1. South Africa - Increases in craft liquor
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 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.
2, Tastes will become more adventurous
Consumers are developing more adventurous tastes for food and drink. Increased travel, the litany of cooking shows, YouTube food channels and Instagram food porn, all expose us to new ingredients and flavour combinations
3: Clean drinking
Breweries, distilleries and wineries are putting fresh and local ingredients front and centre in their response to consumer demand for healthy choices. For some brands, such as Scotland’s Caorunn Gin, the use of local ingredients is at the core of their ethos. Bompass & Parr’s ‘Anti-AGin’ is made with botanical ingredients like collagen, nettle, Gotu Kola, chamomile, witch hazel oil and burdock, which make the drink “the alcoholic equivalent of a facial”.
4: Packaging becomes a product
As the unboxing video phenomenon shows, packaging is fast becoming as important to consumers as the product inside. Many brands are using it as a platform to demonstrate innovation and engage tech-savvy consumers.
5. South African consumers are going through a stage of experimentation Flavoured spirits and premium / super premium brands are seeing and increase in sales. This has unlocked a treasure cove of new brands and range extensions, making the local market even more enticing to global brands.