 The wine and spirits industry embraces innovative flavors to provide saving consumers with premium spirits, functional cocktails and brothtails, and no- and low-alcohol stimulants to cater to the ever-changing customer preferences. This year, the wine and spirits industry is offering more exciting developments and line extensions to provide something for all types of drinkers.
Did you know . . .
Allen Marketing Communications, Inc., a boutique wine and spirits PR agency in NYC, has identified five key wine and spirit trends that are shaping the industry this year. Protein Cocktails And Brothtails: The Functional Frontier Conscious drinking incorporates a wellness element into wine and spirits. Protein cocktails and brothtails combined with ingredients, such as bone broth or superfood, that are beneficial to the body. “There is a clear increase in the consumption of alcoholic products that are associated with wellness in fitness training and other health-conscious persons.” (Source: Beverage Daily). Popular establishments are using various proteins, adaptogens, and other superfoods in cocktails alongside the common components. Here are a few innovations tapping into this trend. Protein Espresso Martini: The Espresso Martini adds protein whey or plant protein to the martini and consumers drink it after a workout session. Savory Brothtails: Savory Brothtails use umami elements such as miso, mushroom extract, and bone broth to create a unique brothtail. “Functional cocktails are appearing in high-end bars to satisfy the modern consumers who are seeking drinks that bring something beyond getting drunk.” (Source: Bartender Spirits Awards). Low And No-Alcohol Options: Moderation And Mindful Consumption The moderation trend remains on the rise, especially with the new generation of users, with many of them deciding to become nondrinkers. Research reveals “four in 10 members of the Gen Z population claimed that they do not drink alcohol at all, and such a trend continues to manifest in 2025.” (Source: IWSR). Low- and no-alcohol beverages have become popular products to adapt to the ‘sober curious’ movement in recent years. Wine and spirits manufacturers are introducing modern and far more nuanced products that bring the same sense of identity and social savoriness as spirits and cocktails do. The following are some of the new coups that are evident in this political category: White Spirits: Several companies are “offering zero-proof gin, whiskey, and rum substitutes with botanical notes.” (Source: SevenFifty Daily). Low-ABV Cocktails: There is an increasing trend where bars and restaurants are targeting the market associated with moderate drinkers. Novelty Products: “Flavored by adaptogens, cannabis, or cognition boosters, functional non-alcoholic beverages promote relaxation and improved mood, containing no alcohol.” (Source: Beverage Daily). The low- and no-alcohol beverages cater to consumers who are more concerned with leading a healthier lifestyle. Ready-To-Drink Cocktails: Convenience Meets Craftsmanship The ready-to-drink (RTD) cocktail category remains popular because people enjoy ready-to-consume, high-quality products in today’s busy world. Reports have projected that the “RTD sector is set to grow at more than 10 percent for the next few years amidst growing consumer preference for premium and convenient drinking.” (Source: IWSR). Here are some innovative trends in the 2025 RTD market: Premium Ingredients: “More brands are using premium alcohol sous for spirits, genuine fruit juice, and botanical blends for an upgraded RTD cocktail.” (Source: Beverage Daily). Eco-Friendly Packaging: “Sustainability remains a priority, with brands opting for recyclable and biodegradable packaging.” (Source: Bartender Spirits Awards). Low-Sugar And Health-Focused Options: RTD cocktails with natural sugars, low sugar, and new-age benefits such as natural electrolytes are on the rise. “There are special occasions, social functions, outdoor occasions, and traveling occasions, which complement today's consumers’ trend of on-the-go, sophisticated, convenient, quality products.” (Source: ABC Store). Flavored Spirits And Botanicals: Exploring New Sensory Experiences Bold and exotic flavors remain a key trend in the spirits sector, especially with the botanically flavored drinks. Reports show “that botanical-infused gin, umami whiskey, and chili tequila have emerged as the trendsetters in the alcoholic beverages industry.” (Source: SevenFifty Daily). Savory And Umami Notes: “Miso, mushrooms, seaweed, and fish sauce are now being used and experimented with in spirits and cocktails.” (Source: Bartender Spirits Awards). Floral And Herbal Infusions: “Little additions such as lavender, hibiscus, rosemary, and sage enhance the flavors of the cocktails.” (Source: The ABC Store). Spicy Spirits: Chili-flavored tequila, cinnamon whiskey, and pepper-flavored vodka define the spirit of those willing to experiment. “Consumers are increasingly interested in the sensation that cocktails provide.” (Source: Bacardi). There is a whole new era of cocktail-inspired mixology—experts are experimenting with different flavors such as sweet, sour, bitter, and umami. Premium Products: The Concept Of “Less Is More” Today’s consumers are less concerned with the quantities in their possession but with the quality of the products. This trend can be seen today in spirits: consumers are willing to spend on premium, artisanal, and niche spirits of superior quality. “Ultra-premium spirits such as tequila and whiskey have been on the rise due to the trend of consumers avoiding cheap, bulk spirits in favor of quality spirits brands.” (Source: The ABC Store). There is an increase in sales of the super-premium and ultra-premium tequila segment due to a shift toward more craft and aged products. Recent reports reveal, “consumers up to the age of forty-four in the US planned to take part in buying premium spirits in 2024, and this also holds for 2025.” Also, there is an increased market demand for neutrality and clarity regarding the production process. This year, “organic products and eco-friendly distillation techniques will gain much popularity and, hence, become the center of focus.” (Source: IWSR). It also carries over to wine and the increasing popularity of bio and natural wine, which are regarded as healthier and more sustainable. The Future Of Wine And Spirits In 2025 The wine and spirits industry is constantly evolving to meet the ever-changing needs of the consumers. Our savvy team of public relations professionals and social media strategists can elevate your brand to the next level. Contact us today. By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.
