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1、|12023 Beverage Alcohol TrendsMarket Watch for Beverage ProducersV|1Table of ContentsTrend#1:Low-Alcohol&Non-Alcoholic Beverages 2Trend#2:Ready-to-Drink Cocktails 4Trend#3:Sustainability 5Trend#4:DTC Alcohol Sales 62023 Economic Outlook for the Beverage Industry 8Conclusion 10References 11The bevera

2、ge alcohol industry has seen significant changes in the past few years,with 2021 and 2022 bringing both growth and challenges.Despite disruptions caused by the COVID-19 pandemic and plateauing growth in many segments,consumers are still thirsty for new and exciting products and innovative brands.As

3、we move into 2023,its essential for beverage producers to stay on top of the latest trends in order to prepare for whats coming next.In this report,we will discuss some of the most relevant trends in the industry and how they could impact beverage producers.Well cover the rising demand for low-alcoh

4、ol and non-alcoholic beverages,the popularity of ready-to-drink cocktails,the importance of sustainability,economic challenges,and premiumization.By staying informed about these trends,beverage producers can better position themselves for long-term success by capitalizing on time-sensitive opportuni

5、ties and meeting evolving customer |2Trend#1:Low-Alcohol&Non-Alcoholic BeveragesMany in the beverage industry have taken note of the growing trend of low-alcohol and non-alcoholic(NA)beverages.With the increasing public thirst for NA beverages in particular,manufacturers are in a better position to

6、invest in creating experimental new NA products.Despite the consumer appeal,cost has long been a prohibiting factor for manufacturers looking to expand into this market.1 Creating good-tasting,non-alcoholic spirits,beer,or wine requires equipment and experience and,until recently,the market for NA b

7、everages has been too small to make the investment worth it.But that has all changed in the last several years.NA and low-ABV beverages now account for 3.5%of sales volume in key markets.2 Early on in the growth of NA beer and hops-based beverages,their production was limited to a handful of special

8、ty producers like Athletic Brewing,Two Roots Brewing Co.,and Hoplark(makers of HopTea).Now,many breweries across the country sell some version of a low-or no-alcohol beer,whether its on tap year-round or a limited release.Rising costs could put limits on the growth potential for the NA beverage segm

9、ent.NA beverage prices have sharply increased over the past two years,and many Americans are limiting discretionary spending as a result of inflation.3 But though it presents a mediating influence on the trend,we believe cost will not prevent continued growth in this category.With general alcohol co

10、nsumption down4 and the youngest generation of alcohol consumers practicing moderation,5 we expect the market share of low-alcohol and non-alcoholic beverages to grow significantly in |3In the United States,sober drinkers of NA beverages account for just 23%of consumers in this category.Marketing No

11、n-Alcoholic BeveragesNon-alcoholic beverages are not just for folks who are sober or abstaining from alcohol consumption completely.In the United States,sober drinkers of NA beverages account for just 23%of consumers in this category.6 That means moderation,not abstinence,is the key driver of this t

12、rend.Recent growth of NA beverage market share is likely a result of younger generations moderation and risk-aversion,7 as well as the sober-curious movement.For these reasons,marketing NA beverages as sessionable and healthy substitutions,rather than complete replacements for alcoholic beverages,is

13、 the way to go.And like any other product launch,consider all the ways you can get the word out.Put obvious signage in the taproom,make a series of social media posts,promote your NA products in your email newsletters,and display them prominently on your |4Trend#2:Ready-to-Drink CocktailsReady-to-dr

14、ink(RTD)cocktails are also poised to grow significantly in 2023.With the recent decline in hard seltzer sales,other RTD cocktails will likely advance to take a larger percentage of market share this coming year.8 Interest in this category grew during the early years of the pandemic,when bars and oth

15、er venues were closed and consumers began to drink more at home.But despite bars,clubs,and restaurants reopening,demand for RTD cocktails has continued to grow.9RTD cocktails encompass a wide range of products including some hard seltzers,wine spritzers,and spirits-based cocktails.Research shows tha

16、t pre-mixed cocktails,particularly those made with vodka or tequila,are leading over other types of RTD beverages.And as tequila sales continue to outpace other spirits,we expect that tequila-based RTD cocktails will do particularly well this year.10Though were confident that spirits-based RTD cockt

