Alcohol Trends 2024

"Alcohol Trends 2024" delves into the evolving alcohol industry, spotlighting Asian spirits, no-/low-alcohol drinks, coffee cocktails, Gen Z's influence, and global whisky diversity. These trends showcase diverse shifts, reshaping consumer and producer landscapes.

Alcohol Trends 2024

As the world prospers after the pandemic effects, the alcohol industry is undergoing a transformation that blends tradition with innovation. The global beverage alcohol consumption, as per IWSR Drinks Market Analysis, was not expected to rebound to pre-pandemic levels until 2024. But now, as we stand at the beginning of this pivotal year, it’s an opportune moment to delve into “Alcohol Trends 2024,” a topic that encapsulates the evolving landscape of the alcohol market.

Over the past few years, there has been a noticeable increase in certain beverage categories, as well as a significant shift in consumer behavior and consumption patterns. The industry has adapted and thrived despite challenges and changing preferences. Among the changes are the rise of non-alcoholic spirits, the emergence of celebrity-backed brands, an expansion in sustainability and diversity initiatives, and the rapidly growing ready-to-drink space. As nearly half of Gen Z reaches the legal drinking age by the end of 2024, their values and consumption habits are expected to significantly influence the course of spirit and cocktail consumption.

This overview is sure to leave you feeling enthusiastic and informed about emerging alcohol types, consumer preferences, and the impact of technology and innovation on production. We’ll also delve into the role of e-commerce and delivery services, as well as the growing importance of sustainability and ethical consumption. At The Brandsmen, we’re passionate about uncovering the key trends that will define the industry in 2024. Our insights and predictions will cater to the curiosity of the general public and potential clients alike. You can trust us to provide a sincere, confident, and thoughtful approach to digital marketing in the alcohol sector.



Rising Consumer Familiarity with Asian Spirits

The spirits industry comprises a vast array of traditional beverages from around the world, which are gaining recognition on an international level. As we approach 2024, one of the most important trends in the market is the growing consumer interest and familiarity with Asian spirits. This trend is not only changing the spirits industry but also introducing American consumers to a plethora of flavors and traditions that have been previously untouched in mainstream alcohol consumption.

  • Japanese Shochu and Korean Soju Lead the Way: Japanese shochu and Korean soju, in particular, have emerged as front runners, captivating the palates of adventurous drinkers. With their versatile profiles, these spirits offer a gateway to understanding and appreciating the rich cultural heritages from which they originate. Their relatively low alcohol content compared to Western spirits also aligns with the growing trend towards moderation in alcohol consumption.
  • Chinese Baijiu Enters the Scene: Not to be overlooked, Chinese baijiu, the world’s most consumed spirit by volume, is beginning to carve its niche in the American market. Known for its strong flavor and high alcohol content, baijiu presents a unique challenge and opportunity for mixologists to innovate and incorporate it into more familiar cocktail contexts.
  • Gen Z’s Role in Promoting Diversity: The growing interest in these Asian spirits among American consumers, especially the younger generation, reflects a broader shift towards inclusivity and diversity in drinking cultures. Gen Z, with its penchant for exploration and value-driven consumption, is particularly drawn to these spirits. Their engagement is expected to propel further innovation in the industry, leading to blended categories that include ingredients like sake soda or a soju seltzer.
  • Educational Efforts and Legislative Changes: The success of these spirits is also bolstered by concerted educational efforts and legislative changes aimed at clarifying labeling and promoting awareness. For instance, shochu’s recognition and sales in states like New York have soared following successful lobbying for clearer labeling, highlighting the importance of education in expanding consumer horizons.

The rise of Asian spirits is an interesting development in the worldwide spirits industry. It demonstrates an increasing interest among consumers to explore a wider variety of base ingredients, flavors, and textures. This trend not only enhances the cocktail experience but also encourages a greater appreciation for the diverse range of alcoholic beverages available around the world.


The Surge of No- And Low-Alcohol Beverages

In recent years, the landscape of the alcohol industry has seen a significant shift towards no- and low-alcohol beverages. This trend, which shows no signs of slowing down in 2024, mirrors a broader societal move towards health-conscious living and moderation. The reasons behind this surge are multifaceted, reflecting changes in consumer preferences, lifestyle choices, and a growing emphasis on inclusivity in social settings.

