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Vino, cerveza y licores sin alcohol: la tendencia que arrasa en EE.UU. |
De acuerdo con los datos de Impact Databank, las generaciones más jóvenes, esto es la Generación Y (o Millennials) nacidos entre 1981-1993 y la Generación Z nacidos entre 1995-2010, están consumiendo cada vez más vino, bebidas espirituosas y cerveza sin alcohol. En los Estados Unidos, por quinto enero consecutivo, el volumen de ventas de bebidas sin alcohol ha aumentado cada año en comparación con el año anterior. Así, el primer mes de 2023 marcó otro impulso para el llamado "Dry January" (Enero sin Alcohol) con caídas de ventas de bebidas alcohólicas nuevamente, mientras que el consumo del "0% alcohol" creció de manera notable. Como ejemplo, los datos de Drizly, una de las plataformas más importantes de venta en línea de vino y destilados en los Estados Unidos, que ha publicado que las compras en las categorías de bebidas sin alcohol en enero de 2023 aumentaron un 56% en comparación con enero de 2022. La tendencia del consumidor es hacia la cerveza, el vino y los licores sin alcohol, más que nunca, aumentando sus ventas en un 129% con respecto al año anterior. En cuanto al vino, el aumento ha sido del 70 %. Según Impact Databank, los espumosos son el sector de más rápido crecimiento en el mercado del vino. Un ejemplo es la marca Giesen 0%, de Pacific Highway Wines, Nueva Zelanda, que vendió 50.000 cajas de 9 litros el año pasado, frente a solo 12.000 cajas en 2021. Además, Riboli Family Wines apunta a vender 75.000 cajas de su Colección Naturals sin alcohol este año. Los cerveceros también están atendiendo a esta tendencia. A finales del año pasado, la cerveza canadiense Labatt lanzó Labatt Blue Light Non-Alc Strawberry Acai, un producto dirigido a los Millennials y a los mayores de edad de la Generación Z, con menos del 0,5 % vol. Aunque las marcas de renombre como Heineken 0.0 y Budweiser Zero lideran el sector, Athletic Brewing Co. ha duplicado sus ventas tanto en dólares como en volumen este año. Molson Coors Beverage Co. también se ha sumado a la tendencia y ha lanzado Roxie, el primer cóctel sin alcohol en lata, que se vende exclusivamente en línea. "Dry January", efecto dominóLa última investigación de la CGA de Nielsen IQ también analizó si los bebedores que probaron bebidas sin alcohol o con bajo contenido de alcohol continuarían tomándolas después de "dry January". Alrededor de dos tercios de los consumidores que probaron cócteles sin alcohol dijeron que continuarían bebiéndolos después de que terminara el mes. Casi las tres cuartas partes (72 %) de los que bebieron cerveza sin alcohol en enero dijeron que lo volverían a hacer en los meses siguientes.
¿Vino sin alcohol: una tendencia de futuro?La salud se ha convertido en una prioridad para la sociedad actual, pero ¿qué impacto tendrá esta tendencia en el mercado del vino y cómo se adaptará el sector a los nuevos hábitos de consumo? En los últimos años, hemos sido testigos de una creciente popularidad en el consumo de bebidas alcohólicas sin contenido de alcohol. El vino sin alcohol, también conocido como vino desalcoholizado o sin alcohol añadido, es una de las bebidas que se ha sumado a esta tendencia. El vino sin alcohol se elabora mediante un proceso de eliminación del alcohol del vino, lo que da lugar a una bebida con todas las propiedades organolépticas del vino convencional, pero con un contenido de alcohol inferior al 0,5%. Esto lo hace una opción atractiva para aquellos que buscan una alternativa al vino convencional. Sin embargo, sus detractores, afirman que -a diferencia de la cerveza- los vinos sin alcohol todavía están lejos de tener un sabor aceptable, y todo ello a pesar de que el sabor ha mejorado significativamente en los últimos años, especialmente el espumoso. Las bodegas han invertido en investigación y desarrollo para mejorar la calidad y el sabor del vino sin alcohol, lo que ha dado lugar a una amplia variedad de opciones que satisfacen incluso a los paladares más exigentes. En cualquier caso, el vino sin alcohol es una opción para aquellos que no pueden o no quieren consumir alcohol debido a diversas razones, como problemas de salud, embarazo o al conducir un vehículo. Por otro lado, el vino sin alcohol también es una opción sostenible. La producción de vino sin alcohol genera menos emisiones de carbono y utiliza menos recursos naturales en comparación con la producción de vino convencional. Esto hace que el vino sin alcohol sea una opción más respetuosa con el medio ambiente. A medida que la conciencia sobre el consumo responsable de alcohol y la sostenibilidad se ha vuelto cada vez más importante para los consumidores, la demanda de vino sin alcohol ha aumentado en todo el mundo. En respuesta a esta demanda, cada vez son más las bodegas que han comenzado a producir vino sin alcohol y a incorporarlo en sus catálogos de productos. En España, el consumo de vino sin alcohol ha aumentado significativamente en los últimos años. Según los datos de la Federación Española del Vino, en 2020 se consumieron más de 900.000 litros de vino sin alcohol en el país. Además, se espera que esta tendencia continúe en los próximos años, ya que cada vez son más los consumidores que buscan opciones saludables y sostenibles. Lo que no podemos negar es que el vino sin alcohol es una tendencia de futuro que ofrece una alternativa saludable y sostenible al vino convencional. A medida que la conciencia sobre el consumo responsable de alcohol y la sostenibilidad continúa creciendo, y las bodegas mejoren el sabor, es probable que la demanda de vino sin alcohol siga aumentando en todo el mundo. |
EEUU | Clientes | Mercados | Vitivinícola | Licores - bebidas | Jueves, 09 Marzo 2023 | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
