Wine and spirit sales trends in Britain are changing as we seek healthier lifestyles and slowly get to grips with the challenge of watching the units of alcohol we get through every week.
On the wine front, fruitier, more refreshing styles of wine are leading the way, says Andrew Nunney, Category, Shopper & Insights Director at Accolade Wines, and come into their own in spring and summer, along with lighter, low/no alcohol products. “Growing 19.9% year-on-year,” says Andrew, “the low/no category represents a huge opportunity to drive wine purchases on occasions when consumers seek an alternative to alcohol.”
Accolade Wines has added Hardys Alcohol Free Chardonnay to its bestselling portfolio. Hardys, the number one UK wine brand, is broadening its offer in response to increasing demand for low/no alcohol alternatives offering an authentic wine experience. Hardys Alcohol Free Chardonnay is the brand’s first no alcohol style.
In another growing area Accolade Wines has launched a new rosé wine and gin fusion under its second largest brand, Echo Falls, which specialises in approachable, easy drinking wines aimed at those starting their journey in the category. The new style joins Accolade’s portfolio in response to gin’s booming popularity, growing 47.6% annually. Echo Falls spirit fusion is made by blending Echo Falls rosé wine with a gin infusion and summer fruit flavours, and has an ABV of 9%.
Further announcements from Accolade Echo Falls, Accolade’s second largest brand, is rolling out 30 limited-edition occasion labels across its top four still wine variants – Chardonnay, Merlot, White Zinfandel and Pinot Grigio. The striking new labels feature moments to share such as ‘It’s your birthday!’, ‘Fri- Yay’, ‘I love you’ and ‘Movie Night’.
Accolade Wines is also launching an exciting new Summer Berries Pink Gin in its best-selling Echo Falls portfolio, in response to the gin category growing 43.4% year on year, particularly coloured and flavoured gin. With the base of the gin’s flavour profile being summer berries, Echo Falls Summer Berries Pink Gin has a predominantly strawberry-led aroma and a tasting note complemented by juniper, the key botanical in gin.
Barefoot, the UK wine category’s number 1 growth contributor over the last two years, has launched its bestselling white and rose?varietals in cans. Barefoot Pinot Grigio and White Zinfandel are both now available in 250ml slimline cans, equivalent to one large glass of wine.
Mark Stammers, Sales Director for UK and Ireland for E&J Gallo Winery, comments: “Consumers are leaving the wine category during certain drinking occasions such as house parties, picnics and BBQs because few easy alternatives for ideal packaging exist in wine.
Barefoot cans provide the perfect solution as they are convenient, recyclable and easy to chill and open, removing the need for a glass. What’s more, the cans can’t smash, another benefit when packing picnic bags or festival kits.”
Barefoot recommends the cans are merchandised in stores’ chilled sections alongside 250ml ready to drink gin & tonic cans and single serve wine options. Having cans chilled is important to maximise sales and ensure they are ready for immediate consumption for on the go and outdoor occasions. In stores that can offer secondary displays, merchandising cans alongside 750ml bottles would also be beneficial to highlight that this is the same wine but now in a can. The Barefoot cans launch will be supported by a social media campaign.
Treasury Wine Estates is shaking up the UK wine market with the launch of Blossom Hill Gin Fizz. Bo Jakubenko, Global Marketing Manager – Blossom Hill, at brand owner Treasury Wine Estates, says:
“Blossom Hill Gin Fizz’s launch underlines our determination to modernise the Blossom Hill brand and make the wider wine category more relevant. We started this journey through the launch of Blossom Hill Pale Rosé, which was named Wine Product of the Year 2019, showing consumers are responding well to what we are doing. By focusing on what the consumer wants and making wine more accessible through a fun, approachable brand, we are helping ensure future category growth.”
Tapping into botanical flavour trends, Blossom Hill Gin Fizz is a sparkling blend of crisp white wine, botanical infused water and a dash of gin. It is available in two flavours – Lemon & Rosemary, and Rhubarb – and should be poured over ice and served with a garnish.
EMBRAZEN, Treasury Wine Estate’s (TWE) wine brand celebrating 20th century female trailblazers, is also launching in Britain. Featuring TWE’s Augmented Reality (AR) technology on the labels, the EMBRAZEN range includes a Red Blend and a Chardonnay, championing Nellie Bly and Amy Johnson.
Kirstie McCosh, Marketing Director, Europe, at TWE says: “One of our core aims is recruitment of 18-35-year-old consumers into the wine category. We know through 19 Crimes’ success that the way to do this is through authentic, brand story-telling experiences, and EMBRAZEN delivers on all these cues.”
