As we look into our beverage crystal ball, there are some interesting beverage trends on the horizon. All these trends are pointing toward the transition of the newest generations, calling the shots on what they see as value in the beverage world. Before we jump into the beverage trends, we must first understand the generations responsible for these changes.

Millennials: Anyone born between 1981 and 1996 – this generation grew up with dial-up Internet, cassette players, and WITHOUT cell phones – the sorcery!

Gen Z: Anyone born between 1997 and 2010 – this generation is growing up with technology at their fingertips, creating unlimited access to all their wants and needs!

Millennials vs Gen Z snapshot.

Now that we’re aware of the generations responsible for these beverage trends to come, let’s dive into some of the most pressing movements!

Drinking in Moderation: As we progress from Baby Boomers to Gen X and even Millennials to Gen Z – a constant theme in each generation is consuming less alcohol than its predecessor.

What does this mean for beverage? This means we’ve seen an emergence of low-proof or “sessionable” cocktails, as we’d like to call them. Bartenders are even serving mocktails which have all the great flavors of a cocktail, without the booze!

CBD is Safe*: Alcohol may be on the decline with these new consumers, but CBD is not. Just the opposite, CBD or Cannabidiol, is on the rise and projected to be a $22 billion market by 2022.

What does this mean for beverage? CBD is everywhere in the industry – coffee shops, cannabis-infused beer, CBD mocktails – you name it, and it’s out there!

***Disclaimer: The information outlined above regarding CBD is intended to convey general material and is to be used for informational purposes only. Before adding CBD to any beverage program, please consult with an attorney.

CBD mocktail.

Eco-Friendly and Authentic Brands: Millennials and Gen Z are hyperaware of the environment around them and expect the brands they drink to be cognizant of this as well. We’ve seen the rising popularity of reusable straws or using no straws at all that has dominated the hospitality and beverage industry to combat plastic pollution!

What does this mean for beverage? Take every necessary route to instill sustainable practices in your packaging, invest in philanthropic tie-ins, and let your consumers know!

ABSOLUT Vodka is produced in a no-waste facility with a CO2-neutral distillation process to prevent emissions and all bottles are made from 40% recycled glass.

Fresh and Low-Cal: Buzz words like “fresh”, “hand crafted”, and “low-cal” are popping up on beverage menus everywhere. Consumers are seeking the same characteristics in beverage as they first sought after in foods.

What does this mean for beverage? Spiked sparkling seltzers, flavored sparkling water, and fresh-squeezed juices are emerging and taking share with them!

Globalization: The newer generations are curious of new, exotic flavors in their beverage choices more, than ever before. This is in part due to the fact that social media and the internet has fueled the spread of information that allows individuals to learn more about other cultures, trends, and techniques from around the world, which leads to the curiosity of experiencing these new things.

Take a chance on the menu by adding a dragon fruit margarita or a gooseberry martini – chances are you will be happy you did!

Dragon Fruit Cocktail.

With the above mentioned trends in mind, some of the Fall flavor trends that we can expect to see in late 2019, according to Technomic and our PHCP Mixologists, include:

Moving into the second half of the year, consider how these trends can best fit your program by reaching out to our team for a consultation on what your beverage strategy could look like! Drop us a line at hello@phcp.com!

Author: admin
Created: 2019/07/15
Updated: 2019/09/12
Category: Behind the Bar

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