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106. Inapub Spring magazine 2024 - What's trending
What’s trending…
by ARCHIE MILLS
Embracing new and bold innovative flavours while giving a nod to the classics will help you offer the variety and balance to keep your punters keen this summer. Keep up on what’s new with these insights from drinks category leaders.
Beer
With 34 per cent of consumers reportedly cutting down their spend on eating and drinking out due to the increased cost of living, providing quality beer at a price perceived to be good value is especially important.
Serena Smith, head of category, on-trade at Heineken UK, predicts world lager to be the standout performer this summer.
Spanish lager in particular has been a big winner in the UK, enjoying huge growth.
“Introducing Cruzcampo on draught could prove a lucrative option for operators to boost summer sales, as it taps into the growing demand for authentic Spanish lagers and will evoke memories from trips to Spain, the UK’s top holiday destination”,
says Serena.
Stephen Groucott, on-trade category controller at Molson Coors Beverage Company, agrees: “For drinkers looking to trade up, world lager will be essential in forming part of a balanced range. The category has increased its volume share of draught lager sales in the UK by 4.4 per cent over the last 12 months. This is evident in the success of Madrí Excepcional, which has quickly risen to become the third-biggest lager brand by value in the on-trade.”
Alex Radcliffe, head of marketing for the craft portfolio at Greene King, adds: “This year we have further expanded our range of craft ales with the launch of two new products, Hazy Day and Prior Life. Hazy Day is a juicy, smooth, and fruity 4.3 per cent ABV
IPA while Prior Life, at 3.4 per cent, looks to provide the increasing number of drinkers who are looking to moderate with a unique offering,” says Alex.
“With the low & no category also continuing to grow, venues should offer a range of 0.0% options for consumers to choose from too, including both lagers, such as Staropramen 0.0, and ales, such as Doom Bar Zero,” Stephen from Coors adds.
Soft drinks
As temperatures rise, so too does the demand for refreshing beverages. Like the beer category, the softs landscape is always evolving, but traditional offerings have an enduring appeal for customers.
Lauren Edwards, brand manager at Franklin & Sons, explains that in the realm of premium adult soft drinks, where sophistication meets refreshment, “there’s a wealth of new developments and enduring traditions to explore. From vibrant mocktails inspired by classic cocktails, to seasonal fruit-infused concoctions, the summer menu is full of potential. “An example of a timeless classic that delivers year after year is ginger beer, holding almost half of the Franklin & Sons softs volume and value within its range.”
Spirits
As we approach the warmer months, operators who plan their spirits stocking and think about ways to drive visibility of their range, will be able to provide customers with high-quality serves that keep them coming back. Jennifer Runciman, head of category development, on-trade at Diageo GB, explains: “Spending on eating out has increased by 5.9 per cent on average over the last 12 months, and while the frequency of visits has decreased, consumers are spending more when they eat and drink out,
revealing an opportunity to offer premium alternatives. With the ‘drink less but better’ trend still prevalent, operators would benefit from stocking a range of premium drinks”.
“Cîroc vodka, for example, has a wide portfolio of flavours that tap into trending taste profiles. The portfolio includes Cîroc Summer Citrus (35% ABV) which can be used to create a great-tasting serve in a few simple steps,” adds Jennifer.
“We know that people are becoming more explorative when it comes to food, drink and flavours. This provides operators with an opportunity to offer customers exciting twists on classic serves that people know and love. Smirnoff, the number one vodka brand in the UK, recently launched Smirnoff Spicy Tamarind spirit drink, which has been crafted with juicy tamarind fruit, notes of zingy lime, spice from a mix of chillies and the smooth taste of Smirnoff vodka to create a bold and sweet-meets-spicy flavour,” Jennifer explains.
‘Variety is the very spice of life, that gives it all its flavour’
The three key themes for this summer are:
variety
flavour
moderation
Now is the time to review your stocking policy and get ready for peak trading this summer!
