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The Future of Wine and Spirits

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

  • Nature knows best
  • The evolution of premiumisation
  • Competing in an age of disruption

What you need to know

The big stories

Successful premium brands have adapted to the evolution of luxury. Alcohol brands that dial up their natural credentials are more permissible for a health-conscious modern drinker. Rapid technological and societal changes also mean small, agile ""insurgent"" brands are now a far greater threat to big heritage brands than evere before.

In the next two years

Lowering alcohol levels can help brands meet drinkers' needs for healthier, more controlled lifestyles. In North America, cannabis is likely to be a short-term threat to wine and a longer-term threat to spirits. Younger drinkers are attracted to brands that embrace collaboration, whether it be with other drinks brands or themselves.

In five years and beyond

As the global centre of gravity shifts East, Asian spirits will play a far bigger role in Western drinking habits. Alcohol brands will finally have to follow other food and drink brands in displaying their nutritional profile on pack. Watch out for new plant-based alcohol innovation, such as spirits fermented from natural tree bark.

Expert analysis from a specialist in the field

Written by Jonny Forsyth, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Craft spirit brands have tapped into the changing definition of premiumisation. However, 'craft' itself is now evolving fast: the proliferation of hundreds of new craft spirit brands has led to a fight for authenticity, and craft spirits are no longer a purely Western trend, but a global phenomenon. Jonny Forsyth
Associate Director - Mintel Food & Drink

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What's included

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Table of contents

  1. the big stories

    • The evolution of premiumisation
    • Nature knows best
    • [Graph] US: white spirit important attributes, by age groups, US, 2018
    • Competing in an age of disruption
  2. the next two years

    • Lower ABV means higher sales
    • Cannabis threatens alcohol sales
    • Collaboration is the future of innovation
  3. in five years and beyond

    • key market data

      • [Graph] Global: wine, volume sales, top five markets, 2018 (est)