The Future of Wine and Spirits: 2020
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The big stories
Spirits brands have used natural touchpoints to tell a 'better for you' story which triggers permissibility. Meanwhile, craft spirits have continued to evolve and redefine premium. Also as younger Europeans reduce consumption, spirits and wine brands have responded with lower ABV (Alcohol by Volume) options.
In the next two years
Sustainability was already on the agenda but will become more of a deal-breaker as concerns rise over climate change. Also, the 'East meets West' flavour trend will expand to spirits with spicy botanicals. Finally, the trend for moderating alcohol will see European drinkers seek more low-ABV and non-alcoholic options.
In five years and beyond
The trend for moderation of alcohol will spread to younger mainstream consumers in the US and beyond. Concerns over a warming climate will prompt brands to deploy plans to future-proof their supply chains eg, recreating the molecular profile of wine. Finally, spirits brands will perfect using tech to create new products.
A breakdown of what's to come
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