Emerging Flavors in Alcoholic Drinks: Key flavor trends in beer, vodka, gin, liqueurs, rum and flavored alcoholic beverages

Date: March 1, 2011
Pages: 119
Price:
US$ 2,875.00
Publisher: Business Insights
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: E5564BECBC8EN
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Emerging Flavors in Alcoholic Drinks: Key flavor trends in beer, vodka, gin, liqueurs, rum and flavored alcoholic beverages
Flavor trends in alcoholic drinks continue to evolve as companies seek to meet changing consumer tastes, expand into new consumer groups and bring more sophistication to brands in the face of high levels of brand competition.

Flavor innovation can provide the impetus to boost a stagnating category, create interest in an emerging sector and even drive a successful market entry for a new manufacturer. This report looks at flavor trends in alcoholic drinks, analyzing popular and emerging flavors in global launches over the 2007-2010 period. It focuses on six alcohol categories: beer, FABs, vodka, gin, liqueurs and rum.

Scope of this research
  • Gain key insight into popular and emerging flavor trends in alcoholic drinks across six product categories.
  • Understand the market dynamics that are driving flavor trends in the alcoholic drinks industry.
  • Utilize key data on flavor trends, including the leading flavor types across six categories during 2007 to 2010.
  • Identify products which demonstrate new flavor innovation.
  • Learn how to interpret flavor trends for your own markets to gain competitive advantage.
Research and analysis highlights

In beer, added flavorings must be proven to successfully integrate with its underlying taste. Overly strong flavorings are perceived as offputting, with subtle flavors having more general appeal as they enable the beer undernotes to shine through.

Vodka flavors are set to become more focused on subtle and natural flavors as consumers become more refined in their tastes and increasingly prejudiced against poorer quality, cheaper flavored vodkas which have a more syrupy, sweeter taste.

In contrast to other alcoholic drinks markets, the flavored alcoholic beverage category is relatively new, ensuring that consumers have fewer preconceived ideas of what flavors should be available. In addition, there are no well known base flavors to the drinks, so manufacturers are free to produce a wide range of flavor mixes in their products.

Key reasons to purchase this research
  • What are the leading flavors to emerge in each of the alcohol drinks categories?
  • Which flavor types are growing the fastest and which are in decline?
  • What are the key consumer motivations for accepting new flavors and how are these trends driving manufacturer innovation?
  • How can manufacturers use flavors to aid product consumption?
  • Which flavors could be the next big thing in each of the alcoholic drinks categories?
Table of Contents
About the author
Disclaimer
Executive summary
Beer
Flavored Alcoholic Beverages (pre-mixed drinks)
Vodka
Liqueurs
Gin
Rum

CHAPTER 1 INTRODUCTION

Market overview
Definitions

CHAPTER 2 BEER

Summary
Introduction
Flavor trends
Regional analysis
Segment analysis
Breakdown of key flavor types
The top 20 flavors in beer
Growth flavor types
Growing: Citrus
Growing: Ginger
Growing: Berry
Falling: Malt
Innovation trends
Craft beer makers innovate with flavors
Traditional flavor revivals
Experimenting with hop varieties
Session friendly beers with subtle flavors
Women friendly beer flavors
Beer giants’ female focused efforts
Females targeted with fruit beers
Female brewers
Conclusions

CHAPTER 3 FLAVORED ALCOHOLIC BEVERAGES

Summary
Introduction
Flavor trends
Regional analysis
Segment analysis
Breakdown of key flavor types
The top 20 flavors in flavored alcoholic beverages
Growth flavor types
Growing: Soft fruit
Growing: Citrus
Growing: Sweet
Falling: Berry
Innovation trends
Energizing alcoholic drinks that do not court controversy
Positioning flavored alcoholic beverages for at-home drinking
Natural ingredients and plant extracts
Targeting the flavor experimenter
Attracting the male drinker
Conclusions

CHAPTER 4 VODKA

Summary
Introduction
Flavor trends
Regional analysis
Segment analysis
Breakdown of key flavor types
The top 20 flavors in vodka
Growing: Apple/Pear
Growing: Citrus
Growing: Sweet
Falling: Berry
Innovation trends
“Better for you” vodkas
Vodka infusions offer more natural flavorings
Creative savory flavors
Vodka designed for food pairings
A flavor backlash
Conclusions

CHAPTER 5 LIQUEURS

Summary
Introduction
Flavor trends
Regional analysis
Segment analysis
Breakdown of key flavor types
The top 20 flavors in liqueurs
Growing: Berry
Growing: Citrus
Growing: Spicy
Falling: Sweet
Innovation trends
Stressing the heritage of flavors
Reformatting flavors in line with artisanal roots
Keeping ingredient mix a secret
Herbal liqueurs boost drinking experience
Liqueur flavors for celebrations
Using ethical ingredients
Conclusions

CHAPTER 6 GIN

Summary
Introduction
Flavor trends
Regional analysis
Segment analysis
Breakdown of key flavor types
The top 20 flavors in gin
Growing: Botanicals
Growing: Floral
Growing: Nut
Falling: Generic fruit; exotic fruit
Innovation trends
Bridging traditional with contemporary style
Lighter gins encourage new drinkers to the sector
Using fresh fruit from cold distillation
The healthy Mediterranean diet
Conclusions

