Why 2020 will change Drinking Experiences forever!

Dec 4, 2019

[kolibri drinks]

 

 

The demand for healthy options in the hospitality industry has never been higher.

61% of the British adult population consider themselves as proactively trying to maintain a healthy lifestyle.

CGA study, 2019

So it comes as no surprise the dining industry continues to adapt to accommodate the ever-changing choices of consumers. 

I’ve long been an advocate for customisation when it comes to all levels of hospitality; from discussing the newest innovations in high-street customisation to founding Kolibri, a world's fisrt Bespoke. non-alcoholic drink. For me, customisation means providing an option that suits every customer. Whether that person is coeliac, looking to cut calories, trying to consume less sugar or looking for food and drinks with 100% natural ingredients, there should be an option for them.

The industry has certainly come a long way towards making this possible, and more and more I’m seeing a range of health-focused dietary options pop up on menus and in supermarkets. It feels like brands are finally starting to understand that consumers are no longer listening to what they should want to eat and drink, instead, they are making up their own minds and telling brands they want products to be healthier with plenty of choices at their disposal.

This presents an opportunity for brands to show willingness and give the consumer what they want. But instead of saturating the mass market with comparable products, they need to focus on presenting more unique offerings - one with strong USPs that can tap into the smaller, but fiercely loyal consumer groups.

The drinks market has been especially strong at doing this, particularly when it comes to adapting to teetotalism and people looking to cut down on drinking. One major catalyst for this is the fact that more and more people are taking up challenges like Dry January and Sober October, showing a fierce interest in reducing or ditching the booze. In fact,

19% of Britons participated in Dry January in 2019.

CGA , 2019

As well, a recent Beverage Daily article reveals that “consumer interest in low alcohol beverages is on the rise: increasing more than 80% in the last two years.” Even saying that “low alcohol conversations are consistent month-over-month: implying that interest in low alcohol products is not limited to initiatives such as Dry January.” So, with a more health-conscious zeitgeist combined with more people showing an interest in cutting back on the bottle, it’s no surprise that the low and no drinks market is growing and diversifying.

The rewards for drinks brands who are branching out to offer low and no are certainly there for the taking.

In 2019, £43m was spent on no/low alcohol beers, an increase of 28%. Wine is a sizeable category within no/low alcohol drinks and has sold just under £40m, or 6.1m 75cl bottles in the latest year.

Nielsen, 2018

According to The Standard, “the Wine and Spirit Trade Association said the low-alcohol wine and beer market had increased “ten times since 2009 and the wider and non-alcoholic spirit alternatives are following suit”.

Sales of non-alcoholic spirits were up 50% year on year and Waitrose said sales of its low-alcohol products were “exceeding expectations.

Selfridges, 2019

So, with the market not only present but increasing year on year, I can only see the performance of low and no options continuing to grow over the remainder of 2019 and onwards. As consumers continue to demand change and new market trends emerge, it’s important that we, as brands, are reactive in offering the most fitting product solutions. 

I don’t see the health trend as short-term, flash-in-the-pan phase and can only imagine it’s going to continue to grow as consumer mindsets change. From proactively cutting down on sugar to cutting out the booze, healthy living is gradually becoming the norm. Listening to consumers and offering an original product that fulfils their needs is paramount in ensuring your brand is moving in the right (and an upwards!) direction.

More on this topic:

2020 - Customer Experience to overtake Price and Product.

Keeping Up With Change: How Restaurant Owners Can Give Customers What They Want

About the author:

Kamila is a bestselling author of  “Bespoke. How to radically grow your bar and restaurant business through personalisation”, and passionate trend-spotter for the UK Eating Out market with thousands of followers on her widely popular blog www.Bespoke.World

With a decade of hands-on experience collaborating with hospitality influencers and insight experts and background in setting strategies for leading brands, Kamila has become the industry champion for truly bespoke and guest-centric experiences.

SHARE

CBD Drinks - Quality matters!

With a new CBD drink in the market every minute, it is becoming increasingly difficult to understand what differentiates one from the other. Here are a few things to keep in mind when looking for good quality CBD products.

Read More

Why 2020 will change Drinking Experiences forever!

I take a look at the continuing rise of the customer experience and how this is having an impact on the importance of product prices in 2020 and beyond.

Read More

Could alcohol-free bars be the answer to the UK’s rise in sobriety?

With alcohol-licensed venues closing due to plummeting drinking rates, could alcohol-free bars and nightclubs be the answer to the UK’s rising teetotalism?

Read More

The top sugar-consuming nations and what they are doing to cut back

We look at three of the top sugar-loving countries in the world and what they are doing do cut back on their nation’s excessively high sugar intake.

Read More

The best natural alternatives to sugar

If you are looking for a natural alternative to the white stuff but don’t know where to start, I’m here to discuss some of the best options.

