Seven drinks trends to watch in 2018
8th February, 2018
by
Spiros Malandrakis
Hybrid drinks
From combining lager and ale yeast strains to radical barrel ageing amalgamations and from cascade hops in gin to fusion whiskeys incorporating Indian , Scotch and International blends, innovation will mirror the promiscuous nature of that all elusive yet core millennial demographic.
Both cross-category and intra-category hybrids will gain further traction providing a halo effect and maintaining consumer engagement. Some of the most intoxicating opportunities may well lie in between categories instead of inside them.