How the Alcohol Industry is Capitalizing on the Health and Wellness Movement


Alcohol For Health & Wellness

How the Alcohol Industry is Capitalizing on the Health and Wellness Movement


The health and wellness movement sweeping across categories has had a surprising effect on the alcohol industry.

On the one hand, consumers are drinking less. Fueled by emerging research on the negative health impacts of alcohol and movements like Dry January and Sober October, consumers are increasingly mindful of what and how much they are drinking.

In fact, US alcohol volumes fell .8% in 2018 — declining for the fifth year in a row — according to industry tracker IWSR.

But it’s not all bad news for the alcohol industry.

The health and wellness focus provides a host of better-for-you innovation opportunities for alcohol brands. And players who have incorporated a health and wellness angle into their product offerings are seeing pockets of growth.


Three promising trends we’re seeing include:


1. Botanical Spirits

Botanical spirits are part of the healthy cocktail trend. In order to resonate with health-conscious consumers, liquor brands are enhancing their spirits with plants, reducing the need for sugary mixers and chemical-laden add-ins.

Each bottle of The Botanist Gin, for example, is infused with 22 ‘hand foraged local botanicals.’ And last year, Ketel One launched a line of botanical vodkas including Cucumber & Mint, Grapefruit & Rose, and Peach & Orange Blossom. It has fewer calories and a lower proof than similar distilled beverages.


2. Non-Alcoholic Beverages

According to Distill Ventures, “The most exciting trend in the drinks industry right now is the emergence of the new category we call ‘non-alcoholic.’

Drink companies are responding to consumers’ desire to drink less alcohol by introducing a variety of low and no alcohol beverages.

These beverages differ from traditional soft drinks in that they still offer the flavors and elevated drinking experiences traditionally associated with alcoholic beverages.


Alcohol-free: Heineken

Heineken, for example, recently launched an alcohol-free beer in the US. They kept the traditional green bottle and label to show it was the same taste as the full-strength beer.


3. Euphorics

Kin Euphorics is a new type of beverage looking to disrupt the alcohol industry.

Startup Kin calls its beverage a “Euphoric” - a cocktail of adaptogens (stress relieving herbs and mushrooms), nootropics (cognitive enhancing substances), and botanicals.

According to Kin, the drink “revives mind and body while lifting us toward a bliss we can feel.” The brand markets itself as a way to get a buzz without alcohol and without the dreaded hangover.


While these new wellness-inspired trends may seem surprising for a category traditionally associated with indulgence, they present real innovation opportunities for brands.

Successful companies will be able to expand their definition of the category and meet the needs of the health conscious consumer in new and unexpected ways.

Be on the lookout for more health and wellness inspired trends in the alcohol space.


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