  • Mainstream Acceptance and Retail Expansion: The no- and low-alcohol sector has experienced explosive growth, moving beyond niche markets to gain mainstream acceptance. Major retailers and alcohol brands have expanded their offerings, catering to a demographic that seeks the social and culinary aspects of drinking without the alcohol content. This year, for instance, saw no-alcoholic spirits being rolled out in hundreds of Walmart stores nationwide, a clear indication of the category’s expanding market presence.
  • Diverse Product Offerings and Tasting Experiences: As the category evolves, so does the variety and complexity of products available. From botanical spirits to non-alcoholic distillery tasting rooms, consumers now have access to a range of options that rival their alcoholic counterparts in taste and experience. This diversity not only broadens the appeal of no- and low-alcohol beverages but also educates consumers on the possibilities within this space.
  • Mid-Strength Alcohol as a New Category: An emerging trend within the trend is the rise of mid-strength alcoholic beverages. Positioned between traditional spirits and non-alcoholic options, these products offer a milder alternative that caters to the moderation-minded consumer. Brands offering gin, vodka, and other spirits at reduced alcohol by volume (ABV) are finding a receptive audience, bridging the gap between the non-alcoholic and alcoholic worlds.
  • The Role of Consumer Awareness and Education: The success of no- and low-alcohol beverages is also propelled by increasing consumer awareness and a desire for healthier lifestyle choices. Educational efforts by brands and the availability of tasting experiences play a crucial role in dispelling myths about non-alcoholic beverages and showcasing their quality and versatility.

As we look at “Alcohol Trends 2024,” the continued growth of no- and low-alcohol beverages reflects a broader change in how society views drinking. It’s a trend driven by a desire for inclusivity, moderation, and wellness, offering new opportunities for innovation and creativity in the beverage industry.



Coffee as a Key Cocktail Ingredient

The concept of blending coffee into cocktails is not new, but the way it has evolved and been innovated in the mixology scene makes it one of the standout trends for 2024. Coffee has moved beyond being just a part of the classic Espresso Martini and is now being celebrated for its versatility, complexity, and ability to enhance and transform the cocktail experience.

  • Beyond the Espresso Martini: While the Espresso Martini has enjoyed a resurgence, marking its place among the top ten cocktails in the U.S., its role has also expanded, serving as a foundation for further exploration and creativity in coffee-based cocktails. Mixologists are venturing beyond this classic, experimenting with various coffee preparations, beans, and brew methods to craft cocktails that offer a diverse range of flavors and experiences.
  • The Rise of Coffee in Craft Cocktails: Coffee’s attributes—bitter, acidic, fruity, nutty—make it a sought-after component in the craft cocktail repertoire. Its complexity allows for nuanced and layered drink creations, offering mixologists a broad canvas to innovate. Notably, more than half of North America’s top bars now feature coffee cocktails on their menus, signaling coffee’s integral role in contemporary mixology.
  • Coffee’s Appeal and Accessibility: The universal familiarity with coffee plays a significant role in its popularity in cocktails. For consumers, coffee-based cocktails offer a bridge between the known and the novel, making the craft cocktail scene more accessible, especially during brunch or early-day drinking occasions. This relatability, combined with the functional aspect of caffeine, has solidified coffee’s place in both casual and sophisticated drinking contexts.
  • Predictions and Future Directions: Looking ahead, industry experts predict that other classic coffee cocktails may soon rival the Espresso Martini in popularity. The Carajillo, a simple yet dynamic Mexican coffee cocktail, has seen a surge in interest, suggesting a potential shift in consumer preferences. Similarly, innovative takes on coffee cocktails, such as sparkling variations of traditional recipes, are expected to captivate the attention of both bartenders and patrons alike.

The increasing use of coffee in cocktails is not just a passing fad. In fact, it demonstrates a deeper appreciation for the art of mixology and the endless possibilities that arise when conventional ingredients are reimagined in new, exciting and innovative ways.


Gen Z’s Impact on the Spirits Industry

As we delve into “Alcohol Trends 2024,” it’s impossible to overlook the substantial influence of Generation Z on the spirits industry. This demographic, known for its progressive values, diversity, and heightened focus on sustainability and ethics, is not just coming of age but reshaping the market dynamics with its unique preferences and consumption habits. As nearly half of Gen Z reaches the legal drinking age by the end of 2024, their impact is becoming increasingly pronounced, signifying a pivotal shift in how alcohol brands align themselves with the emerging consumer values.

