Emerging Flavors in Alcoholic Drinks Key Flavor Trends in Beer, Vodka, Gin, Liqueurs, Rum and Flavored Alcoholic Beverages
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Emerging Flavors in Alcoholic Drinks Key flavor trends in beer, vodka, gin, liqueurs, rum and flavored alcoholic beverages Reference Code: BI00049-004 Publication Date: March 2011 About the author Victoria Sidebottom has nearly a decade’s experience of researching consumer markets, specializing in developing consumer insight analysis and brand insight case studies. She has worked on projects for institutions such as the National Coffee Association of the USA and EBSCO Information Services, and has also contributed to a variety of consumer goods focused publications, including Marketing Week, Contagious magazine, Stagnito New Products magazine and Foodbev.com. Disclaimer Copyright © 2010 Business Insights Ltd This report is published by Business Insights (the Publisher). 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Table of Contents About the author 2 Disclaimer 2 Executive summary 11 Beer 11 Flavored Alcoholic Beverages (pre-mixed drinks) 11 Vodka 12 Liqueurs 13 Gin 13 Rum 14 Chapter 1 Introduction 15 Market overview 15 Definitions 16 Chapter 2 Beer 17 Summary 17 Introduction 17 Flavor trends 18 Regional analysis 19 Segment analysis 19 Breakdown of key flavor types 20 The top 20 flavors in beer 22 Growth flavor types 23 Growing: Citrus 23 Growing: Ginger 25 Growing: Berry 26 Falling: Malt 28 Innovation trends 29 Craft beer makers innovate with flavors 29 Traditional flavor revivals 29 Experimenting with hop varieties 30 Session friendly beers with subtle flavors 30 Women friendly beer flavors 31 Beer giants’ female focused efforts 32 Females targeted with fruit beers 32 Female brewers 33 Conclusions 34 Chapter 3 Flavored Alcoholic Beverages 35 Summary 35 Introduction 35 Flavor trends 36 Regional analysis 36 Segment analysis 37 Breakdown of key flavor types 38 The top 20 flavors in flavored alcoholic beverages 39 Growth flavor types 40 Growing: Soft fruit 40 Growing: Citrus 41 Growing: Sweet 42 Falling: Berry 43 Innovation trends 45 Energizing alcoholic drinks that do not court controversy 45 Positioning flavored alcoholic beverages for at-home drinking 46 Natural ingredients and plant extracts 47 Targeting the flavor experimenter 47 Attracting the male drinker 47 Conclusions 49 Chapter 4 Vodka 50 Summary 50 Introduction 51 Flavor trends 51 Regional analysis 52 Segment analysis 53 Breakdown of key flavor types 54 The top 20 flavors in vodka 55 Growing: Apple/Pear 56 Growing: Citrus 57 Growing: Sweet 58 Falling: Berry 59 Innovation trends 61 “Better for you” vodkas 61 Vodka infusions offer more natural flavorings 62 Creative savory flavors 64 Vodka designed for food pairings 65 A flavor backlash 66 Conclusions 68 Chapter 5 Liqueurs 69 Summary 69 Introduction 69 Flavor trends 70 Regional analysis 70 Segment analysis 71 Breakdown of key flavor types 72 The top 20 flavors in liqueurs 73 Growing: Berry 74 Growing: Citrus 75 Growing: Spicy 76 Falling: Sweet 77 Innovation trends 79 Stressing the heritage of flavors 79 Reformatting flavors in line with artisanal roots 80 Keeping ingredient mix a secret 80 Herbal liqueurs boost drinking experience 81 Liqueur flavors for celebrations 82 Using ethical ingredients 83 Conclusions 84 Chapter 6 Gin 86 Summary 86 Introduction 86 Flavor trends 87 Regional analysis 87 Segment analysis 87 Breakdown of key flavor types 88 The top 20 flavors in gin 90 Growing: Botanicals 91 Growing: Floral 92 Growing: Nut 93 Falling: Generic fruit; exotic fruit 94 Innovation trends 95 Bridging traditional with contemporary style 95 Lighter gins encourage new drinkers to the sector 96 Using fresh fruit from cold distillation 97 The healthy Mediterranean diet 98 Conclusions 99 Chapter 7 Rum 100 Summary 100 Introduction 100 Flavor trends 101 Regional analysis 101 Segment analysis 102 Breakdown of key flavor types 102 The top 20 flavors in rum 104 Growing: Citrus 105 Growing: Spicy 106 Growing: Anise; botanicals 107 Falling: Sweet 107 Innovation trends 109 Combining rums from multiple islands 109 Going back to American roots 110 Big brand offers own take on craft rum 110 Conclusions 111 Chapter 8 Conclusions 113 Key motivations for accepting flavor innovation 114 The Long-term Loyalist, Category Novice and Experimenter 115 Appendix 117 Methodology 117 Secondary research 117 Glossary/Abbreviations 117 Bibliography/References 118 Table of figures Figure 1: The beer flavor wheel was developed to help describe