On Monday 1st July, our team attended Imbibe Live, one of the UK’s leading drinks trade events, which showcased an incredible variety of brands across spirits, beer, ready-to-drink (RTD) beverages, low/no alcohol options, soft drinks, and water.
Here, we met with some fantastic challenger brands alongside some of the industry’s giants. Here’s a summary of the key trends and takeaways that we think are essential for anyone working in the sector.
Low / No alcohol
The trend towards low and no alcohol drinks continues to accelerate. According to CGA, cider has seen a remarkable growth of 67%, while spirits have seen a more modest increase of 6%. In fact, every major drinks category has experienced growth in this area compared to last year. This shift is largely driven by Gen Z consumers who are prioritising healthier, alcohol-free options post new-year. This trend spans across beers, spirits, and RTDs, making it a crucial consideration for brands aiming to appeal to younger demographics.
Tropical soft drinks
One clear trend we observed was the rise in popularity of tropical flavours. Many exhibitors reported that their ‘exotic’ flavour ranges have been their best performers over the past year.
This indicates a growing consumer appetite for vibrant, tropical soft drinks, which brands should consider when developing new products and negotiating venues and retailers.
Celebrity-endorsed brands
Celebrity-endorsed brands made a significant impact at Imbibe. Ricky Gervais’ Dutch Barn Vodka was particularly noticeable, with large and eye-catching displays. Those in the industry who attended NR&B will remember Conor McGregor’s Forged Irish Stout proudly displaying his UFC Championship belts!
The popularity of celebrity-endorsed brands is on the rise, and these brands are leveraging their star power to attract attention at trade events. This trend is something to watch, as it undeniably boosts brand visibility and appeal to both consumers and trade partners.
New exhibitors
Imbibe featured many new exhibitors, most of whom are new to the market and still seeking on or off-trade success. These brands were eager to discuss opportunities to elevate their brand further, highlighting the importance of strong marketing and PR strategies for driving greater media awareness. It’s an exciting time to connect with and support these new entrants as they work hard to make their presence known.
Sustainability
Sustainability was a major focus, with many brands keen to highlight their eco-friendly credentials. However, effectively communicating these credentials in a crowded market remains challenging. Brands with unique sustainability stories have the best chance of standing out and securing media coverage. This is a critical consideration for any brand looking to differentiate itself through its commitment to sustainability and cut through the media noise.
Social media presence
CGA revealed that bartenders and stockists are increasingly looking for a strong social media presence when deciding which brands to stock. This underscores the importance of a robust social media strategy for drinks brands. Ensuring an active and engaging social media presence can significantly enhance a brand’s appeal to key industry decision-makers.
Low / no sugar
Many brands were keen to highlight their low/no sugar credentials. Alongside sustainability and low/no alcohol options, low/no sugar was a clear conversation driver throughout the day. This trend reflects the growing consumer demand for healthier beverage options, and brands should consider this when developing and marketing their products.
Sports alignment
Sports alignment continues to be a key strategy for beer brands, particularly stouts. Post-COVID, the stout industry has heavily invested in sports sponsorships, leading to increased on-trade success since 2020. This strategy remains effective in driving brand awareness and consumer engagement, making it a valuable consideration for brands looking to enhance their visibility.
Imbibe 2024 provided us with a wealth of insights and opportunities to connect with industry leaders and emerging brands. We look forward to leveraging these insights to enhance our work with drinks brands and help them stay ahead of the latest trends.
Prohibition PR is one of the leading PR agencies in the food and drinks space, boasting a portfolio that includes Keystone and it’s breweries, Global Brands and more. If you have any questions or would like to discuss these trends further, please don’t hesitate to get in touch.
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