7 trends driving winter alcohol marketing

The weather outside might be frightful, but we’re nearing a warming trend for the beleaguered alcohol beverage industry. After global volume declined in 2023 (and is forecast for a modest increase of 0.4% this year), consultancy IWSR forecasts a true rebound beginning in 2025. The following seven trends, ranging from Taylor Swift-themed cocktails to non-alcohlic drink strategies, are driving the market this winter. Read Ad Age’s Best of 2024 stories here Splitting the G While beer has always exhibited sales strength on holidays, the lull between them is weightier than it used to be, experts say, noting several weeks of softness between spikes at Halloween and Thanksgiving this year. In a difficult market, Modelo Especial and Michelob Ultra have been leading the way at retail along with Boston Beer’s resilient Twisted Tea, a leader in the flavored alcohol beverage space. In the winter, roasty thick stouts like Guinness are in demand. That Diageo-owned brand has been performing strongly in bars, behind the viral trend of “splitting the G”—or swallowing enough from a fresh pint glass so that the line between stout and foam falls in the middle of the G on the Guinness label. Guinness enthusiast and brand ambassador Jason Momoa demonstrates: @pink.momoa Split the g. 🍺🤙🏽#jasonmomoa #prideofgypsies #guinness #beertime #newzealand #allblacks #allblacksrugby @Jason Momoa ♬ original sound - pink.momoa Zebra striping Moderation has gone mainstream, but it needn’t be an all-or-nothing proposition. While Dry January is certain to attract its share of teetotalers, more drinkers today are enjoying their nights out by “zebra striping,” or alternating between boozy and booze-free options. One in four U.K. adults are now practicing the pattern when they visit pubs and bars, according to the hospitality consultancy KAM. Non-alcohol has become a rocket ship for the ailing craft beer industry. Craft trade group the Brewers Association this month said that non-alc beer among its member companies grew by more than 30% year over year (January to October). Independent non-alc spirits brands are also thriving: the No. 1 U.S. brand in the space, Ritual Zero Proof, was acquired by Diageo in October. Others seeking to sidestep alcohol but not the buzz are exploring THC beverages, particularly “canncurious” consumers. A Euromonitor report in June projected the THC beverage market, estimated at $952 million in 2023, could reach $4.1 billion by 2028. Houseplant, a cannabis lifestyle brand co-founded by Seth Rogen, just came out with a line of THC-infused sparkling waters. “Not every situation is right for smoking, and not everyone wants to smoke,” the actor said in a statement, describing the new beverages as “perfect for those trying THC for the first time and for regular consumers like me who will love having a delicious, low-calorie, drinkable option.” View this post on Instagram A post shared by Houseplant (@houseplant) Après-ski It’s not winter without ski season, and a few drinks are packing themselves for the après-ski experience. Fresca Mixed—Constellation Brands’ canned cocktail using the brand and flavors of Coca-Cola’s Fresca franchise—is getting fans ready for the lodge by reviving the muff, the fuzzy winter fashion accessory meant to keep hands warm (and including a pocket to keep drinks cold). The brand is giving away muffs styled by designer Christian Cowan in an online contest. Johnnie Walker is celebrating the slopes with a limited edition Blue Label Ice Chalet, a pricey ($400) blended Scotch whisky marketed through a partnership with the luxury ski wear brand Perfect Moment. A luxurious ski jacket-inspired bottle pouch converts into a stylish sling bag for the slopes. The liquid, featuring Scottish whiskies distilled at the highest elevations, is inspired by the après-ski moment. The term, French for “after-ski,” refers to social activities after a day on the slopes. Sports and music Consumers are seeking elevated experiences to accompany their passions—and drinks are a part of that, according to Bacardi’s 2025 Cocktail Trends report. For example, luxury hotel bookings aligned with Taylor Swift’s all-conquering Eras Tour in Paris were up by 120% year-over-year. Swift fans in England delivered pubs and restaurants an estimated $103.3 million jolt, including $67.8 million in drinks over 15 Swift tour dates, Bacardi said, including 1.15 million glasses of spirits. Fans also made Taylor-themed drinks to accompany Eras Tour watch parties at home. @marthealexandrasn eras tour movie drinks with the girls #erastour #taylorswift #fyp #tstheerastourontiktok #swifttok #taylornation #erastourmovie ♬ Into - The Eras Tour Big tours are coming in 2025 from Dua Lipa, Coldplay, Billie Eilish and the reformed Oasis. Sporting events are seeing similar effects, with the global sports hospitality market projected to swell from $4.7 billion in 2023 to $20.2 billion in 2027, according to Research and Markets data cited by Bacardi. Handmade drinks As artificial intelligence increasingly makes intrusions into people’s lives, it will be counterbalanced by a desire for the human touch. Respondents in the Bacardi Global Consumer Survey said they are concerned that AI-created drinks would miss the emotional and artistic finesse that human bartenders bring. As to what they’ll be mixing, tequila (72%) and mezcal (66%) are the top spirits of interest, the Bacardi survey revealed. “The espresso martini is reigning supreme as the ‘it’ drink of the moment,” Dan Kleinman, chief brand officer at Deutsch Family Wine & Spirits, said in an interview, adding that the company’s Cantera Negra tequila brand is now deploying influencers to build interest in a tequila-based espresso martini. Vodka brands like Tito’s and Absolut are also showcasing their roles in the espresso martini, although recipes vary. Jesse Damashek, senior VP of marketing for whiskeys and liqueurs at Diageo, recommended “warm, inviting drinks” like old fashioneds or sours, or a Lagavullin spicy margarita, referring to the Diageo-owned Scotch brand. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today Home for the holidays The holiday season is high time for the beverage alcohol industry but the competition is tough, and people are busy. One message brands are delivering is how to make the holidays easier. Diageo’s Ketel One vodka engaged Patrick Schwarzenegger (son of Arnold and Maria Shriver) as the brand’s first “Spirit Advisor” for the holiday season. In an ad, he’s a classy bartender who summons instant sophistication—a six-star-rated car service driver, better weather, or an espresso martini—but may have been a ghost all along. Diageo’s Aviation Gin is offering to provide its fans with a novel holiday greeting: Submit your headshot at its website and the brand will turn you into the star of a humorous holiday card. The contest is helping to promote its holiday drink, which it’s calling the Negroni Spritzmas. (All of the ingredients are available here.) A taste of Tokyo Hot off the U.S. launch of its -196 canned vodka beverage, Suntory Global Spirits is introducing another Japan-focused ready-to-drink. Maru-Hi, a flavored malt beverage with 5% alcohol, is inspired by Chu-hi, a Japanese cocktail often enjoyed in traditional bars known as izakayas, the company said. (New York-based Suntory Global Spirits is a subsidiary of Japan-based Suntory Holdings.) The offering represents something of a unique entry in an RTD market with many choices but little differentiation. The -196 brand, which was based on the Strong Zero brand in Japan, marketed its unique manufacturing process leading to what it called superior taste and refreshment. Suntory said it aims to be the global leader in ready-to-drink beverages by 2030. Ad Age World’s Largest Advertisers 2024 Global ad spending, rankings, analysis and profiles for the biggest marketers Click here

7 trends driving winter alcohol marketing

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