“Better for you” and ecommerce are two of the top trends in beer, wine and spirits.
The better-for-you movement is a reflection of consumers increasingly choosing non-alcohol beverages—including water and energy/sports drinks, according to a mid-year alcohol update from IRI.
“Given the innovation that we’ve seen in those segments with dual-flavor options, bolder and more interesting flavors—even health benefits—point to opportunity with the fast-growing, ready-to-drink category,” Scott Scanlon, EVP of IRI’s beverage alcohol vertical, tells CPG FYI .
What qualifies as “better for you” alcohol beverages?
Options like no- and low-alcohol, lower calories and sugar, added benefits and options that support lifestyle diets, according to IRI.
Beer leads the way in the better-for-you alcohol space, with dollar sales of $4.9 billion in the 52 weeks ended June 12 in outlets tracked by IRI
Better-for-you wines were #2 behind beer at $1.9 billionm followed by $1.7 billion for spirits.
One challenge that accompanies adding better-for-you benefits is the highly regulated alcohol landscape.This was underscored by Alice Ponti, senior director of front end innovation at Anheuser-Busch, in a recent webinar by VentureFuel—which connects established companies with entrepreneurs and startups.“Last year, we tested a beer meant to be consumed after a workout and that includes electrolytes and protein in Canada, with one of our biggest brands there,” said Ponti. “It did really well, but we’re not ready to launch in the U.S. given the current regulatory landscape.”Regulation also hampers access to ecommerce across the board, because while wineries can ship D2C, distilleries are allowed to only in certain states, Florida-based lawyer Ryan Malkin observed during the webinar.Malkin said he is working with the American Craft Spirits Association “to try to get on par with wineries because that would be huge for all of the distilleries across the country to be able to ship direct to consumers.”According to IRI, ecommerce […]
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