In 2020, the global alcoholic drinks market faced a genuinely unprecedented collapse that proved to be far worse than the depths of the 2008 Great Recession while overshadowing every other major regional, macro or black swan event-driven crisis in the past couple of decades. What are the key developments, learnings and nascent trends following such a seismic paradigm shift?
This report comes in PPT.
While the collapse of the on-trade will leave some scarring with many outlets not surviving the consecutive waves of disruption, the potential for a pendulum swing towards re-embracing hedonism, socialising and high-energy occasions is very likely as the first signs of a roaring return to hospitality are already present.
Mindful drinking, sober curiosity and moderation coming of age coincided with the spike in interest in physical and mental health that has, in turn, accelerated further during the pandemic. The segment will evolve into the realms of functionality while providing differentiated offerings but a counter-trend focusing on indulgence and hedonism could well moderate its historic momentum.
The depth, intensity, and impact of the pandemic was not uniform, and recovery will be equally uneven and dependent on vaccination roll-outs, efficacy and uptakes as much as on the robustness and sustainability of government support schemes.
While the premiumisation narrative proved to be far more resilient than initially expected over the course of the pandemic, that was largely down to the fact that generous government support schemes and limited alternative discretionary expenses supported it. As the macroeconomic ripple effects hit after the health emergency has passed, polarisation will gain traction instead.
Belatedly, and following years of complacency and legislation-induced hesitancy, the alcohol industry is embracing digitalisation and online sales. This will become a major pillar for sales, branding and the consumer journey that will only accelerate
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.See All of Our Definitions
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