Health and Wellness Series – Functional foods and beverages in Japan | Note: This report includes forecasting data that is based on baseline historical data. Executive summaryOverall, the Health and wellness (HW) food and beverage sector in Japan reached a retail sales value of US$55.1 billion in 2021, which stayed the same at a compound annual growth rate (CAGR) of 0.0% between 2016 and 2021 and are expected to continue to grow at a CAGR of 1.6% (2021-2026). During the pandemic, Japanese remained alert and refrained from going out of home. This made the retail sales of HW foods and beverages remain stagnant, no growth at all between 2016 and 2021. In 2021, among H&W foods and beverages, a total of 40.3% of the market were from within the HW packaged food category (US$23.2 billion), with fortified/functional (FF) packaged food products representing the highest sales value at US$11.7 billion, followed by Free From products (US$5.4 billion) and naturally healthy (NH) packaged food (US$2.9 billion). The HW packaged food grew at A CAGR of 0.7% between 2016 and 2021 and is expected to grow at a CAGR of 1.6% between 2021 and 2026. H&W packaged beverage products represented the remaining 59.7% market in retail share value, reaching sales of US$31.9 billion, thriving the most from within the FF, NH and better for you (BFY) related drink categories. Although the CAGR growth is negative between 2016 and 2021, but will expect to be bounced back to 1.7% between 2021 and 2026, reaching US$34.7 billion in 2026. FF dairy was the largest category (US$6.9 billion) within FF packaged foods in 2021, representing almost 50.6% total market share. FF confectionery was the second largest in retail value (US$2.2 billion) in 2021. It is worth noting that FF yoghurt represented 89.0% of the entire FF dairy, reaching US$5.9 billion. Market overviewHealth and wellness (HW) is the combination of organic food and beverages, fortified/functional (FF) food and beverages, naturally healthy (NH) food and beverages, better for you (BFY) food and beverages and food intolerance products. Overall, the HW food and beverage sector in Japan reached a retail sales value of US$55.1 billion in 2021, which stayed the same at a compound annual growth rate (CAGR) of 0.0% between 2016 and 2021 and are expected to continue to grow at a CAGR of 1.6% (2021-2026). During the pandemic, Japanese remained alert and refrained from going out of home. This made the retail sales of H & W foods and beverages remain stagnant, no growth at all between 2016 and 2021. In 2021, among HW foods and beverages, a total of 40.3% of the market were from within the HW packaged food category (US$23.2 billion), with FF packaged food products representing the highest sales value at US$11.7 billion, followed by Free From products (US$5.4 billion) and NH packaged food (US$2.9 billion). The HW packaged food grew at a CAGR of 0.7% between 2016 and 2021 and is expected to grow at a CAGR of 1.6% between 2021 and 2026. HW packaged beverage products represented the remaining 59.7% market in retail share value, reaching sales of US$31.9 billion, thriving the most from within the FF, NH and BFY related drink categories. Although the CAGR growth is negative between 2016 and 2021, but will expect to be bounced back to 1.7% between 2021 and 2026, reaching US$34.7 billion in 2026.
Retail salesFF packaged food products reached US$11.7 billion in 2021 from US$11.5 billion in 2016. FF dairy was the largest category (US$6.9 billion) within FF packaged foods in 2021, representing almost 50.6% total market share. FF confectionery was the second largest in retail value (US$2.2 billion) in 2021. It is worth noting that FF yoghurt represented 89.0% of the entire FF dairy, reaching US$5.9 billion. The FF cheese subcategory had the fastest growth at a CAGR of 3.8% (2016-2021). It is expected to grow at CAGR of 3.4% between 2021 and 2026.
FF beverages experienced negative growth than FF packaged food products in market size from 2016 to 2021, with a −0.2% CAGR. But they are expected to grow at a CAGR of 2.0%. FF Plant-based and malt-based hot drinks was the fastest-growing subcategory during the period at a CAGR of 25.6%, reaching US$50.9 million in 2021. FF Carbonates are expected to grow at a CAGR of 3.1% between 2021 and 2026, followed by FF concentrates at a CAGR of 2.5%, reaching US$49.7 million in 2026.
Distribution channelFF foods and beverages were distributed mainly through store-based retailing at 88.7% in 2016 but slightly decreased to 88.3% in 2021. Non-store retailing, though represented 11.3% in 2016, but increased to 11.7% in 2021. Especially the E-Commerce recorded the fastest CAGR growth at 3.2% in actual retail value table or 2.9% in per centage table from 2016 to 2021, reaching US$985.6 million in 2021.
Top company retail sharesIn 2021, leading companies in the FF packaged food category were fairly distributed and included the Yakult Honsha Co Ltd at an 10.4% retail share value, Meiji Holdings Co Ltd (9.2%), and the Otsuka Holdings Co Ltd (8,8%).
Top leaders within the FF drink category included Coca-Cola Co, 18.6%, followed by Suntory Holdings Ltd (16.0%), and Asahi Group Holdings Ltd (14.4%) in 2021.
New product launch analysisAccording to Mintel's Global New Products Database (GNPD), there were 5,843 launches of functional food and beverage products in Japan between January 2017 and December 2021. Among which, 3,981 were functional food, 1,853 were functional drink. Description of above image
Source: Mintel, 2022 In 2021, the top five functional packaged food products manufacturers were located in Japan, Thailand, Netherland, China and South Korea. The top five brands were Topvalu, Nissin York Tokachi Nomu Yogurt, Glico Sunao, Kanro Puré Gummy and Kanro. The top ingredient claims were vegetable based, domestic, dietary, for baking and top.
In 2021, the top five manufacturers of the functional beverages were located in Japan, China, South Korea, German and Singapore. The top five brands were Kagome Yasai Seikatsu 100, Meiji Savas, Topvalu, Sujahta Meiraku Kazoku No Uruoi and Asahi Style Balance. The top ingredient claims were vegetable based, domestic, dietary, green and imported.