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 The web design industry is integrating new trends—AI personalization, AR treatment, sustainable layouts, voice search optimization, and performance-driven layout—to provide brands with interactive strategies to influence the customers. In addition, personalization has made the website more understandable and interactive to meet the expectations and demands of users and the market.
Modern tendencies in web design are not only focused on the looks but also on the functionality, accessibility, and speed of the site (Source: Forbes). Specifically, this blog by Yukti Digital, a partner agency for Allen Marketing Communications, Inc., a boutique travel and lifestyle PR agency based in New York City, examines five key website trends a business is likely to see by 2025 that they must incorporate to remain relevant. Immersive 3D And Augmented Reality (AR) Experiences With the growing concept of digital experience, the use of 3D and AR aspects becomes increasingly immersive in how the users interact with a website. The feature is useful in e-commerce, real estate, and travel agencies, where customers can visualize the products and services to be available more realistically. “The use of AR-driven websites can boost engagement rates by as much as 70 percent; this is because the customers can get a feel of products without having to physically touch them, for example, through a virtual trial for a particular dress in a virtual fitting room or a virtual tour of a hotel suite.” (Source: Smashing Magazine). Many companies have incorporated the use of AR in boosting their sales and experience. Moreover, “it has been discovered that web experience has a positive effect on recall and interaction rates and is therefore vital concerning competition in 2025. (Source: Forbes). By the combined usage of 3D visuals and augmented reality technology, it becomes possible to increase the level of users’ trust and corresponding conversion rates. AI-Powered Personalization And Automation Website design and, more specifically, the functionality of these sites is gradually becoming increasingly infused with artificial intelligence applications. Machine learning principles are implemented in AI-powered websites to identify user activities and trends and provide content and products that suit the consumer’s needs or create on-the-spot chatbots. Customer engagement with a product or service is boosted by half if it has been personalized with the help of an artificial intelligence algorithm based on the customer’s interests and website use history (Source: HubSpot). Today’s websites continue to adopt the use of AI chatbots and voice assistants, and we are now seeing predictive analytics making commercial experiences as natural as human-mimic interactions. “When consumers are following an automated lead, bounce rates are cut, and conversions are optimized because of better user experiences on sites.” (Source: TechCrunch). Every business decision to incorporate the use of AI automation in its operations will give it an advantage in the market because it will deliver better intelligent digital experiences in 2025. Sustainable And Eco-Friendly Web Design Website design has also adopted the environmentalism trend because sustainability has become part of the strategic goals of all companies and consumers. The Internet websites with low carbon emissions, efficient coding, and eco-savvy hosting environments are trending in 2025. “80 percent of consumers prefer to consult with brands that consider the environment, including social networks.” (Source: Search Engine Journal) Some aspects include optimizing the size of images to consume less bandwidth, the use of grayscale or night mode to reduce power consumption, and brevity of code used. “Green hosting solutions such as the use of renewable energy for data centers are no longer a luxury but a necessity.” (Source: TechCrunch). Sustainable web design allows companies to decrease their chances, which can be adverse to the environment, and gain loyal customers who seek to deal with environmentally friendly enterprises. Voice Search Optimization And Conversational Interfaces In light of voice assistants such as Alexa, Google Assistant, and Siri, voice search is gradually turning into one of the most important website trends for 2025. There is a noticeable increase in website users using voice instead of manually operating their devices, thus resulting in a call for conversational and voice-activated interfaces. More than “55 percent of searches are expected to be voice-based in 2025, meaning websites need to adapt their content structure to accommodate natural language queries.” (Source: Search Engine Journal). Instead of text-based SEO, companies are shifting their attention towards voice SEO, which emphasizes question-based answers and voice-based responses. The effectiveness of deep learning voice chatbots helps overcome the issues related to instant customer support and customer engagement. Voice search can be used to enhance access, increase website ranking, and meet the needs of the increasing users who prefer voice-first. Ultra-Fast Load Speeds And Performance-Driven Design Website speed and performance are still important in 2025 since the user demands for immediate multimedia content delivery are highly demanding. For instance, “page latency of one second can result in a loss of seven percent of conversions, highlighting the requirement for fast and lean sites.” (Source: Forbes). In this regard, to cope with such challenges, modern-day facilities are deploying next-generation web technologies like progressive web apps (PWAs), accelerated mobile pages (AMP), and AI-driven caching. More brands are using CDN, lazy loading, and optimized images for the pages to load faster. Moreover, while we are seeing more and more minimalist and clean designs of UI and UX to avoid loading the program and make it run slower. Hence, optimizing the performance of websites can be a key success factor for this year such that improved speed and efficiency increase user satisfaction, reduce bounce rates, and lead to better SEO rankings. From gaining valuable information to bringing dynamism to the digital world of business, our web developers provide businesses with the best ways to achieve the highest online exposure, enhance available customer relations, and foster sustainable business development. By Sanjay Poddar, chief executive officer, Yukti Digital, and a consultant for Allen Marketing Communications, Inc.  Functional beverages are rich in vitamins and minerals, herbs, amino acids, probiotics, or other bioactive substances, and these beverages are designed to improve digestive health, boost immunity, energy, and cognitive performance. Health-conscious individuals are embracing popular functional beverages such as energy drinks, herbal teas, functional waters and juices, protein drinks, plant-based dairy alternatives, probiotic and probiotic beverages, and protein drinks.
