7 trends that will shape drinks products in 2018

7 trends that will shape drinks products in 2018
December 7, 2017 Hannah Bevan

As 2017 draws to a close, food and drink trends reports are popping up all over the place from the likes of Mintel, Waitrose, The Morning Advertiser and Whole Foods. We’ve gathered the global predictions that we believe will impact alcoholic drinks products in 2018, both in production and packaging.


1. Hybrids

More beer, wine and spirit makers are coming together to create the ultimate tipple. Glenfiddich has begun producing some of its whisky in IPA casks for a hoppy flavour. Expect more cross-categorisation to come.

2. Health and well-being

People are becoming increasingly concerned about consuming large quantities of unnecessary calories so are looking for options that satisfy their needs for ‘self-care’ and a healthier lifestyle.

3. Premiumisation

Consumers want more in terms of quality for their money and this should be reflected in ingredients, story, and how the packaging looks and feels. High end mixers, in particular, showed a huge increase in 2017 – specifically Fever Tree who claim a 77% rise in sales.

4. Fizz

Two main trends have been predicted for 2018 as prosecco and sparkling wines firmly withhold their popularity. One is fizz with creative flavours like raspberry. The other is magnums – no longer the preserve of fine wine and champagne, global sales of Prosecco magnums grew by a staggering 1000% last year.

5. Transparency

A widespread consumer distrust is placing pressure on manufacturers to offer complete transparency and disclosures about how, where, when and by whom food and drink products are harvested and made. Simplicity and minimalism are important in both ingredients and image.

6. Craft porters and stouts

Darker beers are finding new life in the craft beer world. Expect to see more varieties emerging with biscuit, rich cocoa and chocolate flavours integrated with coffee undertones and hints of vanilla.

7. Textures and senses

Every single sense has to be entertained with a drink. Unexpected texture is the latest tool to engage consumers and provide share-worthy experiences – in person or online.