Examples of new product launchesBitter Chocolate Cream BiscuitSource: Mintel, 2022
Asahi Cream Genmai Bran 80kcal Bitter Chocolate Cream Biscuit is now available. The moist biscuits are made with oatmeal to enhance satiety and contain 10 vitamins, dietary fibre, added calcium for bones and teeth, and fortified iron, which is important for the formation of red blood cells. The product provides only 80kcal per unit and retails in a 54 gram pack with three units. Launched on October 11, 2021. Recommended retail price not available. Vanilla Flavour Protein PowderSource: Mintel, 2022
Meiji Savas Athlete Whey Mainte Vanilla Flavour Protein Powder is now available. This product is said to be for athletes who want to keep training hard for an extended time and contains whey protein as well as ten vitamins and four minerals which are necessary when body building. It has an amino acid score of 100 and contains 4.5 times more vitamin C, 3.4 times more vitamin E and 1.5 times more iron than Meiji Savas Athlete protein powders, as well as six B vitamins, vitamins A and D, zinc, calcium and magnesium. It contains 75% protein, comprising 100% whey which is easily absorbable and said to be ideal for protein intake directly after training. The zinc is said to support eyesight but is also useful in the metabolism of proteins and nucleic acids and to support the health of the skin and mucous membranes. The product is said to dissolve quickly and to be easy to drink, and can also be eaten with breakfast, after a meal, or one hour before bed. It can be prepared by mixing 21 grams with 300 millilitres water or milk and retails in a 378 gram pack with a zipper, sufficient for 18 portions, containing a spoon and featuring a QR code. Launched in March, 2021, with a recommended retail price of 3,564 yen. Mixed Yellow Peach & Valencia Orange SmoothieSource: Mintel, 2022
Kagome Yasai Seikatsu 100 Mixed Yellow Peach & Valencia Orange Smoothie has been repackaged in a 1,000 gram pack featuring the FSC Mix and Go with Green logos. This sweet and sour drink is made with 14 vegetables or 51% vegetable juice, providing half the recommended daily intake, and five fruits or 48% fruit juice. It is high in dietary fibre and vitamins B2, B12, C and E, and is free from added sugar, added salt, sweeteners, thickeners and preservatives. Launched on October 5, 2021. Recommended retail price not available. Yogurt Drink for Skin CareSource: Mintel, 2022
Meiji Suhada No Mikata Yogurt Drink for Skin Care has been relaunched. This FFC-certified drink is formulated with SC-2 lactic acid bacteria, collagen peptides and sphingomyelin to help protect skin against UV rays and retain moisture in skin. The product has a 0.5% milk fat content and retails in a 112 millilire bottle. Launched in September, 2021. Recommended retail price not available. For more informationThe Canadian Trade Commissioner Service: International Trade Commissioners can provide Canadian industry with on-the-ground expertise regarding market potential, current conditions and local business contacts, and are an excellent point of contact for export advice. More agri-food market intelligence:
International agri-food market intelligence
Agri-food market intelligence service More on Canada's agriculture and agri-food sectors:
Canada's agriculture sectors For additional information on FoodEx Japan 2023, please contact:
Ben Berry, Deputy Director Resources
Health and Wellness Series – Functional foods and beverages in Japan Prepared by: Hongli, Wang, Market Analyst © His Majesty the King in Right of Canada, represented by the Minister of Agriculture and Agri-Food (2023).
Photo credits To join our distribution list or to suggest additional report topics or markets, please contact: Agriculture and Agri-Food Canada, Global Analysis1341 Baseline Rd, Tower 5, 3rd floor Ottawa ON K1A 0C5 Canada Email: Esta dirección de correo electrónico está siendo protegida contra los robots de spam. Necesita tener JavaScript habilitado para poder verlo. The Government of Canada has prepared this report based on primary and secondary sources of information. Although every effort has been made to ensure that the information is accurate, Agriculture and Agri-Food Canada (AAFC) assumes no liability for any actions taken based on the information contained herein. Reproduction or redistribution of this document, in whole or in part, must include acknowledgement of agriculture and agri-food Canada as the owner of the copyright in the document, through a reference citing AAFC, the title of the document and the year. Where the reproduction or redistribution includes data from this document, it must also include an acknowledgement of the specific data source(s), as noted in this document. Agriculture and Agri-Food Canada provides this document and other report services to agriculture and food industry clients free of charge. |
Japón | Clientes | Mercados | Estudios de mercado | Intersectorial | Licores - bebidas | Miércoles, 08 Marzo 2023 | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
En 2022, la canette a gagné du terrain sur les autres emballages boisson | La canette doit ce succès à ses nombreux atouts en phase avec les attentes des consommateurs et des marques : fabriquée à partir d’un matériau permanent, l’aluminium, elle est ultra légère, incassable et facilement recyclable. Made in France dans 8 cas sur 10, la canette, également imprimable à 360°, est une vraie source de créativité pour les marques. Près de 6 milliards de canettes ont été produites en France en 2022 pour répondre à la demande d’un marché en plein essor, dans l’Hexagone comme en Europe. Avec une croissance des ventes en volume à +3,2 % vs 2021, la canette représente désormais 22,6 % des emballages boissons vendus en magasins, soit +0,3 point par rapport à 2021. La canette continue ainsi à gagner du terrain sur les autres emballages boisson. Ses ventes progressent plus vite que le plastique (+2,2% en volume) et le verre (-1,9% en volume). Une croissance également au-delà de la moyenne du marché, à +1,2 % sur 1 an. Si le format 33 cl reste le favoris des Français (62% des canettes vendues en magasins), tous les formats sont en progression, avec des formats émergents très dynamiques : +9,7% en volumes pour la mini canette de 15 cl et +14% pour les 25 cl. La canette 25 cl enregistre même la plus forte croissance du marché des boissons, tous formats confondus (plastique, verre…). La canette doit ce succès à ses nombreux atouts en phase avec les attentes des consommateurs et des marques : fabriquée à partir d’un matériau permanent, l’aluminium, elle est ultra légère, incassable et facilement recyclable. Made in France dans 8 cas sur 10, la canette, également imprimable à 360°, est une vraie source de créativité pour les marques. Des avantages qui séduisent de plus en plus de marques, qui bousculent les codes des marchés traditionnels : les offres de vins en canettes et de bières de spécialités ne cessent de se multiplier en rayons. Récemment, les eaux ont également rejoint la tendance ! Les softs drinks : moteurs des ventes de canettes en magasinsLa hausse des ventes de canettes est tirée par le succès des canettes de soft-drinks, qui continuent de remporter des parts de marché sur les autres emballages boisson. En 2022, leurs ventes ont augmenté de 5,7% en volume ! En valeur, la canette représente désormais 1/3 du chiffre d’affaires de ce segment. En 2022, la part des canettes dans les ventes de soft-drinks en magasins a gagné 0,5 point pour atteindre la part historique de 22,6%. La croissance des canettes de soft drinks est portée notamment par les energy drinks, qui enregistrent une croissance fulgurante de +23,4% en volumes sur un marché à +18,4 % ! Les eaux en canette, dernière tendance du momentLes