Read More

How the call for less sugar is affecting weddings

As the call for a cut on sugar reaches wedding celebrations, I uncover the alternatives that are growing in popularity.

Read More

How brands approached Dry January in 2019

In this article I look at how brands have approached Dry January 2019, from soft drink brands to supermarkets and everything in between.

Read More

Why do social situations usually have to mean drinking?

Not all social situations have to involve alcohol. In this article I discuss the benefits a booze-free night can have on your lifestyle.

Read More

Looking at the history of Dry January

In this article, I look into how Dry January came to be, why you should take part in it in 2019 and the celebs who are already singing its praises.

Read More

Hangover-free drinks: A myth or reality?

Could hangover-free alcoholic drinks soon be a reality? Or are we better off sticking to non-alcoholic options to avoid a headache in the morning?

Read More

Authenticity and the changing face of luxury

As brands strive to meet the increasing demands of consumers, an emphasis on authenticity and personal experiences is changing the meaning of luxury.

Read More

Sugar-free guide to London

Dining out when following a sugar-free or low-sugar diet can be challenging. We’ve created a sugar-free guide to London with top tips on dining out healthily.

Read More

Looking at the sugar in Christmas drinks 2018

This year I wanted to take another look at the shocking truth about sugar-laden Christmas drinks and explore whether coffee shops have tried to make a change.

Read More

The future of sobriety: Alcohol-free clubs, societies and festivals

Are alcohol-free festivals like Mindful Drinking Festival, events that bring together likeminded people to celebrate not drinking, the future of sobriety?

Read More

Is Pepsi buying SodaStream a clear sign that people want more customisation?

Does PepsiCo’s recent purchase of SodaStream show that even the biggest brands in the soft drinks market are hearing the call for customisation?

Read More

The rising popularity of non-alcoholic beers

As people shift away from drinking, beer companies have been quick to start developing their own non-alcoholic brews in order to keep up with new demands.

Read More

A look at Sober October

With ‘dry’ months in the aid of charity becoming more popular, we take a look into Sober October, its history and how someone can take part.

Read More

The truth about sugar: Should we be doing more to give it up?

It’s excellent that consumers are wising up to the potentially harmful effects of sugar. But should we be doing more to give it up?

Read More

How to start catering for people who aren’t drinking

With so many people turning to sobriety, it can be hard for restaurateurs to know where to start when catering for those who aren’t drinking alcohol.

Read More

Kamila Sitwell - Kolibri co-founder is featured by Mintel

Mintel reports how Kamila Sitwell used market intelligence and her passion for the hospitality industry to create Kolibri Drinks.

Read More

Generation sober: why are millennials cutting back on alcohol?

With drinking rates among British adults at their lowest in 18 years, why aren’t millennials drinking alcohol like the generations before them?

Read More

Mintel features Kolibri in its trend setters report

Kolibri Drinks is featured in the Mintel Trend setters report and describes how Kolibri has removed all the sugar from its botanical drinks using a new bottle format that allows consumers to control how sweet their drink is.

Read More

How should the bar industry entice customers away from the sofa?

Although millennials are not as interested in staying home as older people, traditional pubs and bars should be concerned. Younger consumers are drinking less alcohol and seeking out fresh and exciting experiences.

Read More

Other countries taking up the mantle of the sugar tax

Since the Soft Drinks Industry Levy was introduced in the UK in April 2018, other countries have started taking up the mantle of the sugar tax.

Read More

Drinking as a supertaster

Do you despise coriander due to its soapy taste? Or find IPAs overwhelmingly bitter? You might be a supertaster.

Read More

Are adult milkshakes a push back against the clean eating trend?

Replica American diners are popping up all over the UK and with this trend comes a barrage of sugar-laden milkshakes. Topped with Oreos, sweets and even doughnuts, milkshakes are having their moment in the spotlight.

Read More

In customisation we trust

Restaurant food is constantly evolving, from new cooking techniques, indulging fad diets and special superfood ingredients given prominence in menus.

Read More

Should we be scared of artificial sweeteners?

Artificial sweeteners are making the headlines again, and not for the right reasons. There are millions of consumers worldwide who happily drink diet fizzy drinks which seem virtuous because they replace sugar but in reality maybe the artificial additives are not as helpful as we imagine.

Read More

Soft drinks sugar solutions post sugar tax

The sugar tax has been hotly debated since it was first mentioned back in 2016 but now, two years on, it has come into action and divided not only the nation, but the entirety of the soft drink industry. While many people are throwing accusations of Nanny State, others are likening it to the taxation of the Tobacco industry.

Read More

Cheers to choice and abstaining in style!

Kamila Sitwell launches Kolibri Drinks, the world's first bespoke bottled drink!

Read More