Future Forecast:   Drink in 2018
Clos19 by LVMH, Global

Future Forecast:
Drink in 2018

Tradition will take a back seat as an urban mindset that prizes convenience over provenance takes hold among many consumers.

Clos19 by LVMH, Global Clos19 by LVMH, Global

Every day until Christmas we will be highlighting sector-specific microshifts featured in the 2018 Future Forecast report, which you can download in full here.

Lab Notes: Quality Control

Although curiosity is often at the heart of drink purchases in both the on- and off-trade, this has to be balanced with the desire for attainment. Consumers want to obtain things more quickly, but they also want access to things they’ve never tried before.

This is why the time is ripe for synthetic alcohol to live up to its promise. Even though alcohol made in a lab remains a nascent idea, it will become even more developed next year as consumers increasingly recognise its benefits.

But there is another tension in the world of alcohol, because even as consumers strive to attain the inaccessible, they are also more interested in quality than ever before. Alcohol sales may be down, but spirits consumption is up, and that tale of quality over quantity will continue next year. New narratives, such as those on terroir, sustainability and geographical distinctions, will be used to attract consumer interest.

1. Sci-Fi Spirits

Nordic Spirits Lab Nordic Spirits Lab

While the conversation on lab-grown ingestible products mostly centres around cultured meat, alcohol created in the laboratory is becoming a larger part of the conversation. And although consumer concern over ‘hacked’ foods is latent, the synthetic offerings that show a clear benefit may find some appeal.

In Los Angeles, The Lost Spirits Distillery has been working to age rum and whisky synthetically in record time using a high-tech reactor that uses heat and light to speed up the process, creating the complexity of a 20-year-old liquor in just six days to satisfy the impatience of many drinkers.

Professor David Nutt at Imperial College has spent the past decade inventing alcosynth, a synthetic alcohol which mimics the positive effects of alcohol while negating the toxicity of it, which can lead to hangovers. Also on the market now is Bellion’s Functional Vodka, which is created using NTX technology, a proprietary blend of additives said to lessen the damaging effects of alcohol on the liver.

2. Closed-loop Agave

Industry Innovator: Sombra Mezcal

Big idea: Creating a sustainable solution for mezcal production by planting one agave plant for every one harvested and using spent agave fibres to create adobe bricks for local community buildings.

Why it matters in 2018: The tequila market is forecast to grow at a steady rate of 3% a year until 2021 (source: Technavio), and current agave practices may not be sustainable enough to feed this growth. Sombra Mezcal is investing its distillery with a sense of purpose, not only by practising restraint in its production, but also by ensuring that its work enriches its community overall.

3. The Reign of Terroir

Ko Hana Agricole rum, Hawaii. Photography by Ari Espay and Liza Poleti Ko Hana Agricole rum, Hawaii. Photography by Ari Espay and Liza Poleti

In 2018 tradition will give way to a conversation around terroir, which will give spirits a greater sense of place.

Some spirits, such as tequila and whisky, have to be produced in particular regions, but to compete in a crowded market, more will be made of the specific locations within a region as a point of difference.

In Scotland’s Isle of Raasay, R&B Distillers has begun production of its whisky, and is focusing on local elements such as the volcanic mineral content in the island’s water supply as well as planting barley trails to determine whether the climate is suitable for growing and ripening the plant.

‘Terroir is not simply a notional concept. It really does shine through in our food and drink, and enables us to experience the history and traditions of a place through our palate and senses,’ explains Claire Smith-Warner, head of spirits education for Moët Hennessy.

4. Local Focus

UK: Brexit Booze

The UK will face an upward battle when it comes to drink sales, thanks to the continuing uncertainty surrounding the future post-Brexit. But while imported wine, beer and spirits may be more expensive next year, it could be an opportunity for domestic products to shine.

A record one million grapevines are expected to be planted in the UK from April 2017 to April 2018, and the growing category of English sparkling wine could become a more attractive option on the shelf. English spirits alternatives may also find favour, with recent launches of innovative products such as Southwestern Distillery’s take on pastis, an aniseed-flavoured liqueur from France.

Download the Future Forecast PDF

Download a PDF of the full Future Forecast 2018, featuring 40 predictions across food, drink, luxury, fashion, youth, retail, travel & hospitality, technology, health & wellness, and beauty. Get your copy here.

Discover More News
AI-generated images of animals in plastic help WWF-Korea raise awareness about pollution

News

AI-generated images of animals in plastic help WWF-Korea raise awareness about pollution

WWF-Korea has launched Animal Trash Fashion, a powerful out-of-home campaign using AI to starkly illustrate the devastating impact of plastic pollu...
Sustainability : Design : Advertising
Rixo launches pre-loved resale platform

News

Rixo launches pre-loved resale platform

British fashion brand Rixo is expanding its circular ambitions with the launch of Rixo Pre-Loved, a resale platform where customers buy and sell it...
Retail : Fashion : Sutainability
Stat: Global business travel spending hits historic high

News

Stat: Global business travel spending hits historic high

Business travel is set to reach a record £1.18 trillion ($1.57 trillion, €1.36 trillion) by the end of 2025, according to ...
Stat : Statistic : Global Travel Market
Axe gamifies fragrance sampling with arcade-inspired bus stop activation

News

Axe gamifies fragrance sampling with arcade-inspired bus stop activation

Axe is making fragrance sampling fun again with a new campaign for its Cherry Fizz body spray.
Advertising : Fragrance : Retail
New wearable tracks hydration levels in real time

News

New wearable tracks hydration levels in real time

Researchers at the University of Texas at Austin have developed a non-invasive wearable that continuously monitors hydration levels in real time.
Wearable Technology : Healthcare : Hydration
Stat: Online resale is booming in Britain

News

Stat: Online resale is booming in Britain

Online resale is booming in Britain, with pre-owned shopping now worth £4.3bn ($5.8bn, €5bn) annually and is set to rise to £4.8bn ($6.4bn, €5.5bn)...
Retail : Fashion : Technology
Prada’s 2025 Qixi campaign turns Shanghai’s bridges into a stage for love

News

Prada’s 2025 Qixi campaign turns Shanghai’s bridges into a stage for love

Prada’s campaign for the 2025 Qixi Festival – often referred to as Chinese Valentine’s Day – reimagines China’s legendary love tale through an...
Luxury : Fashion : Chinese Folklore
M&S tracks plastic’s afterlife with invisible UV packaging tags

News

M&S tracks plastic’s afterlife with invisible UV packaging tags

M&S : Sustainability : Retail
Stat: Britons are increasingly turning to biohacking through wellness supplements

News

Stat: Britons are increasingly turning to biohacking through wellness supplements

According to a July 2025 YouGov poll, one in five Britons (21%) have taken a wellness supplement in 2025 – pointing to the rise of personalise...
Health And Wellness : Supplements : Stat
Ocado’s Shopping List Stories campaign finds emotional value in the weekly shop

News

Ocado’s Shopping List Stories campaign finds emotional value in the weekly shop

Ocado is reframing grocery shopping as an emotional experience with Shopping List Stories, a new campaign by Uncommon Creative Studio.
Food And Drink : Supermarket : Branding And Advertising
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN