Technomic Highlights Beer & Cider Trends for 2013

From Technomic:

CHICAGO, Dec. 11, 2012 /PRNewswire/mbb — Technomic, the premier resource for actionable adult beverage information, tapped its analysts, consultants and experts to highlight the trends shaping the drinks business in 2013. Based on ongoing research into spirits, wine and beer volume and sales, as well as surveys, interviews and discussions involving brand marketers, on-premise and retail operators, bartenders and consumers, these insights are supported by Technomic’s extensive adult beverage database including its Trends in Adult Beverage reports and other tools, such as MenuMonitor and the consumer-tracking Project CO-PILOT.

The major developments influencing adult beverages in 2013 include:

1. Wines go sweet. The sweet wine trend continues, with varietals including Moscato showing up in table wines and in pink sparklers on menus across the country. Red blends also proliferate, delivering a range of flavor profiles, many of which skew toward the sweet and medium-bodied end of the spectrum to appeal particularly to Millennials.
2. Beer comes to the table in high-end restaurants. Extensive beer lists developed with the same care as wine lists take hold at upscale-casual and fine-dining restaurants, where beer’s food-friendly nature further enhances the dining experience.
3. Next-level ciders. Hard cider’s growth continues, thanks to the broad appeal and food-friendly flavor profiles, not to mention increased distribution and marketing support as major supplier companies are now playing in the category. New flavored varieties further bolster the category in both retail and restaurant/bar outlets.
4. Beer gardens indoors and out. The communal experience of the beer garden goes beyond the major markets. The hottest trends in beer, food and socializing come to life in large open spaces—both indoors and outside—devoted to the casual enjoyment and exploration of beer and food as beer gardens show up in markets from New York to New Orleans and beyond.
5. Whiskey wows. From whiskey-flavored liquors to flavored whiskeys, and from single barrel bourbons to new takes on rye, whiskey’s appeal grows. In bars and restaurants, the storied brown spirit attracts more young adults and women, while consumers experiment with both traditional and new expressions for at-home enjoyment.

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