Discover the latest global trends and innovations across the wine and spirits markets. Our forward looking report identifies areas which are evolving, consumer attitudes and important advances expected across the next five years and beyond.

Where we are now

Spirits and wines have continued to dial up naturalness to flag permissibility, led by hard seltzers. Brands have adapted to offer relevant drinks for increased at-home usage, ie spirit-based RTDs* and wine for food pairing. Finally, in Asia, local spirits were active in innovating local flavours to target younger drinkers.

In the next two years

The downturn will create a more challenging context and brands must work harder to keep drinkers engaged. Stressed, cash-strapped drinkers will opt for less but better alcohol, and brands must prove their value by offering relaxation or quality cues. The trend for simplicity will resurface as drinkers opt for minimalist flavours.

In five years and beyond

Sustainability will bounce back, having been overshadowed by the downturn, and brands must tell a human welfare story. Innovations that offer hangover-free alcohol will have been developed and launched. The trend for wellness will surge and brands will add overt on-pack health warnings to anticipate government regulation.

Expert analysis from a specialist in the field

Written by Martin Pasco, 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.

The fallout from a COVID-19 downturn means brands need to offer simple choices, own their role in relaxation, and prove value to drinkers by flagging quality cues.

Martin Pasco
Global Food & Drink Analyst

Table of Contents

  1. where we are now

    • EMEA: naturalness and hard seltzers
    • APAC: exciting flavours and local spirits
    • Americas: empathy and better-for-you recipes

    • Push relaxation benefits harder to prove value
    • Offer simplicity in a complex world
    • Flag quality credentials to prove value
    • [Graph] US: selected reasons for drinking alcohol, September 2019 versus October 2020
    • [Graph] Global: hard seltzer/hard sparkling launches by region, Jan 2016-Dec 2020
    • [Graph] Global: selected flavours in flavoured white spirits* and spirit-based RTD** launches, January-December 2020
    • [Graph] US: nations associated with expertise in premium spirits, July 2020
    • [Graph] Global: consumers who have resolved to cut back on alcohol intake, July 2020

    • Sustainability roars back
    • Innovations mitigate symptoms of hangovers
    • Alcohol becomes the new tobacco
    • [Graph] Global: top five ethical and environmental claims used by wine and spirits launches, July 2015-June 2016 vs July 2019-June 2020
    • CBD infusion to reduce hangover
    • Sulfite-busting additives to mitigate headache
    • Serotonin-boosting wine with reduced after-effects

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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