With consumers increasingly opting to reduce their alcohol intake and demand for non-alcoholic drinks growing 40.5%, Treasury Wine Estates is also launching its new Lindeman’s 0.5% wine range. The first alcohol-free wine from the Lindeman’s brand to enter the low/no category is Lindeman’s 0.5% range, featuring three varietals – Chardonnay, Cabernet Sauvignon, and a sparkling blend of Pinot Noir and Muscat.
Concha y Toro has launched O’jos, a new wine spritzer brand from Chile in two flavours, Rosé Spritz, flavoured with Cranberry and Pink Peppercorn; and Chardonnay Spritz, flavoured with Rose and Raspberry. Meaning ‘eyes’ in Spanish, O’jos celebrates the Chilean tradition of looking into each other’s eyes when toasting friendship. Both O’jos flavours come in at 5.5% ABV, and under 133 calories per can. Concha y Toro UK Commercial Director Clare Griffiths takes up the story:
“We have identified several occasions where wine under-performed versus total alcohol and saw an opportunity to target a new audience.”
O’jos is launching in 250ml cans, perfect for enjoyment on any occasion – festivals, picnics, and barbeques, or as a refreshing drink at home with friends.
“As alcohol consumption continues to shift towards consumers paying more attention to health and wellness,” says Jessica Smith, Marketing Assistant at Continental Wine and Food, “we have noticed an increased appreciation of quality over quantity from customers, but without wanting to be charged silly amounts for their chosen products.
“Consumers are increasingly on the look-out for sustainable products, whether Vegan or low alcohol and these attitudes will continue to storm the industry. The Straw Hat is the UK’s Number 1 British Wine Brand, with sales increasing year on year. The Straw Hat also boasts the Vegan seal of approval, a huge consumer trend that is set to stay as the Vegan movement goes mainstream. With people becoming more ecologically minded about where their food and drinks are sourced, producers all over the world have seen increased demand for vegan-friendly products, and it is crucial that retailers follow this trend in their stores.
“In the past few years, the rise in use of botanicals in soft drinks reflects natural ingredients’ popularity in other beverage categories such as tea and juice drinks. To keep up with consumer interest we created our own botanical blends, providing refreshing infusions and a fruity spin off from our core range. The two varietals are white with cool cucumber, zesty lime and a hint of ginger, and rose with juicy strawberry, sweet orange blossom and rhubarb – both can be enjoyed chilled or with a measure of gin and soda to create the perfect Botanical Fizz cocktail.
“One of the key trends to come out of 2018 was ‘balance.’ Consumers’ relationships with alcohol has been an important focus in the past 12 months; what was once a novelty trend confined to Dry January and Go Sober for October has grown into a lasting lifestyle choice.
“Established in 2008, our Silver Bay Point British Wine is one of our top performing brands. It boasts the Vegan seal of approval, and has a relatively low ABV of 8%. In the past few years we have seen a spike in Silver Bay Point sales as mindful consumption and Veganism go mainstream. The full range is 66 calories or under per 100ml glass: while it’s light in calories, it’s also easy on the pocket, which creates extreme shelfappeal and is a great margin generator for retailers. Light British Wines’ popularity is sure to continue and the category will no doubt expand, with ‘niche’ being the key focus.”
Latest reports show 28% of Millennials prefer drinking at home, says Jessica Smith, and 69% of these say the need or desire to save money is a major factor. Only one-quarter of millennials shop with a particular spirit brand in mind, indicating plenty of opportunity for brands and retailers to influence younger adults’ alcohol purchases:
“Enjoyed on the rocks or crafted into a cocktail, our Nectars Peach Schnapps, Terranto Amaretto and Sandy Cove Coconut Rum are three of our most popular brands that all feature eyecatching packaging designs and generate significant shelf appeal to shoppers.
Despite some reports stating Prosecco sales have fallen significantly, CWF strongly believe sparkling wine, prosecco in particular, continues to shine.
“Tying in with the trend where ‘staying in is the new going out’, buying a bottle of prosecco can feel celebratory, both on your own or for a night in with friends. Its accessible price point makes it an everyday luxury if you choose, and its versatility with meals or mixed in to cocktails makes it even more appealing to the wider audience. Prosecco di Valdobbiadene Superiore DOCG or Prosecco Treviso Supmante DOC from Cases Gheller are both great for celebratory occasions or nights in.”
“The desire to live healthier lifestyles will be the dominant trend of 2019,” says Andrew Turner, director of wine at Halewood Wines & Spirits, and it shows no sign of slowing. “As many as one in five people – one in three under 24’s – are choosing not to drink because of increased awareness of the health risks associated with alcohol. But teetotal consumers still want premium soft drinks at home and when they socialise.”
Alcohol-free drinks and organic options continue to be a massive trend. Andrew Turner says the latest figures show the alcohol-free beverage sector had increased by £1.7 million, while alcohol free wine is now worth just under £40 million.
