Experts predict that 2022 will be an incredible year for cocktail culture and the creativity behind the bar, as well as new trends.
Kunal Patel, Founder and Director of Monika Enterprises, shares his prediction on what is happening in the Alco-Bev industry and the trends in India that have transformed several existing mindsets and accelerated emerging trends.
Many of us drank a little too much in 2020 and then went dry with outstanding zero-proof cocktails. During the pandemic, many drinkers began to understand how alcohol really makes us feel, along with an increased awareness of the very human tendency to use alcohol as a coping mechanism. That alongside the wellness movement, more and more people are looking to balance their drinking habits, and bar pros are happy to oblige.
(Abv stands for Alcohol by Volume. It is a standard measure of the amount of alcohol contained in a given volume of an alcoholic beverage.)
Ride on the agave boom (the tequila boom market)
Roaring tequila and mezcal are fueling new categories and expressions of spirits beyond the Indian market. There are now “agave-influenced” spirits on the market, including whiskey aged in tequila and mezcal barrels and even agave vodka. Tequila is the next big thing after Gin. With the current onslaught of gin brands in India, as the market for white spirit grows steadily, the western influence of tequila is on the rise. Tequila is currently one of the most popular spirits overseas with so many celebrities launching their own brands of tequila, one can only wonder what it will be like in the coming years for the Indian market.
Consumption of more premium brands
With an increase in home consumption during the pandemic, people have savored more expensive brands of wine and spirits and become accustomed to the taste. As a result, they have started prioritizing quality over quantity in their drinks and are moving towards premium brands.
Cocktails are here to stay
Since last year, the pandemic has ushered in a new knowledge and penchant for cocktails and spirits. 9 in 10 (88%) millennial drinkers enjoy cocktails when socializing. Top bartenders and mixologists are constantly striving to bring new ideas, techniques and cultural influences, inspiring people to drink better. Cocktails are far from being a “feminine” drink. They are now appreciated by all genders, in the 18-45 age group. The straight drink category, however, is still ruled by mature drinkers with an average age of 50, and is clearly gaining revolutionary momentum. People are now going to bars that have a great menu with unique concepts. They are looking for more information about the history and inspiration behind their drinks.
Quality Conscious (Understanding Your Drink)
It is shown that by 2022, while 50% of consumers would buy more of the same category of alcoholic beverages they consume, 30% would need to switch to higher brands and 20% would spend on new categories of alcohol. . Although the frequency and quantity of alcohol consumption among Indians is declining overall, the ability to “premium” products and increase quality can be a lucrative option for beverage manufacturers. Consumers are increasingly choosing boutique brands and high-end niches, and they’re willing to spend more for that kind of experience.
“Calorie-conscious drinkers” are a growing new subtype. These drinkers have higher expectations than their ancestors and attempt to balance the social and physiological cravings for alcohol consumption with the growing importance of health and support of body and mind… Brands who can capitalize on this contradictory urge will gain market share and usher in a new era of “responsible indulgence”. As consumers prioritize rejuvenation over intoxication, manufacturers have started to use herbal ingredients, botanicals and spices to give products “therapeutic” or restorative properties.