CHAPTER 7 RUM

Summary
Introduction
Flavor trends
Regional analysis
Segment analysis
Breakdown of key flavor types
The top 20 flavors in rum
Growing: Citrus
Growing: Spicy
Growing: Anise; botanicals
Falling: Sweet
Innovation trends
Combining rums from multiple islands
Going back to American roots
Big brand offers own take on craft rum
Conclusions

CHAPTER 8 CONCLUSIONS

Key motivations for accepting flavor innovation
The Long-term Loyalist, Category Novice and Experimenter

APPENDIX

Methodology
Secondary research
Glossary/Abbreviations
Bibliography/References

TABLE OF FIGURES

Figure 1: The beer flavor wheel was developed to help describe beer flavors
Figure 2: Leading flavor types (%) for new product launches in beer, 2007–10
Figure 3: Citrus beers have grown in popularity due to their exotic but safe image
Figure 4: A desire for nostalgic products is fueling ginger beer’s growth
Figure 5: Berry flavored beers offer a seasonal addition to the beer category
Figure 6: Declining flavor categories for new product launches in beer (percentage point change), 2007-10
Figure 7: Fruit flavored beers aimed at female drinkers
Figure 8: Leading flavor types (%) for new product launches in flavored alcoholic beverages, 2007-10
Figure 9: Soft fruit is a popular flavor type for Flavored Alcoholic Beverage launches
Figure 10: Manufacturers have capitalized on the popularity of citrus flavors with novel flavored alcoholic beverage launches
Figure 11: Cocktails often inspire flavored alcoholic beverage sweet flavors
Figure 12: Declining flavor categories for new product launches in FABs (percentage point change), 2007–10
Figure 13: Ypioca Guarana contains guarana for its energizing properties
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
Figure 16: Apple and pear vodkas have been launched in specific fruit varieties
Figure 17: Citrus flavored vodkas have appeared in premium variations
Figure 18: Intense and subtle flavors can be tasted in sweet vodka varieties
Figure 19: Declining flavor categories for new product launches in vodka (percentage point change), 2007–10
Figure 20: Healthy vodkas are emerging, including herbal and açai infused varieties
Figure 21: Skyy Spirits has produced a successful vodka infusions line
Figure 22: Savory flavored vodkas are emerging in vodka
Figure 23: Leading flavor types (%) for new product launches in liqueurs, 2007–10
Figure 24: Berry flavored liqueurs are growing in popularity
Figure 25: Citrus flavored liqueurs have a strong global following
Figure 26: Spicy flavors add an interesting taste sensation to liqueurs
Figure 27: Declining flavor categories for new product launches in liqueurs (percentage point change) 2007–10
Figure 28: Emphasizing heritage for new flavors
Figure 29: Keeping brand ingredients and processes a secret appeals to consumers
Figure 30: New herbal flavors include hibiscus, jasmine and wild fennel
Figure 31: Aphrodope claims to contain aphrodisiac ingredients
Figure 32: Ethically produced ingredients are a growing trend in liqueurs
Figure 33: Leading flavor types (%) for new product launches in gin, 2007-10
Figure 34: The arms race in gin for the most number of botanical flavors
Figure 35: Floral notes add differentiation to gin brands
Figure 36: Nutmeg can add a winter seasonal flavoring to gin
Figure 37: Declining flavor categories for new product launches in gin (percentage point change) 2007–10
Figure 38: Oxley Classic English Dry Gin uses a unique cold distillation method
Figure 39: Gin Mare capitalizes on the image of the healthy Mediterranean diet
Figure 40: Leading flavor types (%) for new product launches in rum, 2007–10
Figure 41: Citrus adds a tangy note to rum
Figure 42: Spicy flavors offer an exotic, intense flavor element to rum
Figure 43: Anise and botanical flavor types have grown in popularity in rum
Figure 44: Declining flavor categories for new product launches in rum (percentage point change), 2007–10
Figure 45: Banks Five Island Rum incorporates rum from different countries
Figure 46: Bacardi Reserva Limitada presents a premium offering from a major brand
Figure 47: Consumers can be categorized into three types with differing flavor demands

TABLE OF TABLES

Table 1: Global alcoholic drinks market size by category ($bn), 2009–14
Table 2: Regional share of beer launches (%), 2007-10
Table 3: Leading flavor types in global beer launches (%), 2007-10
Table 4: Top 20 flavors in global beer launches, 2007-2010
Table 5: Regional share of flavored alcoholic beverage launches (%), 2007-10
Table 6: Leading flavor types in global flavored alcoholic beverage launches (%), 2007–10
Table 7: Top 20 flavors in global flavored alcoholic beverages launches, 2007-2010
Table 8: Regional share of flavored vodka launches (%), 2007–10
Table 9: Leading flavor types in global vodka launches (%), 2007–10
Table 10: Top 20 flavors in global vodka launches, 2007-2010
Table 11: A guide to vodka taste based on gradings
Table 12: Regional share of liqueur launches (%), 2007–10
Table 13: Leading flavor types in global liqueur launches (%), 2007-10
Table 14: Top 20 flavors in global liqueur launches, 2007-2010
Table 15: Regional share of gin launches (%), 2007–10
Table 16: Leading flavor types in global gin launches (%), 2007–10
Table 17: Top 20 flavors in global gin launches, 2007-2010
Table 18: Regional share of rum new product launches (%), 2007-10
Table 19: Leading flavor types in global rum launches (%), 2007–10
Table 20: Top 20 flavors in global rum launches, 2007-2010

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