17、ails will grow in 2023,dont give up on hard seltzer just yet.It still accounts for 60%of sales in the RTD category certainly nothing to sneeze at,even if other RTD beverages are gaining a stronger foothold here.11Legal Barriers for New Beverage TypesAs consumers gravitate toward summer-oriented beve

18、rages like RTD cocktails,we cant dismiss the cannabis-infused beverage market as a competitor here.But with a complicated amalgam of state and federal laws about CBD,hemp,and THC-infused beverages and who can sell them,you arent likely to see cannabis-infused beverages competing with RTD cocktails f

19、or shelf space on a large scale anytime soon.And as folks in our industry know all too well,legal and compliance challenges exist around every corner.While nearly every state permits flavored malt beverages(such as hard seltzer)to be sold in grocery stores with beer and wine,the same cannot be said

20、for spirits-based RTD cocktails.16 states prohibit the sale of spirits-based RTDs in grocery stores.These uneven laws may restrict the growth of spirits-based cocktails in this |5Trend#3:SustainabilityEach new year seems to bring a barrage of severe and“once-in-a-generation”weather events.The effect

21、s of climate change are taking a toll on alcohol producers across a variety of niches.Wine growers,for example,fight historic droughts,massive wildfires,and unpredictable frost and freeze.Climate change is also responsible for some of the price increases in wine because of reduced yields and higher

22、insurance costs.12 The rapid warming of our planet will continue to impact our communities and the ability to do business,so many breweries and wineries are evaluating ways to reduce their waste and carbon output in the manufacturing process.Some manufacturers are sourcing more sustainable packaging

23、 such as lightweight bottles or flexible plastic.13 By cutting back on the weight of the packaged beverage,fewer fossil fuels are required to transport products to the consumer.One of the biggest environmental concerns around breweries is excessive freshwater usage,since about 95%of beer is composed

24、 of water.But that doesnt even begin to account for all of the wastewater and organic waste that results from the brewing process.Interested breweries might consider assessing their facilitys water usage and wastewater production and follow guidelines from industry organizations like the Brewers Ass

25、ociation for reducing both.14Other ways that producers are experimenting with sustainable practices include:Electrifying their delivery vehicles Adding solar power to their facilities Testing carbon dioxide recapture technology Shifting to local vendors and suppliersGoing Green?Transparency Is Key48

26、%of American alcohol drinkers say their consumption decisions are influenced by a companys sustainability.15 Its not enough to simply be more sustainable in your manufacturing and supply chain.You also need to share your commitments to sustainability and be transparent about whether you meet your go

27、als.Sustainable practices serve a dual purpose:they reduce waste/emissions and show consumers that youre committed to sustainability in your supply chain.No matter how you choose to prioritize sustainability in your business,integrating the mission into your marketing is critical to receive maximum

28、benefits.Let your customers know that their support(AKA buying your products!)is shifting the environmental impact the alcohol industry has on the world we live in.Anyone considering buying from you probably already likes the product type youre offering give them a reason to feel good about buying i

29、t from you instead of someone |6Trend#4:DTC Alcohol SalesDuring the height of the pandemic,when many tasting rooms closed their doors and liquor stores were shuttered,some states temporarily expanded DTC shipping and sales options for alcohol manufacturers.Now,regulators are weighing the feasibility

30、 of permanent changes to laws prohibiting the shipping of alcohol.The issue is fraught with legal complications and quirks.47 states allow wineries to sell wine direct to consumer(DTC).16 But only a handful allow the shipping of beer and/or spirits.17 The reason we still expect DTC alcohol sales to

31、grow this year is the strong public demand for this service.54%of regular drinkers of craft beer say they would purchase beer DTC if the option was available in their area.18 With craft beer struggling to keep pace with the growing popularity of imported beer,a broader access to DTC beer sales could

32、 be a boon for craft beer |7The Winery Playbook for DTC SalesFor years,wineries have led the alcohol industry in adoption of DTC sales.Amid sluggish taproom and tasting room traffic,producers in many segments are increasingly turning to DTC memberships to boost the bottom line.Winemakers have more o

