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Spirits are falling behind other categories with respect to addressing some key
consumer needs. For example, flavored alcoholic beverages have been more
effective in delivering convenience and simplicity, wine's inherent health
credentials make it a more natural choice for those seeking better-for-you
offerings, and the beer category has arguably overshadowed spirits in social
Features and benefits
-Each section is introduced with a concise SWOT analysis that outlines how each
TrendSights mega-trend can be applied to the spirits category.
-Consumer insight analysis covering 24 countries globally highlights the key
attitudes and behaviors that drive the choices of spirit consumers.
-Case studies and numerous product examples throughout the brief showcase
best-in-class innovations in spirits from across the globe.
-Key considerations and potential opportunities have been identified based on
consumer preferences and recent product innovations in this category.
Sensory & Indulgence remains the mega-trend holding the greatest influence over
innovation in the spirits category, as taste remains the top priority for
consumers when considering whether to pay a premium price.
Young drinkers are the most experimental with new products or brands in the
category and, hence, are the least brand-loyal. By sub-category, consumers of
specialty spirits and fans of tequila and mezcal are the most experimental.
Keywords: spirits, whiskey, vodka, brand, liqueur, rum, gin, genever, tequila,
mezcal, baijiu, soju, sake, umeshu, alcohol, wine, beer, flavored alcoholic
beverages, cocktails, health, wellness, functional, sensory, indulgence, food
pairing, confectionery, flavored, infusions, pop-up, comfort, uncertainty,
Your key questions answered
-How do mega-trends apply specifically to spirits? How is this likely to evolve
over the next few years?
-Where is innovation occurring in spirits and what does it look like?
-Going forward, what are some of the potential opportunities and key
considerations for spirits manufacturers?
-How are industry players using the online space to more effectively engage with