The aimless and auto-pilot drinking behaviours that have shaped the past few decades are quickly becoming a thing of the past. The future of drinking will be intentional, aspirational and values-led, which opens up a host of opportunities for brands able to see beyond functional product attributes and create more meaningful experiences. We look at five strategies helping drinks brands navigate the future through genuine conviction, compelling storytelling and real cultural relevance
Social Spaces
Traditional nightlife spaces are in decline as consumers look for experiences that are not defined by drinking. In addition to craft cafés and supper clubs, we’re seeing a rise in literary events like the Soho Reading Series, as well as run clubs sponsored by brands like Mikkeller. What kind of community spaces, where drinkers and non-drinkers can co-exist, would your brand best fit into? What gives you permission to show up in these spaces and what activities are you most aligned with?
Image: Soho Reading Series
Niche Novelty
From limited edition drinks in Starbucks and McDonalds, to niche bubble tea and matcha variations, non-alcoholic beverages are booming, fuelled by social media and scarcity. Spirits are getting in on the act too, including Empirical Spirits’ launch of Doritos Nacho Cheese spirit – a savoury umami spirit with a cheesy tang. How can your brand create the same surprise and delight? What collaborators or brands can you credibly work with?
Image: Empirical Spirits x Doritos
Premium Sips
Less but better continues to dominate drinking strategies with brands finding new ways to deliver smaller measures and lower ABVs in increasingly premium ways. At home, we’re enjoying mini cocktail cans like Moth, Buzzballz or Whitebox, as well as Future Chateau’s mid-strength wines. Out and about, restaurants like Shoreditch’s Legado are now serving three-sip cocktails for the experience without the excess. How can your brand bring imagination to moderation, offering more than an all or nothing choice?
Image: Future Château Blush Rosé
Delicious Discovery
As familiar spirits reach saturation point, adventurous consumers are looking beyond borders for new and exciting drinking experiences. Japanese shochu and Mexican sotol are spirits on the rise, while the Cynar Spritz is promising that artichokes are the new Aperol. These intriguing recipes deliver an authenticity that has been all but lost by the giants of big alcohol. Can your brand take inspiration from unexpected destinations or ingredients to discover new rituals or serves?
Image: Acrónimo Spirits, Sotol Blanco
Making Magic
As consumers seek to escape the realities and mundanities of the modern world, high immersion experiences are on the rise, combining AI and augmented reality to create curated journeys where drinks become magical and memorable moments of theatre. Examples include Diageo’s Johnnie Walker Whisky Experience where product tastings are accompanied by five star dining, interactive projections and live performances. Does your brand have the depth to inspire all the senses? What stories could you confidently tell to create real magic for your consumer?
Image: Hendrick’s Gin Anotherland Immersive Experience
As drinking evolves from session-able standard serves to multidimensional moments of experience, there is a wealth of opportunity for brands with an authentic point of view on, and role to play in, culture. Standing for something deeper than the liquid is no longer a nice to have, it’s your route to relevance in a dynamic category. So what’s your brand’s claim on culture, and what gives you permission to play there? If you’d like to discuss this more, get in touch.
