Top 10 drinks trends for 2017

7th February, 2017 by Lucy Shaw

If there’s one theme that’s influenced the alcohol sector over the past few years, it’s craft. The explosion of independent breweries and distilleries over the past decade laid out the principles of craft – small batch, high quality, provenance and experimentation, writes digital agency Kerve.

The big brands have been quick to co-opt the design cues and language of these independent producers.

In some cases they’ve simply bought those who were challenging them.

Encouragingly for consumers, the major players also seem to have adopted the independents’ taste for experimentation, in product, packaging and marketing.

“Sick of all things establishment and big business, consumers turned their backs on the big faceless homogenous brands that had provided for them and satisfied them, and their parents, for decades.

“Consumers thirsted after smaller, more credible brands and business that reflected the values that they had been forced to adapt,” said Elliot Wilson, strategy director at The Cabinet.

In this round-up we will examine how this increasing experimentation by brands, and the changing tastes of consumers, influenced the alcohol sector in 2016; and conclude what it may mean for marketers in 2017.

The full Kerve drinks trends report can be found here.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

UK Brand Ambassador - That Boutique-y Gin Company

That Boutique-y Gin Company
Tunbridge Wells, Kent, UK

Senior National Account Manager – Grocery (Craft Spirits)

Maverick Drinks
Tunbridge Wells, Kent, UK

Senior National Account Manager – Wholesale RTM (Craft Spirits)

Maverick Drinks
Tunbridge Wells, Kent, UK

Digital Marketing Manager

Master of Malt
Tunbridge Wells, Kent, UK

Experienced On Trade Sales Person

Borough Wine Imports
London, GB

3 x Business Development Executive

The Lakes Distillery Company Limited
Newcastle head office and nationwide, UK

Editor

Master of Malt Ltd
Tunbridge Wells(Kent)

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Liverpool

Brand Manager

Hallgarten Druitt
Luton, UK

Experienced On-Trade Salespeople Required

Portal Wines and Spirits
London, UK

Purchasing and Sales (Wine Trader)

JF Tobias
London, UK

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Cambridge / Peterborough / Bedfordshire, UK

The Global Merlot Masters 2017

Deadline : 17th April 2017

db Awards 2017

Deadline : 28th April 2017

The Global Organic Masters 2017

Deadline : 14th April 2017

The Global Sparkling Masters 2017

Deadline : 12th May 2017

Click to view more

Global Chardonnay Masters 2016

Now in its fourth year, the competition will identify the best Chardonnay from all around the world in every price range.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

The Global Malbec Masters 2016

the drinks business is proud to announce the inaugural Global Malbec Masters 2016.

Click to view more