  • Preference for Spirits and Spirit-Based Cocktails: Despite reports of Gen Z drinking less alcohol than previous generations, those who do indulge show a marked preference for spirits and spirit-based cocktails over beer and wine. This shift is driven by a desire for quality, variety, and authenticity in their drinking experiences, aligning with their broader lifestyle choices that favor meaningful and memorable experiences over mere consumption.
  • Ethical and Sustainable Branding: Gen Z’s demand for transparency, sustainability, and ethical practices is compelling the alcohol industry to reassess and often overhaul their branding and production practices. Spirits brands that embody these values, through sustainable sourcing, eco-friendly packaging, or support for social causes, are finding favor with this discerning demographic. This alignment with Gen Z’s ethos is not just a marketing strategy but a fundamental shift towards more responsible and conscious business practices.
  • Innovations in Product and Marketing: To engage with Gen Z effectively, alcohol brands are innovating not just in their product offerings but also in their marketing approaches. Digital-first strategies, including the use of social media and influencer partnerships, are critical in reaching this highly connected and tech-savvy generation. Moreover, the rise of experiential marketing, with a focus on immersive and interactive brand experiences, reflects Gen Z’s preference for authentic and engaging narratives.
  • The Influence on Flavor Profiles and Product Innovation: Gen Z’s adventurous palate and openness to experimentation are driving diversity in flavor profiles and product innovation within the spirits industry. From artisanal and craft spirits to unconventional flavor combinations and limited-edition releases, brands are pushing the boundaries to cater to this generation’s curiosity and desire for novelty.

The influence of Generation Z on the spirits industry highlights a broader cultural shift towards more conscious and deliberate consumption. This impact goes beyond being just market trends and signifies a deeper change in societal values and expectations regarding alcohol consumption. For brands and marketers, it is crucial to understand and align with Gen Z’s preferences, not only to capture a segment of the market but also to move in sync with a generational shift that values sustainability, diversity, and authenticity.


Global Expansion of the Whisky Map

The whisky world is witnessing an exciting phase of global expansion, diversifying beyond its traditional strongholds to embrace a wide array of flavors and styles from across the globe. Whiskies from lesser-known regions are capturing the imagination of aficionados and casual drinkers alike, challenging perceptions and inviting a broader appreciation of this storied spirit.

  • Beyond Traditional Whisky Powerhouses: While Scotch, Irish, and American whiskies have long dominated the scene, the spotlight is now shifting to include outstanding offerings from countries not traditionally associated with whisky production. Regions such as Japan and Taiwan have already made their mark, but now whiskies from Denmark, Israel, Australia, and even Peru are gaining international acclaim, winning top prizes and turning heads with their unique characteristics.
  • The Rise of South American Whiskies: South America, in particular, is emerging as a fascinating new player in the whisky market. With no long-standing tradition of whisky production, distilleries in countries like Brazil and Argentina are free to experiment, resulting in innovative styles and flavors. The use of local ingredients and aging processes, sometimes in barrels that previously held wine, is producing whiskies that offer a fresh perspective and add to the global whisky tapestry.
  • Consumer Curiosity and the Quest for Diversity: The expansion of the world whisky map is driven by a consumer base that is more curious and open-minded than ever before. Whisky enthusiasts are increasingly seeking out bottles that tell a unique story or offer a distinct sensory experience. This trend is supported by the rise of social media and online communities, where knowledge and enthusiasm for global whiskies can be shared and spread rapidly.
  • Implications for the Industry: For distillers and brands, the global interest in diverse whisky offerings represents both an opportunity and a challenge. On one hand, there’s the chance to reach a wider audience and to innovate without the constraints of tradition. On the other, the competition is intensifying, pushing producers to maintain high standards of quality and authenticity. Moreover, as more consumers become educated about whisky, the demand for transparency regarding production methods and ingredient sourcing is growing.

The expanding global map of whisky is not just a fad, but a reflection of the enduring appeal and versatility of this spirit. It represents a time of exploration and discovery within the whisky industry, encouraging both producers and consumers to venture beyond the familiar and embrace the vast world of whisky. This movement enriches whisky culture by offering a range of tastes and stories that connect enthusiasts worldwide, and it is shaping the future of this beloved spirit.




As we encapsulate the vibrant and dynamic shifts highlighted in “Alcohol Trends 2024,” it becomes evident that the alcohol industry is on the cusp of a transformative era. From the burgeoning popularity of Asian spirits and the remarkable rise of no- and low-alcohol beverages to the creative incorporation of coffee in cocktails, the preferences of Gen Z shaping the market, and the global expansion of the whisky map, each trend underscores a broader movement towards diversity, sustainability, and innovation in alcohol consumption and production.

For businesses looking to make their mark in this evolving industry, partnering with a forward-thinking digital marketing agency like The Brandsmen can make all the difference. Specializing in crafting bespoke marketing strategies that resonate with today’s consumers, The Brandsmen have the expertise and insight to help your brand stand out in a crowded market. Whether it’s through SEO, content marketing, or social media engagement, they can guide you in capitalizing on these emerging alcohol trends and connecting with your target audience in meaningful ways.

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