UK reveals its sweet tooth

An emerging trend towards sweeter styles is bringing new consumers into the spirits category, according to UK on-trade data specialists CGA Strategy.

Citing examples such as Captain Morgan’s Spiced Rum, which has seen 16% volume growth in the latest MAT figures, CGA’s Kylie Poole observed: “These sweeter-tasting drinks are playing an important part in recruiting new drinkers to the spirits category as a whole, dispelling preconceived consumer ideas that all spirits are strong and bitter tasting.”

In particular, she picked out those consumers who traditionally drink RTDs and fruit ciders as fertile ground for spirit brands, highlighting marketing activities which are “aggressively targeting” these key demographic.

Examples so far have included Malibu’s efforts to woo female consumers with its Malibutique pop up bars and Nails Inc collaboration, while Red Stag has focused on the 18-24 year old market with its university tour programme and presence at UK summer festivals.

Poole also pointed to further momentum behind the trend in the form of new product development, noting: “Much NPD within the spirits category has focused on sweet-tasting flavoured products.

“Smirnoff Flavours is the clear success story here, and the recent additions of Whipped Cream and Marshmallow emphasis this trend. However, other brands such as Antic Sambuca and Absolut vodka have successfully delved into the flavoured realms, and the flavours chosen are increasingly a sweeter taste.”

Poole went on to suggest that sweeter flavours are also driving product development within the cider category. She highlighted how “The new fruit ciders come in super-sweet flavours such as strawberry or toffee apple, and are more akin to an RTD than their traditional apple cousin.”

For full analysis and predictions of key trends for in 2012, look out for the drinks business Trends Report 2011.