2020 RIPPLE EFFECTS
The last nine months put bars, restaurants and shops under an incredible amount of strain, which we’re still very much feeling now.
But, as we’ve experienced firsthand, pressure creates change. The pandemic forced restrictions that have reshaped our attitudes, behaviours, drinking rituals, and occasions. Businesses and brands have had to fight to stay relevant and stay alive, forging new paths and innovations.
Here are three things we believe will continue making waves well into 2021:
NEXT LEVEL HOME HOSTING
With people forced to spend evenings and weekends at home, consumers have grown increasingly confident with their pots, pans and cocktail shakers.
Shopping and cooking has become more experimental, and evening drinks have evolved way beyond the standard wine and beer. Even when restrictions are lifted, this change will see people far more willing to host at home, offering a real opportunity for brands to ritualise the at-home drinking experience.
One of our big drives in the past year has been how to take this ‘in-room drinking’ a step further. We’ve worked towards new ways to collaborate with bar communities and create new at-home experiences that will last beyond lockdowns. Developing ways to showcase brands’ luxury identities at home, or in hotel rooms, has opened avenues of experiential activation that we’re excited to be growing in the next year.
THE RTD BOOM
The RTD category has grown 43% in global consumption in the last year (with a big part of the growth story owed to the pandemic), yet massive growth potential lies ahead. Previously synonymous with sugar and fizz, new releases are playing into the health and wellness movement, using mineral waters, organic juices and high-quality spirits. The question is, when restrictions diminish, will people still opt for an RTD?
In short, the answer is yes. The rise of outdoor events, at-home delivery experiences, and socially distanced get togethers will make sure our appetite for convenience without compromise continues to grow.
Though the initial boom has been huge for the category, we believe its endurance will come by adapting to flavours missed from the bar experience. Led by our own in-house expert on the technical side of drinks production, we’re exploring how to bridge the gaps in the market and create products that stand out from the brightly coloured crowd.
ONLINE INNOVATIONS
Buying alcohol has gone from a browse-y, personal experience to, like everything else, being something that we do online. With alcohol clubs and virtual tastings already well underway in 2020, this buying experience is set to become even more tailored and technological. We’re predicting a rise in personalised online pairings, at-home sampling, and virtual gifting.
With the comfort the world has gained in doing things virtually, thanks to the necessity of working online, we’re excited to see the continued growth in international projects. It’s now as easy to converse with a client in India or America as it is with your neighbour, and this has already begin to inspire some unique collaborations. We can’t wait to see how far around the globe we can travel, and who we’ll be able to connect.
With everyone grappling to stake their claim in the online market getting creative with the systems in place has been a lifeline for a brands with a smaller budget. The launch of our digital BA programme in November has allowed us to bring the Sip & Savour portfolio direct to the consumer through natural micro-influencer content. Supporting drink communities with direct links to online sales is a fantastic way to grow an online profile, and will only build as wholesalers become increasingly tech-savvy. As venues reopen in the coming months, finding ways to merge the growth in online sales with the bar experience is a huge space for growth.