LCG_B2B_Guidebook_2025

HEALTH, WELLNESS & SUSTAINABILITY

PREMIUMIZATION, EXPERIMENTATION & INNOVATION

Already an alcohol trend prior to the pandemic, premiumization has accelerated during lockdowns, obviously pushed by at-home consumption. Consumers, especially Millennials, are now willing to pay more money for premium segments of alcohol, such as cognac, whisky, or rum.

Sustainability isn’t just about the sake of the planet; it’s also about the welfare of people. From the air we breathe to the food and drink we consume, the environment impacts human health. Consumers are becoming more environmentally conscious and feel a deep need to reconnect with nature. This group seeks to consume foods with benefits that provide them a more holistic approach to life. Well-being is on top of mind, as consumers intend to keep spending more on products that improve their healthiness and mindfulness.

This trend is here to stay and will evolve over the next few years, as consumers seek quality over quantity. Premiumization will slow down in off-trade retailers, but it’s expected to grow dramatically in the on-trade, as consumers are going back to bars and bartenders are incorporating them in cocktails, to elevate the drinking experience.

In this landscape, alcohol producers are evermore committed to contribute for a better world and simultaneously to the wellness of its consumers, by developing no-low alcoholic products that comply with this growing necessity. From their side, consumers support meaningful brands and business practices that actively improve the world. In the drinks industry, there is an increasing demand for single-origin products, to which brands respond by launching inspired varieties and special editions. Spirits with provenance, made from organic and bio ingredients (such as tequila & rum), or created under artisanal production methods (like mezcal & bourbon), are definitely on the rise. Bartenders crave authentic brands with storytelling, which they can relate to and share with their customers. Conscious bartending encourages the use of fresher ingredients, support local producers, improving its profits and keeping their guests happy.​Sustainable cocktails minimize natural resources and conserve energy, even if it is one lime at a time. I​t is about throwing away less “leftovers” and using the full potential of each ingredient, embracing a zero waste policy.

36

37

Rum is growing twice as fast as the spirits category*, mainly pushed by premiumization. Craft Rum is taking the lead, as consumers discover high-quality varieties, while spiced/flavoured rum is recruiting a new generation of drinkers. In a more sustainable approach to the market, Rum producers focus on origin and provenance by using locally grown ingredients and ancient production methods to create organic/artisanal editions.

*According to several market reports

chapter

index