Page 45 - Beverage MasterAprMay 2021

Craft Beverage News

peutic effects along with the euphoria it provides,” For example, tiki bars are replaced with nautical or
Grant View Research indicated, people consider tropical themes; an introduction to popular new
CBD products differently. tequila includes cultural history from someone in
the Latinx community; and a closer examination
“Lack of psychoactive effect in the CBD drinks is of whether the producers’ table includes people
widening its scope for usage of the drinks in med- of color and women, especially when it involves
ical purposes. Many consumers are considering other rising spirit trends such as sake, soju, South
CBD drinks as a wellness and anti-inflammatory American spirits and Japanese whiskey.
products, such as kombucha, a probiotic drink. This
drink can potentially be used for treating chronic Value and Safety Still Prevail
pain, anxiety, substance use disorders and central While this really isn’t a surprise, it’s simply a
nervous system diseases. These factors are expect- reminder that we can’t move into what was once
ed to boost the adoption of the product, resulting normal just yet.
in the growth of the segment,” the report outlined.
“Economic uncertainty created demand for
Health is Front and Center value, which we anticipate will be evident through
increased sales in multi-use and multi-pack prod-
“Since the onset of the pandemic, improving phys- ucts and private label innovation,” McHugh said.
ical and mental health has become a top priority “Safety is something we always think about in the
for consumers,” McHugh said. Imbibe’s trendspot- industry in the sense that we don’t want to sell a
ting indicated a sharp uptick in non-alcoholic well- product that could be dangerous to the consumer,
ness beverages and other forms of “permissible but concern about safety has been heightened by
indulgence.” While this doesn’t seem to align with the pandemic. Consumers are purchasing groceries
alcohol initially, it presents opportunities to consid- online now more than ever, paying closer attention
er communications and branding that acknowledge to product packaging and checking what safety
aspects of a healthy lifestyle. precautions food service establishments are taking
before eating out or ordering in.”
Spirit-forward classics, which celebrated resur-
gence in 2020, aren’t slowing down in the new year
and might provide another way to acknowledge the
balance of responsible consumption that focuses
on taste and experience.

Combating stress with beverages, otherwise
known as mood boosters, that allow for clarity,
relaxation and sleep is another trend for 2021, simi-
larly to non-traditional offerings.

There’s a Greater Awareness of Ethical
Practices and Cultural Appropriation

In addition to a greater interest in immunity and
mood-boosting beverages, McHugh said there’s an
increased demand for global products and flavors
— with a caveat.

While culinary tourism is at a high, panelists at Bar
Convent Brooklyn last fall stressed that consumers
would continue to share dollars and social media
influence with businesses that are more progres-
sive when addressing workplace inequalities, sex-
ism, racism and other societal concerns. They want
inclusion and diversity, but from the originators.

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