eaux en canette, dernière tendance du moment, enregistrent, elles aussi, une belle performance à +14%. Leurs ventes se sont en effet accélérées en 2022 grâce aux nombreuses innovations des marques et aux lancements de produits qui ont inondé les rayons ! Les eaux gazeuses en canette font notamment un bond de +17% en volume, sur un marché global à 1,6% ! Et les ventes d’eaux aromatisées en canette enregistrent une hausse de +8,8% en volume, sur un marché global à +7,3%. Plus de 2 bières sur 10 vendues en canettesEn 2022, 22,4% des bières achetées en magasins étaient en canettes! Malgré le repli général des ventes de bière (-1,8%), la canette gagne des parts de marché dans tous les circuits (sauf en hard discount) lui permettant de maintenir sa part de marché par rapport à 2021 (+0,1%). Preuve de l’évolution des habitudes de consommation, mais aussi de l’adaptation des professionnels de la canette aux pénuries qui ont touché d’autres emballages : c’est désormais la boîte boisson qui tire le marché des bières dites de « spécialités » (bière d’abbaye, aromatisées…). La canette enregistre ainsi une hausse de ses ventes en volumes à +1,3%, tandis que ce marché recule au global de -1,4%. Quant aux ventes de canettes de bière sans alcool, elles continuent leur progression à +4,5% sur 1 an. La canette tire le marché en grande distribution et magasins de proximitéEn 2022, la canette surperforme dans tous les circuits (sauf en hard discount, où le marché général est très en retrait) et tire le marché des boissons. Dans le détail, c’est dans les hypermarchés que la canette enregistre la plus forte progression avec +7,2% de ventes en volumes vs 4,1% pour l’ensemble du marché. Dans les magasins de proximité, ses ventes en volumes ont progressé de +6,5% vs 4,1% pour l’ensemble du marché. Pour le e-commerce, la canette enregistre également une importante performance avec +6,4% de ventes en volumes vs 2,7% pour l’ensemble du marché. Enfin, les ventes de boîtes boisson ont également augmenté plus vite que le marché des boissons dans les supermarchés : +2,8 % vs +0,7%. |
Francia | Mercados | Clientes | Envases y etiquetado | Licores - bebidas | Miércoles, 01 Marzo 2023 | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
The evolution of alcohol alternatives - analysis | By Lucy Britner | 22 February, 2023 From sparkling tea to shrubs and moodboosting beverages, there is a burgeoning world of drinks with adult appeal that are not just alcohol alternatives, finds Lucy Britner Remember the Volkswagen Just Like a Golf TV ad from about 10 years ago? Loads of cars were likened to a Golf but the message was that they ultimately weren’t the same. Well, that sometimes feels like the low and no alcohol category, as more and more products try to ape the mouthfeel, taste and texture of their alcoholic counterparts. But not all drinks in this space are alc-free spirits, beers and wines. There are an increasing number of products that can meet the traditional alcohol occasion, but that don’t meet what has come to be recognised as alc-free versions of an established category. “It’s impossible to get away from the straight ‘replacement value’ that an alcohol-free beer or spirit offers,” says Henry Chevallier Guild, founder of fruit, cider vinegar and botanical syrup brand Nonsuch Shrubs. “This means it can be difficult to find any real alternatives to these styles of drinks,” He explains that one of Nonsuch’s USPs is that it is not pretending to be something else. “Shrubs are utterly unique and one of these unique attributes is that they have never relied on ethanol to provide body, mouthfeel, finish – so aren’t as ‘hollow’ on the palate as many products that are alcohol-free equivalents of the ‘real thing’.” Chevallier Guild points to the versatility of shrubs, which he says can be simply served with a mixer, as part of a three-ingredient spritzer, mocktail or a hot-serve, alcohol-free mulled wine. Other producers, too, are eschewing the dealcoholisation method. Paul Beavis, former managing director of Lanson Champagne, is now chief executive of Wild Idol – a sparkling wine alternative that comes in Sparkling Rosé and Sparkling White. “Unlike alcoholic wine or other dealcoholised wine products, Wild Idol has never contained alcohol and does not undergo a process of fermentation,” the company explains in its launch release. “This means that, unlike most other non-alcoholic drinks, Wild Idol is naturally alcohol-free, so there is nothing to remove, and minimal handling required.” Beavis adds that there was a gap in the market for a “premium offering that has no compromise on production method or taste”. TIME FOR TEA Also sitting in the sparkling space, sparkling tea is really carving a niche for itself. Saicho, for example, is a single origin sparking tea brand that claims to be “on a mission to establish a new category identity”. Copenhagen Sparkling Tea, too, is making inroads and Freddie Cobb, head of drinks and wine buyer at hybrid retailer Vagabond, stocks the company’s jasmine variant, Bla. “Copenhagen Sparkling Tea is a unique product,” Cobb says. “While there are non-alcoholic and low-alcohol sparkling tea options, it is slightly deceiving placing it in a low and no category as consumers, for the large part, expect a low or no equivalent of their alcoholic counterpart.” For Cobb, the excitement of the category is the innovation behind new drinks not trying to mimic something else, something he believes Copenhagen Sparkling Tea has achieved. He says one of the key serves at the Heathrow site is in a non-alcoholic cocktail. “Who says spritzes needs to be mixed with fairly neutral sparkling drinks?” he asks. Tea also crosses over into the functional space. Late last year, Go Mate launched its range of “all-natural, sugar-free smart drinks”, made using yerba mate tea, to the gaming audience. “We believe that our approach to ‘good energy’ will be a great asset to the gaming industry and esports communities, offering an evolved alternative to energy drinks that can boost gamers to the next level of play,” says Guido Rosales, co-founder of Go Mate. And it is this evolution of energy drinks that is driving the next wave of functionality, believes KAM Media senior insights manager Laurence Brown. “The pandemic has supercharged some past trends and stopped others in their tracks,” he says. “One of these trends is the growth in awareness, trial, and consumption of functional foods and drinks.” Brown says functional beverages are a type of drink marketed to highlight specific ingredients to promote a feeling or other positive effect on the mind or body – and the latest models go beyond traditional energy drinks such as Red Bull and Monster. FUNCTIONAL FOCUS Within the functional space, he highlights CBD, with KAM’s research suggesting that awareness, trial and consumption of CBD drinks has doubled – from 13% of consumers in 2020 to 26% in 2022. Brown says 18 to 24-year-olds are most likely to drink CBD products. “Corresponding to the fact that CBD-infused products are a recent trend and younger people tend to be early adopters, it is unsurprising that over half of Gen Zs have tried CBD-infused products; much higher than any other age groups,” he says. “Drinks manufacturers and operators should start to develop and list CBD options if they are looking to engage a younger audience.” There’s more crossover here, too, and Altrincham-based Hip Pop makes a CBD-infused kombucha that is listed in Harrod’s. “The brand has grown significantly over the past year. Since inception, we’ve successfully doubled our revenue year on year, and we now employ a growing team of 16,” says Hip Pop co-founder Emma Thackray. It seems the key to not just being compared to alcohol is to take an altogether different route.
