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From cocktails to craft: What do millennials want ?

bevdaily 012016Unique is the key word here. The perfect way to put it is in Apple’s terms- “Think different”. Millennials value authenticity and experience, leading them towards craft beer, cocktails and fine wine, according to Fona International.

While popular flavors in alcoholic beverages vary between categories, honey and spice are both appealing across different beverages. Coconut, citrus and ginger are also popular as they offer refreshing flavor profiles, reaching out to health conscious consumers.

Millennials also like alcoholic beverages inspired by travel (either real or aspirational) – a way of having a new experience without big financial commitment, according to flavor company Fona in its 2016 Trend Insight report.When looking for new drinks, millennials tend to mistrust most advertising, but do pay attention to online marketing, blog recommendations, in-store tasting and food and drink festivals.

“The flavors of alcoholic beverages vary largely on the category but similarities definitely exist,” says the report. “Honey appears on several category lists especially in the last two years.”

Honey has appeared in the flavored wine category this year, marking the possible beginning of a trend, continues the report. Honey flavors are also seen in cider, beer and dark spirits.

“Spice is also a cross category winner especially in beer, cider and dark spirits and the number of fruit flavors doesn’t disappoint either.

ALL ABOUT INNOVATION

Millennials drink beer mostly in social settings. Beer’s sales dollars are shifting towards craft. In the US, the craft beer market takes up almost 25% of beer market revenues but only 10% of the volume.”The US is ahead of other countries in the craft beer market by many years but Europe, especially the UK and Scandinavia, is ramping up and China’s craft beer market has exploded as well claiming over 1,000 breweries. The real story is in the innovation, which is rooted deep in American history and still led by the US today.Nostalgia for vintage spirits and cocktails drives interest in cocktails.

 

According to a 2014 study from Wine Market Council, 29% of US wine drinkers are aged 21-34. In addition, millennials are the most adventurous drinkers.The wine sector may seem overwhelming for many; but millennials are using technology to discover the sector.

“Research loving millennials depend on peer reviews, wine apps or membership based wine clubs, like the Tasting Room, that allow them to whittle down wines choices based on personal preferences instead of expert recommendations.”

The full trends report is available here.  http://www.fona.com/sites/default/files/Millennials_alcoholic%20beverages_0116.pdf

Source: Beverage Daily