Drinks
Between
By Lauren Sabetta | Managing Editor
Maximizing opportunities
Written by John Kander and Fred Ebb, the sound track “New York, New York” was composed for the 1977 Martin Scorsese film, “New York, New York.” Although the song was originally performed by entertainer Liza Minnelli, it didn’t gain popularity until crooner Frank Sinatra, with his unique vocal abilities, sang: “I want to wake up in a city that never sleeps...And find I’m king of the hill, top of the heap.”
As the current market climate poses challenges for many beverage brands, NielsenIQ highlights in its article “2023 Hard Cider Trends for Emerging Brands” some ways in which these brands, specifically, can rise to the “top of the heap.”
From shifting consumer behaviors to continual inflationary pressures, NielsenIQ highlights five trends for cider brands to better understand and to maximize opportunities, as follows:
Health and wellness trends: Products that advertise wellness attributes — a trend across alcohol categories — are making gains. For example, cider brands with the product claim of “carb free” are up 353% in dollar sales in the past year. By properly connecting the product’s attributes with the wellness terms consumers are seeking, brands can gain consumer attention and make sales in 2023.
1
Consumer focus on sustainability: With the desire to live more sustainable lives, consumers are expecting brands to take on the issue as well. This means an opportunity to align with these benefits. Additionally, Gen Z is beginning to make up a growing portion of legal-aged alcohol drinkers. Sustainable practices will continue to impact cider sales (and all industries) well beyond 2023, so there is opportunity to get it right early.
2
Local market traction: One of the biggest ways hard cider drinkers are shifting their behaviors is by sticking with a local brew. In fact, regional/local brands capture 54% of total hard cider sales. Understanding where the opportunities lie and keeping it focused are key. Taking a closer look at distribution can pay dividends.
3
Inflation pressures: Inflation is changing consumer outlook and leading them to become unsettled and avoid spending on products they don’t deem necessary. One area to focus on is product assortment. Revitalizing an assortment strategy can help keep margins strong and keep hard cider brands going strong.
4
Unique flavor profiles: Not only is there a wealth of flavor options on the market, but some are also seeing much better growth than others. The Top 5 flavor profiles in terms of year-over-year (YoY) growth include cucumber, blueberry, passion fruit, tea peach, and strawberry lemonade. In fact, cucumber hard cider sales are up 3,960%. Brands can highlight the flavors, update product listings, and connect with consumers.
5
When it comes to protecting a brand from economic turmoil, shifting consumer behaviors, and staying ahead of the competition, hard cider brands are no different.
“The most important thing to do is to stay on top of shifting trends,” the article states. “This means you should be using both POS and panel data to understand your position in the market and what the overall category looks like.”
To read more about the hard cider segment and the rest of the U.S. beer market, check out the 2023 U.S. Beer Market report. BI
In advance of National Hot Sauce Day (Jan. 22), MTN DEW Baja Blast rose to the occasion, with the release of its first-ever MTN DEW Baja Blast Hot Sauce. To create this one-of-a-kind sauce, MTN DEW partnered with famous Houston sauce shop iBurn, led by James “Hot Sauce Boss” Beck, it says. This special sauce marries Baja Blast’s beloved tropical lime flavor with a spicy medley of tomatillos, habanero peppers, green chiles and jalapeño peppers for a taste straight from Baja Island, it adds. Made in exclusive batches — only 750 bottles — consumers had a chance to win the MTN DEW Baja Blast Hot Sauce at MountainDew.com.
A ‘Blast’ to the
It’s Your
Spot
Seagram’s 7 announced it is teaming up with actor and comedian Iliza Shlesinger to launch its new, It’s Your Spot campaign. Inspired by dive bar regulars and how they have transformed their spaces into local staples over the years, the campaign features videos from the brand that shine a light on how unofficial drinking spots can often become the centerpiece of great memories. The new It’s Your Spot videos — “Football” and “Fishing”— highlight the uniqueness of such destinations. “We love how this new campaign is a celebration of all the special off-premise spots that have extraordinary meaning to those ‘Regulars’ who know,” said Dina Krannich, senior brand manager of Seagram’s 7, in a statement. “These spots pull together elements that connect to the feeling of being back in our regular bars we know and love.” Shlesinger added: “Sometimes the best things in life can be pretty unconventional. The thing I love most about Seagram’s 7 is that you don’t need all of the bells and whistles to make an amazing cocktail while making equally amazing memories. As long as you’re with great company, the rest will fall into place.”
The fusion of coffee and spirits has created one of the fastest growing drinks categories in the on-premise, with plenty of room to grow.
In its recent article, “The perfect blend: Coffee-flavored spirits in the On Premise,” CGA Powered by NielsenIQ, notes that this serve phenomenon demonstrates how brands can drive significant return-on-sales (RoS) growth in the on-premise when linked to a serve that taps into current flavor trends and consumer need states.
“The coffee liqueur serve, topped with cream liqueur, has become the latest drink ritual amongst younger consumers, in the same way ‘bombs’ swept across drinks menus a few years ago,” the article states. “As well as meeting consumer needs on key occasions such as treat and social occasions with friends, the serve also taps into the growing coffee flavor trend within spirits.”
Further, noting flavor insights from CGA by NielsenIQ, the article points to the market penetration of these flavored spirits.
“Coffee-flavored spirits have achieved good penetration into the cocktail market. CGA’s Mixed Drinks Report and BrandTrack data show more than a quarter (27%) of cocktail consumers have bought one — four percentage points more than 12 months earlier,” it states.
Did you Know?
Tropical vibes year-round
Vita Coco and Captain Morgan are joining forces to serve up summer vibes year-round with the launch of Vita Coco Spiked with Captain Morgan. “There’s a point every year when people are ready to kick winter to the curb, and Vita Coco Spiked with Captain Morgan delivers the taste of the tropics that are synonymous with the fun of warmer days. And that’s what this collab is all about — keeping the spirit of summer going year-round,” said Anne Nosko, vice president of Captain Morgan,
in a statement. Mike Kirban, executive chairman and co-founder of The Vita Coco Co., added: “Everywhere you go in the tropics, people are mixing their favorite spirit with coconut water. Today, I am excited that Vita Coco Spiked with Captain Morgan is bringing the tropics to backyards and refrigerators everywhere. The new, 5% ABV ready-to-drink cocktail comes in three iconic rum-based offerings — Piña Colada, Strawberry Daiquiri and Lime Mojito — all three cocktails are best served chilled from the can. Vita Coco Spiked with Captain Morgan is on shelves nationwide wherever spirits-based ready-to-drink beverages are sold.
Vita Coco and Captain Morgan are joining forces to serve up summer vibes year-round with the launch of Vita Coco Spiked with Captain Morgan. “There’s a point every year when people are ready to kick winter to the curb, and Vita Coco Spiked with Captain Morgan delivers the taste of the tropics that are synonymous with the fun of warmer days. And that’s what this collab is all about — keeping the spirit of summer going year-round,” said Anne Nosko, vice president of Captain Morgan, in a statement. Mike Kirban, executive chairman and co-founder of The Vita Coco Co., added: “Everywhere you go in the tropics, people are mixing their favorite spirit with coconut water. Today, I am excited that Vita Coco Spiked with Captain Morgan is bringing the tropics to backyards and refrigerators everywhere. The new, 5% ABV ready-to-drink cocktail comes in three iconic rum-based offerings — Piña Colada, Strawberry Daiquiri and Lime Mojito — all three cocktails are best served chilled from the can. Vita Coco Spiked with Captain Morgan is on shelves nationwide wherever spirits-based ready-to-drink beverages are sold.
March 2023 | bevindustry.com