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Reino Unido | Mercados | Clientes | Licores - bebidas | Miércoles, 22 Febrero 2023 | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
The low/no labelling debate - analysis | By Rachel Badham | 23 February, 2023 Despite its seemingly exponential growth, the low/no sector remains largely unregulated. Rachel Badham takes a look at labelling guidance and what brands can do to maintain transparency for drinkers Consumers are not just dipping their toes into low/no – for many, it is the category of choice as moderation becomes one of the biggest buzzwords among drinkers. But amid the astronomical boom of the low/no category, it seems regulating bodies weren’t prepared for such developments and the sector continues to lack clear-cut labelling legislation regarding what constitutes alcohol-free in the UK. Echoing the days of vague pandemic guidance which saw the public take judgements into their own hands, labelling rules for low/no beverages stand as recommendations rather than concrete regulations, with low/no producers largely being left to figure it out for themselves. “The world of low/no is still a growing trend and government legislation hasn’t quite caught up with consumer habits,” says Emily Laws, head of brand for Lucky Saint. “This means there are some grey areas in legislation around what is classed as alcohol-free, which can cause confusion.” Looking back to the root of the problem, Club Soda co-founder Laura Willoughby explains why there is no existing legislation surrounding low/no labelling. “In 2014, the government created a labelling bill which included a sunset clause for two particular categories of product, which in this case were cheese and low/no drinks,” she says. Despite plans to reassess the regulations ahead of December 2018 when the clause expired, the legislation was terminated with no legally-binding labelling requirements in place. “With low/no, we’ve got an industry that’s growing at a faster pace than anyone was anticipating, but the government hasn’t had time to concentrate on this, which has left us without legislation,” Willoughby adds, as 2016’s Brexit announcement dominated political proceedings. BETWEEN THE GUIDELINES Current guidelines for low/no products offer suggestions around what category a low/no beverage falls into depending on its abv. And it seems that legislation needs to be updated as well as enforced. Big Drop Brewing founder, and newly appointed co-chair of the Adult Non-Alcoholic Beverage Association (ANBA) regulatory affairs sub-committee, Rob Fink, gives a run down of the current guidelines. “If a drink has an abv of between 0% and 0.05%, then UK guidance suggests that you use the phrase alcohol-free to describe it,” says Fink. "Anything between 0.05% and 0.5% abv is commonly described as dealcoholised, while anything between 0.5% and 1.2% abv is considered low-alcohol.” However, Fink highlights the ongoing campaign in the drinks industry for 0.5% and below to be categorised as alcohol-free in line with EU regulations, as international disparities create confusion among producers and consumers alike. Willoughby adds: “In the market there’s a big race to 0%, but 0.5% is a naturally occurring level of alcohol that’s in all sorts of food products. You can get ice cream with more alcohol in than some low/no drinks.” And as the current UK guidance is not compulsory, Fink suggests that the lack of regulation has led to an unequal playing field in the low/no industry as some producers disregard guidelines while others comply. “We’re a UK producer, and we’ve lost listings because we shouldn’t technically say that our beer is alcohol-free at 0.5%, and this can cause confusion among the trade.” In terms of the impact the lack of up-to-date legislation is having on the low/ no sector, Fink says it is “stifling innovation and growth within the category”. He adds: “We should be on par with our competitors in the EU as the category expands.” Willougbhy also emphasises the importance of regulations in creating transparency for consumers: “Consumers need to be able to make informed choices, and it’s vital that they aren’t put off from low/no products because the labelling is ambiguous and confusing.” CREATING CLARITY As the industry waits on legislation, it seems that consumer education is a priority for producers and retailers. “It’s important for producers and brands to create as much clarity as possible”, says Lucky Saint’s Laws. “For example, we use easy-to-understand comparisons to everyday items to explain that 0.5% abv is alcohol-free, as is recognised across Europe and hopefully soon in the UK. A bottle of Lucky Saint contains about the same amount of alcohol as a ripe banana or a piece of rye bread.” Having opened a permanent low/no Club Soda shop last year, Willoughby says that staff training and consumer education are paramount in ensuring transparency with shoppers. Big Drop’s Fink recommends that any unsure low/no producers contact ANBA, which is currently assembling a detailed information pack on labelling rules. And it also seems of equal importance that producers adhere to universal drinks labelling rules. Asahi Europe & International chief marketing offi cer, Grant McKenzie, says: “When it comes to our low/no beers we follow the same principles with responsibility messaging as we would for regular beers with an age warning icon, and highlight our dedicated aboutalcohol.com website, which shares important information about alcohol consumption from relevant and trusted sources.” As the trend towards low and no keeps growing, legislators will need to keep pace to ensure both consumers and producers are on the same page.
