Alcoholic drinks: 4 key trends for 2017

Here Spiros Malandrakis, senior alcoholic drinks analyst at Euromonitor, rounds up the drinks trends he predicts will shape the industry in 2017, from cannabis cocktails and ‘hometainment’ to genderless marketing.

Hometainment and rise of the ‘Internet of Drinks’

Pernod Ricard’s OPN connected cocktail library

Intoxicating technological advancements will radicalise drinking rituals at home while streamlining the on-trade experience. From holistic ecosystems providing infinite customisation and personalisation options in mixing, purchasing and sharing to accessible home-brewing devices and from apps seamlessly bridging the on and off-trades to initiatives focusing on nano – blending , preserving and reviewing , beer goggles are turning into virtual reality headsets.

Such developments will inevitably have a binary effect; On the one hand they will be disruptive towards established consumption habits but on the other they will prove hugely accommodative for novel concepts on positioning and occasions beyond traditionalist norms.

(Pernod Ricard is just one producer forging ahead in this field, unveiling its OPN connected cocktail system earlier this year. It is expected to be commercially available from early 2018.)

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