Did you know . . .
Market Dynamics And Future Outlook The functional beverages sector is likely to have steady growth in the years to come, especially the products based on natural ingredients, personalization, and sustainability. People are interested in products that will help them to find a perfect match for their wellness that includes consuming better water, a healthy gut, and boosted brain activity. The concept of ‘health up’ rather than 'sugar down,’ reflects the preference for foods that contain the nutrients that will benefit the body rather than avoiding the nutrients that will be detrimental to the body. “This change is seen in functional sodas, enhanced waters, and adaptogenic drinks.” (Source: Food Navigator-USA). To tap into the new trends, the beverage companies are considering the use of natural flavors, botanical extracts, and functional fibers, which help to supplement the nutritional values of the drink. In this blog, Allen Marketing Communications, Inc., a boutique food and beverage public relations agency based in New York City, spotlights the key functional beverage trends. Wellness Drinks: Holistic Health In A Bottle Wellness drinks contain elements such as adaptogens, antioxidants, vitamins, and minerals to improve energy, stress, and focus. Some functional juices are now incorporating mushrooms, lion’s mane and reishi, for their anti-stress and brain-promoting qualities. Research reveals “79 percent have shown willingness to consume products for brain health, making wellness drinks a new sub-sector of functional drinks.” (Source: Glanbia Nutritionals). Probiotic And Prebiotic Drinks: Gut Health Takes Center Stage Consumers’ interest in how gut health directly affects their well-being has increased the demand for probiotic and prebiotic drinks. These beverages are aimed at having a prebiotic or probiotic effect on the digestive system, strengthening the immune system, and even improving overall mental health. “The global adaptogenic mushrooms market will be worth $8.7 billion in 2022 and is predicted to grow by 10 percent in the next ten years, signifying the market demand for functional health products.” (Source: Technavio). Prebiotic sodas and fermented drinks, such as kombuchas, are becoming popular since they are tasty while also healthy for the gut. “The growing consumer awareness is spurring innovative beverages that contain all sorts of fibers and fermented ingredients.” (Source: Food Navigator-USA). Hydrating Drinks: Beyond Basic Thirst Quenching Functional hydrating drinks now contain more electrolytes, vitamins, and minerals for increased rehydration and replenishment. “New types of water enriched with vitamins and minerals, including water enhancers and electrolyte-infused beverages that can meet demand for both hydration and nutrition value, prove this trend.” (Source: AMC Global). Research reveals “the functional beverage market will continue to grow, especially through products that provide for enhanced hydration during vigorous physical activities.” (Source: Mordor Intelligence). Clean-label and natural sources have led to a rise in the use of natural and even organic ingredients in brands. Dairy Alternative Drinks: The Plant-Based Revolution Dairy substitute products such as almond milk, soy, oat, and coconut milk have exploded in popularity as consumers seek more plant-based food. The plant-based alternatives are suitable for people who are allergic to milk, vegetarians, and those who would like to embrace a green diet with natural foods. “The dairy and dairy alternative beverage market is growing, and there is a great market for plant-based products due to people’s concerns about their health.” (Source: Mordor Intelligence). Food producers are also adding nutrients that are present in traditional cow’s milk, including calcium, vitamin D, and proteins, to plant-based milk. Dairy alternatives are set to shape the functional beverage market. Sustainability And Transparency In Functional Beverages In addition to the health benefits, consumers are now paying attention to the sustainability of the products. Consumers would also like to have information on the origins of foods and their production. To meet these demands, “brands have started declaring their ingredient lists, adopting ethical production practices, and using creative packaging and innovative and recyclable materials.” (Source: AMC Global). Functional beverages also include upcycling of the ingredients used, biodegradable packaging, and carbon-neutral measures. There is also a shift in focus to regional sourcing—the manufacturers source raw materials from local farms and producers to fulfill their supply chain. Regional sourcing goes a long way in making the food and beverage sustainable and, at the same time, satisfying the customers’ desire for authentic and organic products. The functional beverages market presents major opportunities for brands to add line extensions to cater to health-conscious consumers. By using targeted media relations and social media marketing, our team of food and beverage professionals and social media strategies can help brands tap into the growing functional beverages market. By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc. |
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