We have just entered the new year and it is already time to make predictions for 2024. Dataessential has drawn up a list of 11 trends that will concern the drinks sector: some are the continuation of trends already undertaken in 2023 or in previous years; while others are completely new, although some signals had already been perceived.

In this list we find, first of all, crossover creations, i.e. cocktails that are obtained by mixing traditional drinks such as wine; on the one hand this movement in mixology would encourage the consumption of wine in general, and on the other it would bring younger generations closer to wine. In second place are technological drinks, i.e. wines and spirits with unique characteristics, obtained more quickly than traditional methods; these are, in fact, the result of technological innovations.

A trend that we find in 2024 and which we have already witnessed in 2023 is the limitation of consumption: consumers tend to drink less for cultural and health reasons and increasingly appreciate drinks with low/zero alcohol content. This trend is linked to the fourth, wines better for you: young people are more attentive to various issues, including sustainability, health, etc. and consequently they tend to drink wines with very low calorie content and without alcohol.

Continuing the list we come across two very interesting trends: Latin American drinks and Asian refreshment. Regarding the former, reference is made to those drinks coming from Central America and South America and among these we undoubtedly find smoked mezcal and Falernum – Caribbean drinks based on rum with lime syrup and spices. In reference to the latter, we mean those spirits coming from Japan, Korea, China, India and Taiwan.

In the list of 11 trends, then, we find sweet drinks, i.e. dessert wines and beers, which will witness significant growth in 2024, especially if a more modern and innovative communication strategy is activated than in the past. We also find sparkling wines; a trend that continues its journey year after year in all its expressions.

Going down the list we come across flexible formats and sustainability, i.e. trends that we have been witnessing for years and always current. As for the former, this trend started with the Covid pandemic and refers not only to bag in boxes, but also to cans, portable kits and all the different customizable packaging. By sustainability we mean all its facets, i.e. environment, community, recycling and choice of raw materials.

Finally, last but not least we find sensorial experiences, i.e. cocktails obtained with particular and unusual ingredients capable of surprising consumers such as fire, dry ice and more.

Source: Wine Meridian