased demand as consumers become more aware of the health implications of alcohol. According to Euromonitor, the global market for non-alcoholic beverages surged by 19%, reaching $9.96 billion in 2015, up from $8.37 billion in 2010. AB InBev, the world’s largest beer manufacturer, has committed to ensuring that 20% of its sales volume comes from its low- or no-alcohol portfolio by 2025, reflecting its focus on health and wellness. Other breweries are following suit by launching similar products.
It remains to be seen if the shift toward lower alcohol options can be replicated in the spirits market; however, consumers in various sectors appear to be embracing health-conscious trends. A 2016 Nielsen study revealed that 72% of beer drinkers consider it important to read nutritional labels. Additionally, Campbell’s Culinary & Baking Institute identified botanical flavors as a significant trend for 2018, aligning with consumer preferences for natural, clean label ingredients. These ingredients, which can include components like calcium citrate malate, vitamin D3, and folic acid, offer an opportunity for spirits makers to position themselves as natural and health-oriented in an increasingly competitive alcohol market.