Beverage Marketing Industry Trends for 2023

Trends are what manage the ebb and flow of every industry. This constant shift keeps consumers interested and excited about upcoming launches from companies and can boost sales numbers.

In a post-pandemic world, consumer profiles are changing and new trends continue to appear. The beverage industry is ever-evolving and, with this, comes companies constantly looking to diversify themselves. They do this by innovating new products to encourage market growth – a lot of which pioneer new trends. 

In this blog, we will explore the beverage marketing industry trends forecast for the coming year and what consumers can expect to get a taste of.

Beverage industry overview

Before we delve into the beverage trends forecast, let’s take a look at the insights and analytics that have determined this year’s trends.

On-the-go lifestyles

More and more consumers have become increasingly mobile, as workplaces have offered more flexible schedules, including working from home and hybrid opportunities. These adjustments mean that fast food and fine dining establishments are likely to see an increase in sales. 

On-the-go food and beverage products are also becoming increasingly popular, with pre-packaged snacks and portable protein shakes now accommodating more flexible lifestyles.

Direct-to-consumer

As a result of the pandemic, direct-to-customer (DTC) has become one of the leading methods for selling products. For brands, selling online is now the way to go. To know how to do this exactly, look into materials that teach you how to run a wholesale business, to get started. 

Increased digitisation 

Following on from the previous point, companies who move to the online space have seen an increase in digital strategy innovation. 

Including digital offerings within the beverage industry is a sure way to speed up growth. Going digital can also aid the backend of operations with inventory management and provides a quicker ordering process by putting QR codes on menus in restaurants. 

Online ordering systems

The modern day consumer is ordering for pick up or delivery at least once a week. Companies within the food and beverage industry must ensure they are catering to this by having online ordering systems that are functional and easy to use. 

We have seen an increase in subscription boxes as a result of this; from coffee to spirits. 

Beverage marketing industry trends

Hard seltzers

Hard seltzers have taken the beverage industry by storm by adding a low-calorie convenient option to the mix. They are essentially an alcoholic, flavoured sparkling water and are perfect for taking out. This is what contributes to their popularity. The increased demand for ready-to-drink (RTD) beverages has propelled the growth of these hard seltzers. Any beverage brand looking to succeed in 2023 will want to scale up their RTD offerings.

 

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A post shared by White Claw Hard Seltzer (@whiteclaw)

Premium alcoholic beverages

Thanks to Gen Z, we live in an age where premium everything is the goal. And premium drinks are no exception. It seems consumers are gravitating towards the premium side of the drinks industry in a bid to cut out cheap and unnecessary additives. Not only this, but they seek the feeling of luxury. 

To back this, Bacardi’s 2021 Global Brand Ambassador survey revealed that 50% of bartenders reported that their customers are opting for premium drinks, while vodka brand Diago has seen a 21% increase in sales after expanding their high-end range of spirits. 

But why are consumers veering towards this end of the industry?

Appreciation for production and origin plays a huge part. Consumers want more knowledge about the products they are buying, making them more willing to splash out on higher quality products; both at home and out and about. 

 

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A post shared by Au Vodka (@auvodka)

No and low ABV drinks

Regarding beverage marketing industry trends, this one is among the most significant. The trend for mindful alcohol consumption will only continue to grow in 2023, pushing consumers towards low and no alcohol options. 

Pioneered by Millennials and maintained by Gen Z, gone are the days of disappointed sighs when someone announces they aren’t drinking. Health is one of the main factors driving this trend, with a quality improvement for low/no alcoholic beverages following closely behind. 

Successful beverage companies today are those who offer a range of low/no alcohol options, proving that they are considerate of all drinkers. 

 

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A post shared by Seedlip Drinks (@seedlipdrinks)

Spritz cocktails

What started out as the Aperol Spritz trend has now evolved into spritzes of all natures; from wine to gin. Aperol Spritz was marketed as the perfect summer drink. Something refreshing to relax outside with. But why has the Spritz now resonated with consumers all year round?

Because of the mindset shift towards ‘lighter’ and ‘healthier’ drinks. Younger consumers are looking for drinks that can be considered as more natural and the Spritz fits this perfectly. 

Flavoured spirits

Not only has there been a surge in high-end spirits, but consumers are also looking for those that have a unique taste. Because of this, it’s clear that the sensory experience of drinking has become a priority (such as drinking an Aperol Spritz in the sunshine). 

Flavoured vodka sales in particular have increased by 33% since 2019. Not only this but flavoured gins now account for 40% of the entire market and it is expected that this upward trajectory will only continue as more flavours will be revealed in 2023. 

As far as beverage marketing industry trends go, we think this is definitely the most profitable. 

 

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A post shared by Whitley Neill Gin (@whitleyneillgin)

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