33、ptions than breweries or distilleries thanks to a coordinated,intentional lobbying effort to legalize DTC wine sales on a state-by-state basis.19 To be successful in gaining access to more states,the beer and spirits industries could borrow a few pages from the wine industry playbook.Lobbying and co

34、nsumer advocacy are as important as ever.Funding is also key to support parallel lobbying efforts in multiple states and to have a coordinated consumer advocacy response when bills need the extra push to cross the finish line.Unity within and between segments of the alcohol industry will also be cri

35、tical.Success will come much easier if craft brewers and distillers can stitch together coalitions with larger producers as well as the guilds in each state where laws are being |82023 Economic Outlook for the Beverage IndustrySupply Chain Challenges&Effects of InflationWhile most of the initial sup

36、ply chain challenges caused by the pandemic have been resolved,we expect this issue to continue in 2023.For one thing,international affairs are affecting producers in the U.S.and Canada.Ukraine grows much of the worlds grain,and the Russian invasion caused a global grain shortage that drove up price

37、s.21 Many breweries struggled to source necessary raw ingredients from their usual suppliers.Even when the war is over,it may be years before Ukrainian agriculture can return to pre-war levels.22 Manufacturers who rely on wheat,barley,and other grains for their products should prepare for continuing

38、 cost and supply challenges this year.And,in general,rising costs across the board have squeezed already-slim margins for alcohol producers.In the beer industry,craft brewers are dealing with price hikes on malt,aluminum,cardboard,and more.Wineries have struggled for years to source glass bottles,an

39、d the ones they can find are much more expensive than they used to be.The growing popularity of collectives and consortiums like the Independent Brewers Alliance can help beer producers negotiate better prices,but these organizations cant solve every pricing problem.23Premiumization&Cautious Consume

40、rismAs high prices continue to be a sore spot for consumers and producers alike,were seeing a realignment toward |9Communicating Quality to CustomersWith the rising cost of ingredients and packaging,many beverage producers are struggling with whether to adjust their own prices.Its a big decision tha

41、t impacts revenue projections,distributor relationships,and even customer satisfaction.If youve crunched the numbers and decided to increase prices,make sure your transition plan includes a marketing strategy.Dont quietly change sticker prices on your four-packs or wine bottles and hope for the best

42、.Be proactive!With the premiumization trend in mind,think about how you can communicate the quality and uniqueness of your brand to customers.Do you pride yourself on your ingredients and local suppliers?Do you do meticulous research and development in the lab on every new product?For wineries,have

43、you told the story of your vineyard and the passion thats behind every bottle?Whatever the case,focus on the craftsmanship and give customers clear reasons why your products are worth every penny.premiumization among alcohol consumers.Most who regularly drink alcohol are affluent enough to be largel

44、y insulated from the worst discomfort of rising inflation.Still,many of these buyers are also value-conscious,which is why theyre trending toward premiumization,or purchasing more expensive,high-quality beverages in small quantities instead of larger quantities of low-quality beverages.Premiumizatio

45、n is not a rejection of the forces of inflation,but rather one expression of consumers value-driven purchasing.Among consumers without the same financial resources,we see folks cutting back on alcohol budgets and purchasing from bulk discount stores.24 Inflation is showing signs of slowing,which may

46、 ease some of the pressure on consumer budgets.25 But prices wont be returning to pre-pandemic levels anytime soon(or,likely,ever),so we expect consumers to continue making difficult decisions about what discretionary purchases they can afford this |10ConclusionAfter the turmoil of the past several

47、years,the alcoholic beverages industry is stabilizing and adapting to todays most pressing challenges.While its impossible to say for certain exactly what the next year holds,we are confident that trends like NA beverages,RTD cocktails,sustainable practices,a push for DTC sales,rising prices,and con

48、sumer premiumization will continue to shape the industry.It appears that the worst of both the COVID-19 pandemic and the inflation crisis are behind us(knock on wood),so this year provides an opportunity for businesses to reprioritize and move forward.Want to stay in-the-know on industry trends year

49、-round?Visit the Craftlab blog and subscribe to our monthly newsletter!|11References1 “Why Are Non-Alcoholic Drinks so Damn Expensive?”The Zero Proof.Accessed January 31,2023.https:/ Low-Alcohol in Key Global Markets Reaches Almost US$10 Billion in Value.”IWSR.https:/ “Rising Prices for Non-Alcoholi

