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
Iris van Herpen unveils Sympoiesis at Paris Haute Couture Week

News

Iris van Herpen unveils Sympoiesis at Paris Haute Couture Week

At Paris Haute Couture Week, Iris van Herpen unveiled Sympoiesis, a collection steeped in material innovation.
Couture : Fashion : Bioluminescent Algae
Foresight Friday: Dan Hastings, deputy foresight editor

News

Foresight Friday: Dan Hastings, deputy foresight editor

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about.
Fashion : Luxury : Pop Culture & Media
Stat: Global spending on leisure travel will triple by 2040

News

Stat: Global spending on leisure travel will triple by 2040

A new report by Boston Consulting Group reveals that the global leisure travel market is set to triple in value, growing from £3.51 trillion ($4.25...
Travel : Hospitality : Tourism
Tripadvisor rebranding elevates travellers’ voices

News

Tripadvisor rebranding elevates travellers’ voices

Tripadvisor has unveiled a major rebranding led by creative studio Koto, marking its evolution from a pioneering travel guide into a global booking...
Travel : Hospitality : Design
Atlanta’s first women’s sports bar Jolene Jolene redefines the game

News

Atlanta’s first women’s sports bar Jolene Jolene redefines the game

Jolene Jolene, Atlanta’s first-ever women’s sports bar, is proof that interest in women’s sports is reshaping the traditionally male-dominated spor...
Hospitality : Sports : Leisure
Stat: Gen Z aren’t quitting alcohol after all

News

Stat: Gen Z aren’t quitting alcohol after all

New research challenges the narrative that Gen Z are the sober generation.
Statistic : Generation Z : Alcohol
Pattern Beauty brings authenticity and curl culture to tv with first-ever commercial

News

Pattern Beauty brings authenticity and curl culture to tv with first-ever commercial

Tracee Ellis Ross has launched Pattern Beauty’s first ever tv commercial, a 60-second spot that blends humour, nostalgia and a celebration of textu...
Haircare : Pattern Beauty : Beauty
The Messenger bot quietly transforming women’s safety in Jordan

News

The Messenger bot quietly transforming women’s safety in Jordan

A discreet digital tool is offering life-saving support to vulnerable women in Jordan.
Artifical Intelligence : Technology : Women's Safety
Stat: Study finds TikTok is reshaping luxury discovery

News

Stat: Study finds TikTok is reshaping luxury discovery

A new study in the US, the UK, France and Italy, commissioned by TikTok, reveals a structural shift in how consumers discover luxury, inc...
Statistic : TikTok : Luxury
BMW rebrands motorcycling as digital detox

News

BMW rebrands motorcycling as digital detox

BMW Motorrad and its UAE dealership AGMC have launched Throttle Therapy, a series of 10-second videos positioning motorcycling as a form of digital...
Health & Wellness : Advertising : Digital Detox
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