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Reino Unido | Mercados | Vitivinícola | Envases y etiquetado | Licores - bebidas | Miércoles, 22 Febrero 2023 | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
Who is drinking low/no? - analysis | By Felicity Carter | 16 February, 2023 Who is drinking low and no-alcohol drinks and when are they drinking them, asks Felicity Carter When The Guardian headlined on the very last day of 2022 that the French were “leading way in alcohol-free drinks boom” there was outrage on social media – but not because the French were turning away from their traditional drinks. “Ahem, Guardian,” tweeted Laura Willoughby, founder of the Club Soda mindful drinking site. “Very nice but you know the UK was the first + biggest growth market in #alcoholfree.” It’s widely-known that more people in the UK are reducing consumption or quitting alcohol, and the pace of change is staggering. The number of people participating in Dry January increased by 21% in 2022, to 8 million. Amanda Thomson, founder of Noughty alcohol-free wines, says that sales of the brand are growing 100% year on year. Annual production is over 1 million bottles and the biggest audience is under-30s. That age group’s motivations for drinking no-alcohol include general health concerns and worries about drunken behaviour ending up on social media. The Office for National Statistics stopped recording UK drinking habits after 2017, but its figures show that, even by that time, more than 20% of people under 40 were teetotal. Helena Salisbury, brand manager for Atopia at William Grant, says: “We’re seeing low/no alcohol over-index with younger people – 28 and under – and in more affluent demographic groups.” But while drinkers may be searching for non-alcoholic alternatives, they have historically been difficult to find, and mocktails can be expensive. That’s changed rapidly in the past few years, as the big producers such as Diageo and Bacardi have put more investment into the sector. The taste of no-alcohol options is also improving. Take beer, for example. Instead of using dealcoholising technology to remove alcohol, leaving behind a dull, flavour-stripped beverage, brewers are now using special yeasts that produce beer without alcohol. It’s no coincidence that sales of alcohol-free beers have tripled in the past five years. SPARKLING WINE Wine is generally a harder problem to solve, except in sparkling, where the bubbles add texture and character on the palate, and can make up for any loss of flavour. Jan Rock, head of corporate communications at Henkell-Freixenet, says it is seeing growth across its entire non-alcohol range, driven by the Nordics, the UK and the US, plus some eastern European countries. There’s no doubt that low/no is on the cusp of explosive growth but there are still questions about whether people are drinking low/ no drinks in the same ways and settings as full-strength alcohol, or whether the industry needs to consider products for entirely new types of occasions. “Currently we don’t see a different occasion in the use of alcoholfree sparkling wines versus alcoholic products,” says Rock at Henkell-Freixenet. “This might change in the future but, for the time being, it is considered as a great alternative to alcoholic sparkling wines.” There are new occasions for no-alcohol products appearing, but they’re largely being driven by the industry itself, eager to show off a new generation of drinks. The number of festivals dedicated solely to low and no-alcohol drinks is exploding, from London to South Africa and Washington DC, where participants can sample non-alcoholic beers, wines, sparkling wines, tonic, juices and teas, as well as nonalcoholic spirits. Seasonality is also playing a role. Atopia’s Salisbury says that while “we do see low and no playing a role all year round”, January and June are the two most popular months for moderate drinking. Thomson at Noughty says she is disappointed that the on-trade hasn’t kept up with demand, though she acknowledges that the sector has so many other issues to contend with right now that it doesn’t have time to focus on innovation. Although Noughty is sold in a variety of channels, its biggest success is in direct-to-consumer, though Thomson adds that the brand has just signed a deal with the City Pub Group. “What we’ve learned from coffee drinkers who build a relationship with a quality brand, is they will pick their venue to make sure they can get the drinks they want there,” she says. “Anyone who ignores high-quality alcohol-free drinks is doing so at their peril.”
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Reino Unido | Mercados | Vitivinícola | Clientes | Licores - bebidas | Jueves, 16 Febrero 2023 | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
Drinks list expansions sound note of cautious optimism post-Covid |
By Jo Gilbert Published: 15 February, 2023 In Q4 2022, menu sizes were on the up: in bars and pubs in particular, the average number of alcoholic drinks rose 4.1% during the last quarter of the year, according to data from Lumina Intelligence. Such growth is to be expected around Christmas. Drinks lists and food items tend to swell in the last part of the year to incorporate festive and seasonal themes. However, Lumina Intelligence believes the re-broadening marks tentative growing confidence among operators. “The Q4 increase in menu items seems to be mainly due to more positive trading times,” analysts said. “Although some of those new items would have been part of special festive menus, it’s not enough to be able to put it down exclusively to the festive season. It reflects more that operators are a bit more confident post-Covid about menus.” In restaurants, growth was more muted. The average number of alcoholic items on lists remained static, at 38 – the same as Q3 2022. The average number of non-alcoholic drinks increased slightly from 32 to 33, marking the continued shift in consumer attitudes. The data, taken from Lumina Intelligence’s Menu Tracker, follows the trend through to food items, too. According to analysts, the UK food and drink industry is “powering through”. By “adhering to creativity to propel sales… menu counts are on the rise in all channels: pubs & bars, chain restaurants.” Though the gains in alcohol are minimal, the overall figures suggest the tide could be turning on the ever-shrinking menus during 2020 and 2021. In 2023, operators still face a challenging environment, often operating on reducing opening hours as a way of coping with lesser access to staff. However, menu bounce back is an early sign of the creativity of the sector as it continues to tackle these challenges head on, with the quality and breath offer on lists clearly a priority. |
Reino Unido | Mercados | Vitivinícola | Clientes | Licores - bebidas | Martes, 14 Febrero 2023 | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
