Faster drink trends

The buzzwords in drink innovation are free from allergens and sugar, low-calorie, low- or no-alcohol, organic, functional and local. Some of this year’s top trends are the following:

• the less but better trend puts premium products in the affordable luxury category
• the consumption of healthy, wellness and functional drinks is growing fast
• market share of low- and no-alcohol drinks is growing
• hard seltzer is becoming an important drink
• hard coffees and pre-mix cocktail coffees are entering the market
• fizzy is still trendy
• organic wines are conquering the market
• sour remains popular
• spirits makers keep focusing on selling directly to consumers, e.g. online
• less plastic is used in packaging.