Mediterranean spirits, wines are beers are gaining popularity in North America
Trend - Alcoholic beverages and non-alcoholic spirits that are inspired by the taste and traditions of the Mediterranean are entering the North American market. Brands are emphasizing such beverages for their authenticity and distinct cultural flavor.
Insight - Conditioned by the expansion of globalization which makes different cultural traditions from around the world available in North America, consumers are embracing their adventurous spirit to test out recipes—be that of food, beverage, or skincare—from abroad. Rooted in a sense of curiosity that is inspired by the novelty of a new experience, consumers are feeling excited to engage in something unfamiliar and authentic.
Insight - Conditioned by the expansion of globalization which makes different cultural traditions from around the world available in North America, consumers are embracing their adventurous spirit to test out recipes—be that of food, beverage, or skincare—from abroad. Rooted in a sense of curiosity that is inspired by the novelty of a new experience, consumers are feeling excited to engage in something unfamiliar and authentic.
Workshop Question - How can your brand emphasize culture in its offerings?
Trend Themes
1. Mediterranean-inspired Beverages - Increasing demand for adventurous, culturally distinct and authentic alcoholic and non-alcoholic beverages made with Mediterranean ingredients are entering the North American market.
2. Distilled Non-alcoholic Spirits - The rise in demand for non- and low-alcoholic options provides an opportunity to create innovative distilled non-alcoholic spirits, using traditional distilling methodologies with zesty and aromatic natural ingredients.
3. Organic Wines with Modern Packaging - There is an opportunity for companies to produce and introduce organic wines to the market, using a variety of natural ingredients inspired by Mediterranean wine-making traditions, and modern packaging to appeal to consumers.
Industry Implications
1. Beverage Industry - The Mediterranean-inspired drinks and distilled non-alcoholic spirits offer opportunities for businesses to innovate and expand product ranges tailored to North American consumers' preference.
2. Packaging Industry - The shift towards modern and sleek packaging in the ever-expanding organic wine market presents opportunities to build differentiation and cater to consumers looking for sustainability and aesthetic appeal.
3. Culinary Industry - The use of Mediterranean ingredients for beverages provides opportunities for chefs to incorporate them into innovative culinary creations that satisfy consumers' demand for novel gastronomic experiences.
