The Top Ten Drink Trends 2024
In 2023, UK drinkers prioritized memorable experiences and value for money when visiting their favorite restaurants and bars. This trend spurred interest in novel flavors, with classics like tequila and Riesling making a strong comeback. As we move towards the end of 2024, we look ahead to the trends that will shape the UK hospitality industry, drawing on insights from research by PROOF Insight.
1. Focus on Memorable Experiences
Creating memorable and escapist experiences remains crucial, especially for Gen Z, 72% of whom prioritize fun. With financial pressures mounting, customers are seeking value for money, wanting to ensure their time out is well spent. Venues can cater to this demand by offering activity-led occasions, such as quizzes and karaoke nights, which have become increasingly popular, along with nostalgic experiences that evoke comfort.
2. Balanced Wellness
Health-conscious choices are influencing drinking habits, with 1 in 3 UK adults reducing or abstaining from alcohol. This trend offers venues a chance to enhance their low and no-alcohol drink options. With 47% of those moderating alcohol intake doing so as a lifestyle choice, there's a growing market for healthier yet enjoyable drink alternatives.
3. Loyalty Rewards
As customers seek more value for money, they also want rewards for their loyalty. In 2024, expect more venues to adopt loyalty schemes that offer discounts, special offers, and exclusive events. For example, Boxpark's 'Black Card' loyalty program saw a 26% increase in membership, driving a 35% revenue growth compared to pre-Covid levels.
4. Alternative Wine Formats
Non-traditional wine formats, like draught and 'bag-in-box', are set to rise in popularity. These formats are ideal for maintaining a diverse wine-by-the-glass selection, which is increasingly important as more under-45s opt for this option. Benefits include faster service, reduced waste, and improved sustainability.
5. Easy-Drinking Wines
With a shift towards drinks-led occasions, there's a growing preference for easy-drinking wines like Pinot Grigio and Sauvignon Blanc. While Italian Pinot Grigio Blush and French rosé remain popular, wines from New Zealand and Portugal are gaining traction.
6. Alternatives to Champagne
Sales of Champagne are declining, with a 22% drop in volume in 2023. In response, alternative sparkling wines like English Sparkling and Franciacorta are gaining popularity. These wines, produced using the traditional method but at lower price points, are benefiting from improved quality due to warmer growing seasons and the 'buy local' movement.
7. Customisable Cocktails
Customers are increasingly interested in personalizing their drinks, with 70% of under-45s expressing a desire to customize cocktails. Offering options to tweak cocktails, such as choosing the base spirit, can enhance the customer experience and reduce the need for extensive cocktail menus.
8. Fruit-Flavored Cocktails
In 2023, UK bars saw a rise in fruit-flavored cocktails, with ingredients like rhubarb, figs, and plums becoming more common. While high-end bars experiment with new flavors, the majority of customers still prefer familiar, fruity options, with strawberry being the most popular.
9. Continental Lagers
Continental European lagers are driving growth in the beer market, with world lager now accounting for over 25% of pints sold in the on-trade. Italian and Spanish lagers, seen as premium options, are increasingly popular in the UK hospitality sector.
10. Exploring U.S. Wines
While California remains the dominant U.S. wine region, there’s a growing interest in wines from other areas, such as Oregon’s Willamette Valley and Washington State’s Walla Walla Valley. These regions, particularly known for Pinot Noir and Syrah, are gaining prominence in premium UK restaurants.
These trends highlight the evolving preferences of UK consumers and the opportunities for venues to adapt and thrive in 2024.