beer flavors 18 Figure 2: Leading flavor types (%) for new product launches in beer, 2007–10 21 Figure 3: Citrus beers have grown in popularity due to their exotic but safe image 24 Figure 4: A desire for nostalgic products is fueling ginger beer’s growth 26 Figure 5: Berry flavored beers offer a seasonal addition to the beer category 27 Figure 6: Declining flavor categories for new product launches in beer (percentage point change), 2007-10 28 Figure 7: Fruit flavored beers aimed at female drinkers 33 Figure 8: Leading flavor types (%) for new product launches in flavored alcoholic beverages, 2007-10 37 Figure 9: Soft fruit is a popular flavor type for Flavored Alcoholic Beverage launches 40 Figure 10: Manufacturers have capitalized on the popularity of citrus flavors with novel flavored alcoholic beverage launches 42 Figure 11: Cocktails often inspire flavored alcoholic beverage sweet flavors 43 Figure 12: Declining flavor categories for new product launches in FABs (percentage point change), 2007–10 44 Figure 13: Ypioca Guarana contains guarana for its energizing properties 46 Figure 14: Mike’s Hard Lemonade is focused on the male Flavored Alcoholic Beverage drinker48 Figure 15: Leading flavor types (%) for new product launches in vodka, 2007-10 53 Figure 16: Apple and pear vodkas have been launched in specific fruit varieties 57 Figure 17: Citrus flavored vodkas have appeared in premium variations 58 Figure 18: Intense and subtle flavors can be tasted in sweet vodka varieties 59 Figure 19: Declining flavor categories for new product launches in vodka (percentage point change), 2007–10 60 Figure 20: Healthy vodkas are emerging, including herbal and açai infused varieties 62 Figure 21: Skyy Spirits has produced a successful vodka infusions line 63 Figure 22: Savory flavored vodkas are emerging in vodka 64 Figure 23: Leading flavor types (%) for new product launches in liqueurs, 2007–10 72 Figure 24: Berry flavored liqueurs are growing in popularity 74 Figure 25: Citrus flavored liqueurs have a strong global following 75 Figure 26: Spicy flavors add an interesting taste sensation to liqueurs 77 Figure 27: Declining flavor categories for new product launches in liqueurs (percentage point change) 2007–10 78 Figure 28: Emphasizing heritage for new flavors 80 Figure 29: Keeping brand ingredients and processes a secret appeals to consumers 81 Figure 30: New herbal flavors include hibiscus, jasmine and wild fennel 82 Figure 31: Aphrodope claims to contain aphrodisiac ingredients 83 Figure 32: Ethically produced ingredients are a growing trend in liqueurs 84 Figure 33: Leading flavor types (%) for new product launches in gin, 2007-10 88 Figure 34: The arms race in gin for the most number of botanical flavors 91 Figure 35: Floral notes add differentiation to gin brands 92 Figure 36: Nutmeg can add a winter seasonal flavoring to gin 93 Figure 37: Declining flavor categories for new product launches in gin (percentage point change) 2007–10 94 Figure 38: Oxley Classic English Dry Gin uses a unique cold distillation method 97 Figure 39: Gin Mare capitalizes on the image of the healthy Mediterranean diet 98 Figure 40: Leading flavor types (%) for new product launches in rum, 2007–10 103 Figure 41: Citrus adds a tangy note to rum 105 Figure 42: Spicy flavors offer an exotic, intense flavor element to rum 106 Figure 43: Anise and botanical flavor types have grown in popularity in rum 107 Figure 44: Declining flavor categories for new product launches in rum (percentage point change), 2007–10 108 Figure 45: Banks Five Island Rum incorporates rum from different countries 109 Figure 46: Bacardi Reserva Limitada presents a premium offering from a major brand 111 Figure 47: Consumers can be categorized into three types with differing flavor demands 116 Table of tables Table 1: Global alcoholic drinks market size by category ($bn), 2009–14 15 Table 2: Regional share of beer launches (%), 2007-10 19 Table 3: Leading flavor types in global beer launches (%), 2007-10 20 Table 4: Top 20 flavors in global beer launches, 2007-2010 22 Table 5: Regional share of flavored alcoholic beverage launches (%), 2007-10 36 Table 6: Leading flavor types in global flavored alcoholic beverage launches (%), 2007–10 38 Table 7: Top 20 flavors in global flavored alcoholic beverages launches, 2007-2010 39 Table 8: Regional share of flavored vodka launches (%), 2007–10 52 Table 9: Leading flavor types in global vodka launches (%), 2007–10 54 Table 10: Top 20 flavors in global vodka launches, 2007-2010 55 Table 11: A guide to vodka taste based