Trend Spotting: 10 alcohol trends in UK retail to watch in 2018/19

7. Hybrid drinks

Hybrid drinks continue to find favour with consumers looking for a unique experience. Glenfiddich matures a range of whiskys in casks previously used for storing IPA beers and ice wines, which are available at retailers like Ocado and Tesco, and breweries large and small have been ageing their beers in whisky barrels.

At the boutique end of the spectrum, English winery Chapel Down, which also owns Curious Brewery, ferments both its cider and lager with yeast left over from producing its Chardonnay and Bacchus wines, both of which are available at the likes of Waitrose and Majestic Wine.

While hybrid drinks are more easily found at independent retailers, the move towards premiumisation in the supermarket sector means that even the big players are getting in on cross-pollination.

“We’re conscious that the ‘Big Four’ shopper is getting just as adventurous with their palates as the high-end shopper,” MacRae says, adding that innovation trends are “being increasingly adopted across different value points”, particularly in spirits.