At The Morning Advertiser’s Future Trends: Spirits event yesterday (3 October), head of on-trade category development at Diageo, Faith Holland, said there are four trends that could unlock growth for spirits – technology, sustainability, authenticity and fluidity.
She said: “Technology has revolutionised our lives. Britain has already seen printed 3D food so could we have a printed 3D cocktail? Or an edible glass that becomes part of the drink itself?"
She outlined what the future of the cocktail and technology future could look like: “You could go into a bar where the bartender takes your photo and it appears printed on your whiskey sour or espresso Martini.”
Britons also appear to becoming more aware of their carbon footprint making sustainability a more important part of drinks.
Future of spirits:
Holland said: “Some people were interested in sustainability, but actually it has become much more of a mainstream trend now.”
She urged delegates to delve into the world of recycling items that they may have previously thrown away. This would not only benefit the environment but also their tills as more customers buy into the story and authenticity of the drink.
She added: “Consumers are interested in the stories that sit behind things they buy and consume. They are inquisitive and intrigued about ingredients and the production processes.”
Holland highlighted drinkers are no longer leading “linear lives” but are living and socialising in a fluid way with increasingly blurred boundaries.
She said: “They are very used to living in a world where categories mash and blur together. In the world of spirits, we have seen craft beer cocktails on the rise and we have also seen twists on classic cocktails."
The spirits expert concluded with her advice on how to make the serve of the drinks unique and stand out from the crowd. “Presentation and serve is key,” she added. “Think about what you can do with vessels, garnishes and even ice to really drive an immersive and ‘Instagramable’ experience for your consumers.”
Sponsors of the Future Trends: Spirits event included headline partners Diageo and Schweppes; associate partners Pernod Ricard UK and the Wine and Spirit Education Trust; and bar partners Warner Edwards, Masons Yorkshire Gin, Slingsby Artisan Gin, the City of London Distillery and Willis Publicity.