Alcohol brands launch ranch water cocktails to appeal to health-focused consumers
Trend - Ranch water is a Texas-style tequila highball drink made with lime, tequila, and mineral water. The beverage is now being produced by alcohol brands as a canned cocktail that can be enjoyed at home.
Insight - The popularity of seltzers has continued to grow as consumers search for low-calorie, low-carb, and low-sugar beverages. This comes as individuals increasingly prioritize their health and look for ways to indulge without disrupting their wellness routine. These consumers will flock to products that are poised as a healthier alternative to traditional alcoholic beverages.
Insight - The popularity of seltzers has continued to grow as consumers search for low-calorie, low-carb, and low-sugar beverages. This comes as individuals increasingly prioritize their health and look for ways to indulge without disrupting their wellness routine. These consumers will flock to products that are poised as a healthier alternative to traditional alcoholic beverages.
Workshop Question - How can your brand fit into customer routines without disruption?
Trend Themes
1. Low-calorie, Low-carb, Low-sugar Beverages - Consumers are prioritizing health and searching for indulgent beverages that fit their wellness routine. Brands are offering traditional alcoholic drinks reimagined with healthier ingredients.
2. Ready-to-drink Canned Cocktails - Consumers favor convenient and accessible beverage options. Brands are creating ready-to-drink canned cocktails with authentic complex tastes.
3. Gluten-free Seltzers - Consumers are actively seeking gluten-free beverage options. Brands are offering seltzers, particularly ranch water, that are low in gluten content but high in flavor.
Industry Implications
1. Alcoholic Beverages - The industry can explore creating low-calorie, low-carb and low-sugar beverages; canned cocktails with complex flavors; and gluten-free seltzers to attract health-conscious consumers.
2. Food and Beverage - The industry can collaborate with alcoholic brands to suggest food pairings for canned cocktails and ready-to-drink seltzers to improve customers' drinking experiences.
3. Wellness and Health - The industry can tap into the low-calorie, low-carb, and low-sugar beverage trend by creating healthy alternatives to traditional sugary drinks and alcoholic beverages.