50、c Beers Could Alienate Some Customers,Shift Category Trajectory.”Good Beer Hunting.November 22,2022.https:/ “Alcohol Drinking Declines and Sobriety Spreads as Consumers Slash Discretionary Spending.”Morning Consult.May 9,2022.https:/ “Category on the Rise:Non-Alcoholic Wine,Beer,and Spirits.”BevAlc

51、Insights.Drizly.https:/ “No-and Low-Alcohol in Key Global Markets Reaches Almost US$10 Billion in Value.”IWSR.Accessed January 31,2023.https:/ “Insights into the Gen Z Drinker:Alcohol Consumption,Drinking Habits&Trends.”Numerator.September 16,2021.https:/ “Hard Seltzer No Longer Alcohols Champ,But S

52、till Swinging.”Good Beer Hunting.December 30,2022.https:/ “Spirits-Based Ready-to-Drink Beverages Experience Tremendous Market Growth.”Distilled Spirits Council of the United States.September 14,2022.https:/www.distilledspirits.org/wp-content/uploads/2022/09/Final-DISCUS-Handout-9.14.22-v2-1.pdf.10

53、“Whats now and Whats Next?Beverage Alcohol Industry Webinar.”Nielsen IQ.December 6,2022.Video,57:00.https:/ “Led By Spirit-Based RTDs,Value Growth of Ready-to-Drink Category Outpaces Volume Growth.”IWSR.Accessed January 31,2023.https:/ “State of the Wine Industry Report 2023.”Silicon Valley Bank.202

54、3.Accessed January 31,2023.https:/ Dolan,Dawn.“Thirst for Sustainability Permeates the Wine Industry.”Wine Industry Advisor.November 14,2022.https:/ “Water and Wastewater:Treatment/Volume Reduction Manual.”Brewers Association.Accessed February 16,2023.https:/www.brewersassociation.org/attachments/00

55、01/1517/Sustainability_-_Water_Wastewater.pdf.15 “Key Trends Driving the Global Beverage Alcohol Industry in 2022.”IWSR.Accessed January 31,2023.https:/ “DtC Alcohol Industry in the U.S.”Statista.July 6,2022.https:/ “Number of States that Allow Direct-to-consumer Alcohol Sales in the United States i

56、n 2021,by Type.”Statista.https:/ “New Survey Shows Many Craft Beer Drinkers Want Brews Shipped Directly to Their Doorsteps,But 75%of States Prohibit Direct-to-Consumer Beer Shipping.”Brewers Association.March 9,2022.https:/www.brewersassociation.org/press-releases/new-survey-shows-many-craft-beer-dr

57、inkers-want-brews-shipped-directly-to-their-doorsteps-but-75-of-states-prohibit-direct-to-consumer-beer-shipping/.19 Koral,Alex.“Shipping Alcohol DtCRetailers Trials and Tribulations.”Wine Industry Advisor.October 13,2021.https:/ Carroll,Jeff.“Beer DTC Will Take a Long Time,But Dont Let That Discour

58、age You.”Craftlab.June 23,2021.https:/ “Ukraine Agricultural Production and Trade.”Foreign Agricultural Service.U.S.Department of Agriculture,April 2022.Accessed January 31,2023.https:/www.fas.usda.gov/sites/default/files/2022-04/Ukraine-Factsheet-April2022.pdf.22 Welsh,Caitlin and Emma Dodd.“Rebuil

59、ding UkraineS Agriculture Sector:Emerging Priorities.”Center for Strategic and International Studies.September 13,2022.https:/www.csis.org/analysis/rebuilding-ukraines-agriculture-sector-emerging-priorities.23 Bertnot,Kate.“Costs Rule Everything Around Me Ingredients,Materials Begin to Drive Up Craft Beer Prices at the Wrong Time.”Good Beer Hunting.December 9,2022.https:/ “Consumers Choose to Drink Less to Save More.”IWSR.Accessed January 31,2023.https:/ Rugaber,Christopher.“US Inflation Eases Grip on Economy,Falling for a 6th Month.”AP News.January 12,2023.https:/