13th December, 2016 by Neil Anderson - This article is over multiple pages: 1 2 3 4 5 6 7 8
Moderation in all things
Both of these groups still enjoy drinking, we know this from our WinePRO research and the category data, but the reasons why they will choose one drink over another are less predictable than they were and can range from the look of the label, how the label and story engages with them, to whether the marketing campaign actually connects on an emotional or physical level. We know that the consumer is now looking at lower alcohol content, lower calorie levels and altogether ‘lighter’ drinks to moderate their alcohol intake.
Drinks of a lower proof such as fusion lines like our Mr Gladstone’s Curious Emporium range are going to be more prevalent than ever. In fact a spike this year in fruit fusion wines and confectionery-inspired drinks, suggests that the sweeter taste palettes are not merely a flash in the pan, but are here to stay. We can expect to see more innovative surprises in fusion in 2017.