As 2021 gains momentum from the burning flames of 2020, the team at BTI wanted to gather and share some trend predictions for the coming year (not included in said predictions: whatever horrific event is unfolding in the photo above).
In spirits:
- Prices for collectable offerings will rise as consumers have been drinking through their stash and clamor to re-up.
- Boutique spirit brands will continue to grow in popularity as consumer thrill of discovery becomes more fervent.
- Liqueur sales will continue to rise as at-home bartending continues and consumers crave more complexity in their cocktails.
In wine:
- Greater consumer interest in East Coast wines due to 2020’s wildfires and recent tariffs.
- Unfounded “natural” wine claims will receive stronger backlash as consumers become more savvy and demand more transparency.
In beer:
- Continuation of the slow, yet steady, rise of non-alcoholic options.
- Hard seltzer isn’t going away any time soon, and has great potential to displace more “actual beer” sales.
In behavior:
- E-commerce is here to stay.
- Cocktail delivery will maintain popularity. Consumers will want to continue developing what feel like more personal relationships with their favorite bars/bartenders and there are more opportunities for brand partnerships and brand-building, both with consumers and trade.
- As more of the population becomes vaccinated, consumers will throw caution to the wind and gravitate towards on-premise offerings. A roaring 20s celebration reminiscent of that following the end of the 1918 flu will result in mass consumption as well as mass conversion of non-drinkers to drinkers.
- Tired of months of home mixology, the 2021 consumer will be open to new offerings as well as new combinations and beverage innovation will continue at a record pace.
- Continued interest in non-alcoholic offerings will sustain for 5-10 years.