Une alliance pour promouvoir le rayonnement international de la filière des vins et spiritueux | De gauche à droite : Thierry Desseauven Rodolphe Lameyse et Michel Bettane. ©Sebastien d’Halloy Vinexposium, le premier organisateur mondial d’événements professionnels dédiés aux vins et spiritueux, et Bettane+Desseauve, groupe d’experts internationalement reconnu, annoncent la création d’une alliance pour promouvoir le rayonnement international des vins et spiritueux en organisant simultanément leurs événements Vinexpo et Le Grand Tasting à travers le monde. À partir du mois de mai 2023, les éditions de Vinexpo et du Grand Tasting auront lieu de manière concomitante à Singapour, Séoul, Tokyo et New York. À cette occasion, Le Grand Tasting se tiendra la veille de Vinexpo afin de permettre aux producteurs de développer leur activité sur les marchés clés au niveau mondial. Cette collaboration réunit le savoir-faire éprouvé de deux acteurs complémentaires des vins et spiritueux dans la mise-en-relation entre producteurs et consommateurs. Elle entend contribuer à accroître la capacité des entreprises de vins et spiritueux à développer leur notoriété tout au long de la chaîne de valeur, au niveau de la distribution et du retail comme auprès du consommateur final. S’adapter aux défis que représente la baisse de la consommation« Nous sommes ravis de collaborer avec Bettane+Desseauve, cette nouvelle synergie va élargir la portée de nos évènements pour aider nos clients à réussir sur les marchés internationaux grâce à une offre sur mesure » détaille Rodolphe Lameyse, directeur général de Vinexposium. « Il est indispensable que la filière vins et spiritueux maintienne des relations fortes avec les consommateurs pour s’adapter aux défis que représente la baisse de la consommation et rester compétitif sur un marché en mutation permanente ». Ce partenariat débutera par une série d’événements, inaugurée à Singapour dès le mois de mai 2023, puis à Séoul en octobre, à Tokyo en novembre et à New York en mars 2024. |
Francia | Mercados | Eventos | Vitivinícola | Licores - bebidas | Martes, 14 Febrero 2023 | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
low & no |
By Jo Gilbert Published: 23 January, 2023 In no particular order, here are some of the top trends set to make their mark in the year ahead. 1. Energy/supply chain optimisation Carmel Kilcline MW, head of food technology – BWS, Soft Drinks And Juice at Marks & Spencer “The two areas vital to the success of our drinks portfolio are currently energy/supply chain optimisation and digital engagement with consumers – and that will all continue in 2023. “The first consists of embracing technologies which improve energy efficiency at wineries and in vineyards, such as the installation of solar panel technology and advanced water management systems. Health and nutrition are also key to M&S innovation, so the continued development of our low & no ranges is especially hot on our NPD agenda.” 2. Borderless wine Spiros Malandrakis, head of research for alcoholic drinks, Euromonitor “The top trends for me in 2023 include the concept of borderless wine, which follows the idea that environmental disaster will make production impossible in traditional producing nations. So, producers will increasingly look towards solutions such as a pan-European wine, where there is no specific region or country. As far as I know, there is only one real producer doing this at the moment, but 2022 was one of the hottest years on record in Europe and the UK had its hottest day in 100 years. In four decades’ time, many believe making wine in Champagne will not be possible. The concept is really radical. It would involve a complete rethink about what ‘wine’ means. “Elsewhere, of course, there is the future of cannabis, which has grown massively in the US over the past couple of years. Germany is due to legalise cannabis within the next year. Afterwards, we will see a domino effect across Europe.” 3. AI and AR Alice Goody, head of insight at specialist research agency for the drinks and hospitality industry, Proof Insight at C&C Group “Two macro consumer trends stand out: AI and AR, which provide solutions and make life easier via applications such as QR codes; then, there are VR experiences and interactive games, which allow brands space to provide the escapism consumers are craving. “Just over 60% of wine drinkers don’t class themselves as being ‘very confident’ when choosing wine in the on-trade and 35% are put off trying new styles for fear of not enjoying them. A good example of digital tech which helps consumers to navigate the category is Good Pair Days, a digital subscription service that matches wine to the consumer’s palate. Using technology to aid decision-making will be important in attracting younger consumers into the category, as they are increasingly opting for spirits and beer over wine.” 4. Smarter borders David Richardson, regulatory & commercial affairs director, the Wine & Spirit Trade Association “The evolution of border processes is a big one. The government has already introduced the 2025 UK Border Strategy with the aim of giving the UK the most efficient electronic border in the world. This comprises several elements, such as the Target Operating Model, which will set out new processes, due to be published shortly, and the Single Trade Window – a single portal for interacting with all the agencies that regulate the border and will allow much wider data sharing. “The game-changing element is the willingness of government (and specifically HMRC) to adopt more modern and collaborative attitudes. There is more acceptance that the information needed by government should be collected by parts of the industry as part of a commercial process and does not need a separate one.” 5. Molecular ageing Paul Armstrong, founder of emerging technology advisory, Here/Forth “I see a greater focus on and appreciation for molecular ageing (and anti-ageing) from companies like Lost Spirits and Endless West – the latter aims to create a high-quality, whiskey-inspired spirit, which tastes like it’s been stored away for years, despite having never seen the inside of a barrel. These processes make the purchasing cycle faster and drive luxury prices higher over time.” 6. ‘Better for me’ consumer drivers Guy Wolfe, strategic insights manager, IWSR “Three underlying consumer trends continue to provide tailwinds for the global beverage alcohol market: ‘better for me’ consumer drivers, ‘better for the world’ values, and online interaction, from ecommerce and social media to NFTs and the metaverse. “IWSR research shows more than 50% of regular wine drinkers across key markets are motivated by sustainability, particularly wealthier and Millennial consumers, so reducing the weight and the number of raw materials used, as well as improving the recyclability of packs, have become priorities. Drinks brands also will increasingly inhabit the metaverse in 2023 as a key way to create ever more complex virtual experiences. However, with such activity pushing the frontiers of how, when, and where brands are able to market themselves, it’s not surprising there is still a degree of caution. Digital promotions often need to be tethered to reality, offering real-world benefits to consumers, from limited-edition bottlings to live events.” |
Reino Unido | Mercados | Vitivinícola | Licores - bebidas | Jueves, 02 Febrero 2023 | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