Dan Harwood, head of wine education at Halewood Wines & Spirits, adds: “Drinking rates are the lowest in 18 years. According to the ONS, around one in five UK adults is now teetotal – eight per cent more than 10 years ago. Indicating this isn’t a trend set to die out any time soon as the younger generations grow up and carry on this moderate approach. As long as brands like Eisberg continue to provide premium, interesting and most importantly, tasty, low and no alcohol alternatives it’s a category that will keep on growing.
This is one of the reasons Eisberg is experiencing such growth, as our wines are made the same way as all high quality wines, with the alcohol removed at the end of the process, allowing us to maintain those much-loved vibrant, fruity flavours. They are also low in calories, with less than 33 calories per glass.”
Organic is another growth trend, says Andrew Turner: “Organic options are in higher demand as people search for brands doing things ‘the right way’. The Colle Baio Organic Prosecco by II Cole is their first organic prosecco Superiore DOCG. The quality is down to the wine making method, with the grapes collected and blended in the same plot of the vineyard.
Dan Harewood added: “Sparkling wines are perfect for celebrations of all kinds. Although Prosecco is still the goto celebratory drink, English sparkling wine is also seeing a surge in popularity, with about four million bottles sold in Britain in 2018, up from about three million bottles in 2016. Smith and Evans, from Somerset, make stunning traditional method sparkling wines to rival the best in the country.”
“For more celebratory occasions, the Gran Reserva is the perfect fit, with limited production and 24-26 months ageing in the barrel followed by four years minimum in the bottle
“Consumers’ attitudes are changing,” says Tine Van Nevel, Brand Director at BACARDÍ Europe, “so it’s crucial to stay on top of developments. We’ve noticed a shift to drinking less but better – drinkers are more educated and less willing to sacrifice quality for price. The rise of premiumisation in the rum category is a huge opportunity for wholesalers. Premium rum drinkers are growing and as sales continue to increase this will support wholesalers expanding their range of premium rums, which typically come at a higher price point.
“Customers are experimenting with spirits more than ever. The rise of pink gin has helped open consumers’ minds to trying new things and people are learning more about what they like and dislike.
“Rum sales are on the rise, with alternative flavours growing fastest at 12.6%. Dark rums are also enjoying healthy growth while white rum and golden rums are decreasing. However, white rum still makes up 37% of the rum category, and BACARDÍ Carta Blanca is the UK’s biggest rum by volume.”
BACARDÍ Spiced’s launch follows BACARDÍ Ginger’s introduction last year and BACARDÍ Raspberry before that. This summer sees another new product join the Carta portfolio, BACARDÍ Coconut.
Last year BACARDÍ also launched a new premium rum, BACARDÍ Añejo Cuatro, aiming to attract new drinkers at an accessible price point. Also in the premium range they have relaunched BACARDÍ Reserva Ocho, a sipping rum aged 8 years, and later this year will expand the range even further with BACARDÍ Grand Reserva Diez, BACARDÍ’s most premium offering to date.
BACARDÍ recently conducted a shopper study showing that customers named how easy a spirit is to serve as a key factor when choosing spirits. In response BACARDÍ have launched RTD cans of classic BACARDÍ serves and cocktails including the Mojito, Raspberry Spritz, BACARDÍ and Cola, and Spiced and Cola, and later in the year are introducing BACARDÍ Ginger and Lemonade to the RTD portfolio.
Finally, demand for flavoured spirits continues to grow and is set to be the next big trend in rum. BACARDI?Ginger offers a high-quality flavoured rum offering for spirits drinkers who are excited by innovative new tastes and experiences.
“The golden rum segment is growing faster than white, dark or spiced rums,” says Sarah Doyle, Vice President – Europe, for BACARDI rum. “Spirits drinkers are looking to experiment with new and interesting flavours and we have introduced BACARDI Ginger as a response.”
Bacardi-owned MARTINI has announced the UK launch of MARTINI Fiero, a new entry to the summer drinks market designed to attract a younger adult audience. With £2 million behind the brand in its first year alone, MARTINI Fiero is MARTINI’s biggest product launch in recent years.
“As the trend for bold flavoured, brightly-coloured drinks continues to thrive,” says Beppe Musso, MARTINI Master Blender, “MARTINI Fiero distinguishes itself by delivering 100% natural flavour and colour through a blend of white wines and botanicals.”
The new drink’s zesty, bitter-sweet orange flavour has been crafted to pair with tonic water. The simple 50/50 serve answers the growing consumer appetite for longer, more refreshing ways to enjoy vermouth as part of the aperitivo occasion, an Italian way of life establishing a home away from home in the UK.
