Voice of the Industry: Alcoholic Drinks

February 2022

In the Voice of the Industry series, Euromonitor connects with industry professionals to explore trends and innovations. This report focuses on the alcoholic drinks industry, drawing on a survey of 548 professionals working in alcoholic drinks in over 55 countries around the world.

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This report comes in PPT.

Key Findings

E-commerce and mindful drinking dominate innovation pipelines

While innovation largely took a back seat and was deprioritised during the initial, most disruptive stages of the pandemic, it is increasingly coming back into focus while the rise of e-commerce and the now ubiquitous “no/lo” trend entered the mainstream and will only grow further from here.

Both mindful consumption and e-commerce witnessed impressive gains , impactful new launches and rapidly rising levels of adoption - yet they contextually remain in their infancy due to their historically niche and underdeveloped status.

It is in this context that we should also expect to see these themes topping the list of key innovations in the following years too, at the same time that a segment such as hard seltzers will be focusing on cementing its penetration rates while securing a sustainable future beyond the short-term implications of embracing a fad. 


Voice of the Industry: Alcohol ic Drinks snapshot
New normal? H ome consumption and on-trade recovery in focus
E-commerce roars ahead while discounters quietly gain momentum
Nostalgia, convenience and polarisation cement their positions
Great expectations? Forward-looking sentiment is soaring
A lingering pandemic complicates on - trade recovery
On-trade: recovery is expected over a two-year horizon
Online sales and home leisure expected to continue post-COVID-19
E-commerce and mindful drinking dominate innovation pipelines
Health consciousness and generational shifts at the forefront of “no/lo”
Green future: deciphering the alcohol industry’s interplay with cannabis
Cannabis and intoxicating, non-alcoholic opportunities
About Euromonitor’s Voice of the Industry survey series

Alcoholic Drinks

Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.

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