How to merchandise low/no drinks - analysis | By Nigel Huddleston | 31 January, 2023 As the low/no drinks trend gathers pace, retailers are faced with new questions about how best to merchandise such products – and many are blurring the lines with full-strength products, finds Nigel Huddleston Merchandising low and no-alcohol drinks used to be relatively easy: a couple of beers and maybe a token wine brand, but the number of low/no drinks types, brands and pack sizes has become so vast that it’s not enough just to stick them on the bottom shelf of the parent category. For now at least, most supermarkets have settled on a separate low/no bay or fixture that houses beer, wine, spirits and RTDs in one place, indicating that most low/no consumers are looking first for a low/no drink of some description on certain – or, in some cases, all – occasions, rather than being, say, beer drinkers who consume low or no-alcohol beer as part of a regular repertoire. Asda is an outlier here, currently merchandising low/no beer and spirits in a low/no section, but displaying genuine low/no wines within the full-strength wine fixture. Generally, any remaining brands from the tax-driven 5.5% abv wine craze of a few years back – such as Black Tower’s B and Echo Falls Fruit Fusions – are finding a home with lighter styles of wine such as Lambrusco, not in the standalone low/no section. And it’s worth noting that Aldi and Lidl are yet to embrace the low/ no trend, with branches visited by Drinks Retailing as Dry January kicked off carrying only a couple of token alcohol-free beers. FEW PROMOTIONS It was also interesting to note that few multiples were making a promotional song and dance about the month, with Sainsbury’s standing out in deploying a Drink January Dry gondola end, co-branded with Lucky Saint, Clean and Schweppes, and featuring banners and floor vinyls in the beer aisle, with Heineken’s alcohol-free version of Heineken, Moretti and Old Mout under the slogan Always a Choice. Despite its popularity among multiples, the dedicated low/no fixture approach is far from universal. Jonathan Buckley, Co-op’s category buying manager for beer and soft drinks, says: “We merchandise low- and no-alcohol ranges as sub-sectors within their own drinks category year-round, and then additionally, during meal deal promotions, non-alcoholic options can be merchandised in chillers with the food offering for ease of shop”. But Buckley adds that it is “currently operating some live in-store trials… taking the full range of BWS alcohol-free products and sitting them together in one fixture as a full drinks offer”. Nisa retailer Dike & Son, in Stalbridge, Dorset, a former Drinks Retailing Awards winner, and which is closer in size and trading style to a big-four supermarket than a convenience store, takes a different approach. Director Adam Vincent says: “We merchandise alcohol-free in with the alcohol. Our alcohol-free gin is with our gin, our alcohol-free beer is with our beer, and our alcohol-free wine is with our wine, and so on. “The reason is that it’s such a big category for us now. We’ve got such a big range that we would probably need four bays to do it justice if we put everything together and it would look really odd to have three bays with anything from a gin, to an RTD, to a red or white wine to a lager in it. It would be like a car boot sale. “If you take alcohol-free gins, we’ve got Gordon’s and the Co-op own-label, two from Warner’s, three different Seedlips and even a local one in Bowser. “That’s eight different alcohol-free gins and we’ve got a couple of alcohol-free gin RTDs. “Displaying things with full-strength alcohol will help people discover the market as well. When they come to buy a bottle of beer, they’ll see an alcohol-free version and think ‘I’ll try that’, rather than defaulting to a J20 or a Coke.” DEDICATED FIXTURES Vincent draws parallels with merchandising approaches in the food aisles. “We don’t have separate vegetarian bays anymore because vegetarian food has become so accepted across categories. I’m sure we started with a couple of shelves of gluten-free food but now it’s all the way around the store and merchandised into other fixtures.” One reason that many retailers prefer a dedicated all-embracing low/no fixture is the reduced risk of customer confusion, accidentally picking up a 0.0% Gordon’s or Beck’s Blue instead of a full-strength version of the brand. “I’m not saying it doesn’t happen,” Vincent says, “but people probably haven’t admitted it to us. Nobody’s ever complained.” Specialist drinks all-rounder Gwin Llyn Wines in Pwllheli, Gwynedd, takes a mixed approach to its low/no merchandising. “We have a dedicated display area for non-alcoholic wines and we always ensure that there is a choice of red, white, rosé and sparkling available,” says co-owner Dean Pritchard. “We also have dedicated fridge space for low/no beers and ciders. Drop Bear from Swansea has an excellent range of 0.5% abv beers and lagers and we have found that Corona Cero and Guinness 0.0 have been popular. “We group low/no wines and beers in their own dedicated areas as it makes it easier for the customer to view what is available and it helps them to make a choice. “Spirit-wise, we stock the Warner’s 0% range and the Gordon’s 0.0%, which we display alongside their alcoholic counterparts. We find spirits to be the least popular of our low/no offering.” What the drinks aisles are yet to see is an umbrella grouping together of products with different, for want of a better phrase, mindful characteristics, such as low/no, vegan and organic, as is sometimes seen with supermarkets’ health-food or free-from fixtures, where gluten-free versions of big brand lagers sometimes reside. In wine and beer, a common practice among leading independents is instead to make such products stand out from a place on the main fixture through appropriate symbols or colour-coding. “We do not group drinks which are vegan, Fairtrade, organic, ‘natural’ or gluten-free together in a mindful section,” says Pritchard, “but we make clear on the shelf labels if they are organic, vegan, low-intervention and so on.” MARKET COMPLEXITY The complexity of the low/no drinks market, with its nuances of abv levels and product types, means that even brand owners and suppliers don’t always agree about how they’d like to see their own brands merchandised. Ellie Webb, founder of the Caleño nonalcoholic spirits range, which has achieved widespread supermarket listings, says: “I feel it would be great to have dedicated spaces within each of the respective drinks categories, which are clearly signposted as low/no. That means Caleño would sit within the spirits aisle, alongside gins, rums and other alcoholic spirits.” At the moment, it tends to appear on dedicated catch-all low/no fixtures. “People will naturally gravitate towards the drinks aisle they shop most often,” adds Webb, “So if Caleño is situated next to beer, a shopper may not necessarily find the non-alcoholic spirit alternative they are searching for.” Jacqui Harris, trade manager at Adnams, whose Ghost Ship 0.5% is also widely listed in multiples, says: “We want to see it merchandised in a specific low/no category, alongside other no and low products, as this is where the majority of shoppers tend to look for them in supermarkets. “Having said that, the overall category is changing and strengthening, and merchandising will need to adapt.” Harris adds: “As the brand grows and the low/no market expands, we would like to see Ghost Ship 0.5% merchandised in additional appropriate areas, for example alongside soft drinks in the chilled impulse range in convenience retail, garages and cafés.” Alcohol-free brewer Mash Gang says its collaboration with Northern Monk on its Self Titled 0.5% abv IPA is notable for “breaking all the rules” by going into the craft beer aisle in Morrisons, rather than the alcohol-free one.
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Reino Unido | Mercados | Vitivinícola | Clientes | Licores - bebidas | Jueves, 02 Febrero 2023 |
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