MARTINI Fiero & Tonic is a refreshingly simple serve, combining 50% MARTINI Fiero and 50% tonic over a generous serving of ice in a balloon glass with an orange garnish. It is made to enjoy with friends as an aperitivo drink, bringing a taste of Italy to the UK with its bright red colour and summery citrus notes.
Adrian Taylor, Head of On Trade at Roust, endorses the ‘drinking less but better’ Mantra: “The growth of premiumisation highlights that consumers see value in this philosophy as long as the drink experience delivers versus cost. Offering the opportunity to tailor drinks is one of the proven ways to add value. At Latitude last year our Russian Standard brand created a cool bar with seating and a live DJ. It was a huge hit with the festival crowd and highlighted again how building an occasion to bring people together to enjoy quality drinks in a nice environment is the way to add value to your brand and to the ‘bar’. The key is, don’t just think about the drinks, think about the entire consumer experience!
“The big drink trends developing in 2019 centre around Sustainable Cocktails, Craft Fruit Beers, No/Low spirits and Wine in cans. The rise of XR, Our Planet TV docs, climate change campaigning and a desire to remove plastic and food waste is driving both consumers’ and bartenders’ consciences towards sustainability.
Craft beers are starting to broaden their flavour profiles and appeal to wine drinking audiences with well-crafted fruit infused beers. No/Low is growing exponentially as consumers and abstainers latch onto the new wave of adult orientated zero alcohol drinks that tap into the ‘health’ trend and are making this category trendy.”
New from Roust
Vodka infusions with lower ABVs are definitely the new trend in spirits, says Adrian Taylor at Roust: “Citrus Fruits and Botanical flavours are in vogue – expect to see these in more cocktails over the Summer.
Consumers are seeking freshness in cocktails and fresh fruits and herb flavours are definitely in, driven by a desire for more authenticity and connectivity with Mother Nature and less artificial flavours and colours.”
?ubrówka Bia?a, Poland’s No.1 selling premium vodka, number three biggest vodka brand in the world and one of the fastest-growing vodka brands in Europe is launching in the UK alongside Roust’s ?ubrówka Bison Grass vodka. Launched in Poland in 2010, ?ubrówka Bia?a is market leader there in the clear vodka mainstream segment. One in five bottles of vodka bought in Poland is now ?ubrówka Bia?a and the brand is the same size in volume as the entire UK off trade vodka market.
Emma Burns, International Brand Manager at Zubrówka, says: “There is growing consumer demand for new tastes, flavours and freshness in drinks and cocktails, driven by a desire for more authentic brands with a connection to nature. Given its supreme smoothness and clear links to nature, Bia?a is the perfect choice for consumers seeking a premium-tasting base spirit for cocktails.”
Also from Roust, Copalli, an organic, single estate rum sustainably produced at a new craft distillery in the Belizean rainforest has launched in the UK, redefining the craft rum category and made from three simple, pure ingredients; rainforest canopy water, yeast, and non-GMO sugar cane.
Consumers are demanding choice as much as ever, says Amy Burns, Global Marketing Manager – Whisky at Distell, but increasingly their preference is for high quality whiskies. Amy agrees with the other suppliers about trading up:
“We are drinking less in quantity but choosing higher quality products. Consumers expectito find high-end whiskies to enjoy wherever they are, resulting in premiumisation across the licensed trade.
“For newcomers to the whisky market, being faced with a wide selection of high-end whiskies can be daunting, and they are more likely to ease into the world of whisky with cocktails and whisky mixers. Creating that whisky experience for those new to the liquid is an important part of the presentation of any new or established whisky brand. Our Stiùireadair whisky fizz has been particularly popular.
“That said, provenance and ethical, sustainable standards, will always remain high on the priorities of consumer choice. Scotch whisky evokes nature, clear spring waters and handcrafted traditions and that shouldn’t be underestimated when reaching out to new audiences.
“Whisky has been struggling recently, mainly due to the declining popularity of mainstream brands and the industry’s failure to bring in new drinkers. To bring whisky back into growth, we need to become more approachable as a sector. We are seeing more accessible products becoming available, along with a wider variety and range of products.”
Malts are continuing to perform better than blended whisky due to the option of trading up appealing to the discerning drinker and non-aged statement liquids recruiting a new, younger audience. In April, Distell launched a new signature malt, Tobermory 12 Year Old, with a subtly sweet and spicy palette, making it accessible to those discovering whisky, and an enjoyable complexity that keeps it interesting for experienced whisky drinkers.
Distell‘s marketing focus in 2019 is the re-launch of the Tobermory Distillery brand, showcasing its new signature expression, Tobermory 12 Year Old and bringing the Ledaig single malt under the Tobermory Distillery brand. In addition, Distell has significantly invested in its distilleries.
Earlier this year, Bunnahabhain announced a three-year refurbishment programme and Tobermory returned to production after a two-year break.
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