SF-June-20

their favourite cocktail while bars and pubs are closed. Now that supermarkets have established pre-mixed cocktail aisles, it’s important to offer something a little different in order to keep customers coming back to you for more. “Fine food retailers looking to stock canned cocktails should search for those companies who are working hard to make sure their drinks are full of natural ingredients and a higher alcohol content, ensuring the flavour is as close to a freshly made cocktail as possible,” explains Emily Mummery of Niche Cocktails – a Suffolk-based @specialityfood 28 W eeks after pubs, bars and restaurants closed their doors for an indeterminate amount of time, the drinks category is seeing a shift in what shoppers are looking for when it comes to beverages – both soft and alcoholic. Understandably, considering the reason behind the impact, health is a top priority of consumers, and trends such as wellness and functionality – previously positioned in the outer echelons of popular usage – are coming to the fore. “Consumers are becoming more health conscious, looking to seek out products that improve their health and wellbeing,” agrees Mike Hughes, head of research and insight at FMCG Gurus. Also, take note of the trend for at- home creation and consumption of beverages which would previously have been enjoyed out of doors such as coffee and cocktails. As well as providing ingredients – quality coffee beans and pods, artisanal spirits and well crafted mixers – there are plenty of products which are ready to go, such as canned cocktails and bottles of cold brew coffee. Trustworthy messaging and quality are key points to be promoted during this unsettled time, while shoppers might be nervous about the stability of their finances. “Worries about a recession mean that consumers are also looking for ways to cut their spending when buying food and drink,” explains Mike, therefore honest messaging around health credentials will “enhance perceptions of value.” Perhaps nowmore than ever, it’s consumer desire to stay healthy and well – without resorting to pills and potions which aren’t as clear-cut (or natural, often). “People are looking for ingredients that help support their body’s natural defenses and keep themwell,” agrees Rosh. “Since lockdown, we’ve seen a 500% uplift in online sales at Humble Warrior, with returning customers up 35%. Global searches for the word ‘immunity’ increased by >30% in the month after lockdown from an already high base according to TasteWise, and this trend has continued. Online means people have more information at their disposal than ever before so they’re more informed about what food and drink is good and not so good. They’re choosing to spend limited cash on what can give them not just taste, but health as well.” Non-alcoholic options “With greater emphasis on our health, one of the first things people do is moderate their alcohol consumption,” explains Paddy Cavanagh-Butler, founder of Punchy Drinks. While direct alternatives to alcoholic beverages are no doubt popular – an easy-to-understand foot in the door of the low/no- alcohol movement – discerning non-drinkers are now looking for a step up into something more complex and satisfying. “There’s loads of non-alc beers and non-alc wines,” Paddy continues, “but often people don’t want a pretender. We saw a big opportunity to create a complex, refreshing, health conscious range of soft drinks to fill this space.” Interestingly, Punchy Drinks offers both alcoholic and non-alcoholic options in its range – a great solution for attracting the (often younger) generation of consumers wanting to moderate their alcohol consumption. “Lots of people are calling Gen Z and Millennials ‘the sober generation’ but the majority of young people are just moderating more.” Pre-mixed cocktails While the advent of canned cocktails a few years ago was largely welcomed by consumers looking to enjoy a tipple al fresco – at a picnic, at the beach or at an outdoor events – now that such occasions are temporarily off the menu, they’re still a viable stocking option to satisfy shoppers who are missing important that independent retailers shout about the credentials of the products they sell. Locally-sourced juices and drinks – if you’re able to get hold of them – will appeal to the ‘support small businesses’ message currently hugely popular, and promoting the drinks you sell on your online and social media channels will help spread the word. Functional drinks While the outbreak of Covid-19 has thrown our health into the spotlight, seeing consumers reset their priorities, “the shift to wellness is not new, and what we’re seeing now is really just an acceleration of that shift,” states Rosh Amarasekara, co-founder of Humble Warrior. The jump of interest in ingredients such as turmeric, ginger, and other herbs and spices is in line with the SPOTLIGHT ON: DRINKS TRENDS With summer 2020 looking a little different to previous years, we look at the trends now shaping the sector Nikki Castley, buyer at Cress Co “The temporary closure of cafes, bars and restaurants has had a huge effect on the drinks category as a whole and sales out are certainly down on where we would expect them to be at this time of year. That said, those people who would ordinarily be enjoying a G&T in their local or an ice-cold ginger beer with their lunch are now ‘drinking’ from home so we are still seeing considerable volume going out of mixers especially tonic. “We have also seen an increase in coffee and tea sales, perhaps a direct result of the many people working from home needing that much needed caffeine hit to get them through their day! Varieties of peppermint and chamomile tea are also high on the shopping list as many people look for some calm amongst all this madness. “The current situation is of course the biggest factor influencing the buying trends in the drinks category as entertaining moves from the bars, cafés and restaurants back into the home. People are trying to find the best way to cope, whether it’s a cup of soothing chamomile tea or a strong G&T, and off-trade ‘to-go’ sales of drinks for home consumption are at the forefront of this category.” DISTRIBUTOR INSIGHT