The wine and spirits has grown tremendously with the rise of RTDs, low - and no-alcoholic drinks during the last two years.  The wine and spirits industry has seen innovative product extensions featuring herbal, botanical, and citrus flavor combinations and eco-friendly alternatives.
Did you know . . .
 

• “The US alcoholic beverage market generated $261.1 billion in revenue as of 2022. The market is anticipated to expand by an additional 10.51% a year between 2022 and 2025. Sales of beer account for $111.5 billion or more of total revenue.” (Source: Statista)
• “In the US, seltzer consumption climbed by 130 million cases in 2020, beer and malt beverage consumption increased by 25 million cases, spirits consumption increased by 15 million cases, and wine consumption increased by 3.5 million cases.” (Source: Drink Information Group)

 
The Covid-19 pandemic has increased at-home consumption, which coincided with a rise in new alcohol varieties and the emergence of the term "cocktailing." Batched cocktails to go, which has served as a lifeline for many restaurants and bars providing a new stream of revenue during the pandemic, has become a mainstay with bars and restaurants.
 
The alcohol business is still expanding in terms of overall volume consumption. Consumers can now once again enjoy on-premise drinking experiences. Whiskey is a key driver for the spirits industry and marketers are finding ways to reach younger customers.
 
In this blog, Allen Marketing Communications, Inc., a boutique wine and spirits and lifestyle public relations agency, showcases key trends in the alcoholic beverage market.
 
Ready to Drink (RTD) Alcoholic Beverages Are Here To Stay
 
It's impossible to read about the most recent developments in the alcoholic beverage sector without learning about the rising acceptance of ready-to-drink (RTD) options. Although RTD alcoholic beverages have been available for a while, the demand is growing for these drinks.
 
“RTD drinks are by looking at the 597 percent increase in sales of cocktail variations made with malt from the previous year. Hard seltzer RTDs, not to be outdone, are at 193 percent, while the choices for canned wine are at 77.5 percent.” (Source: Nielsen)
 
Craft Beer Is No Longer A Specialized Product
 
It can be life-changing to try a craft brew for the first time.  It shouldn't be unexpected that craft beer has gained enormous popularity because it has accomplished it for many people.
 
Sales of craft beer increased by 5 percent in 2018. In addition, it is anticipated that by the end of this year, there will be about 8,000 craft breweries operating in the United States. There were just more than 1,511 craft brewers in existence in 2007. (Source: Austria Juice)
 
Craft beer has become so popular that even the bigger names in the alcoholic beverage business are anticipated to participate in the trend at some point in the future. The question of whether or not they will be successful in making artisan beer is entirely different.
 
Low And No Alcoholic Drinks
 
The desire for new low and no-alcohol solutions is being driven by sobriety and health aware initiatives. The low and non-alcoholic drinks currently “represent a 3.5 percent market share.” (Source:  Sensient) With the aid of more nuanced flavors, this market, however, is prepared for big changes.
 
“17 percent of people who drink low- and no-alcohol beverages completely forgo alcohol. At the same drinking event, 58 percent of customers in this sector will really transition between low, no, and full alcoholic beverages.” (Source: Sensient)
 
Low- and no-alcohol products are being influenced by the same flavor trends as are being observed in spirits and RTDs. Customers in this market want to be able to indulge while still enjoying sophisticated drinks that provide advantages for their health and convenience.
 
Premiumization Will Maintain The (Luxury) Spirit
 
Since customers want to create 'affordable luxury' experiences in their homes and are prepared to spend more on higher-quality products across all alcohol categories. During the pandemic, there has been a demand for premium spirits and there are no signs that this trend is slowing down.
 
In the US, high-end tequila rose to prominence for the first time because of home-mixology trends on TikTok and Instagram. “By 2024, it is anticipated that premium spirits' market share will rise by up to 13 percent due to younger consumers' attraction to the rich tradition of spirits manufacturing and the sustained appeal of cocktails served on-site.” (Source: Snipp)
 
In the sparkling wine market, where high-end bubbles are on the rise, this premiumization trend is also anticipated to grow to meet market demand. Strong demand in the United States, where volumes increased by 8 percent, respectively, in 2022, is fueling growth in Prosecco and Champagne. (Source: Snipp)
 
Whiskey Is Rising In Popularity
 
Whiskey is a standard in many home spirits cabinets because of its distinctive flavor, which combines some wonderful nuances, earthy flavors and even undertones of spice.  Many drinkers across the country already favor whiskey as their spirit of choice.
 
And, it appears that way will continue for some time. “This year, the whiskey industry in the United States generated $18.126 million in revenue.” (Source: Statista) If such numbers are excellent, they might increase much more sharply in the years to come. “Whiskey-related income may exceed $20 million by 2023.” (Source: Linchpin SEO)
 
Our talent team of wine and spirits public relations professionals are here to help spirits marketers introduce a new product and to reinvigorate an existing one. Give us a call.
 
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.

Consumers frequently seek a customized experience when dealing with a local business.  Local SEO serves as the compass for businesses to boost their online exposure.  New local SEO features such as voice search and search generative experiences increase business owners chances for having their product or service found online.

​Local SEO is constantly evolving due to changes in technology, user behavior, and search engine algorithms.   It is important to have an effective local SEO plan to increase your company’s visibility, organic rankings, and leads for your website.

Research shows “87 percent of consumers used Google in 2022 compared with 81 percent in 2021 to find a local business.” (Source: BrightLocal) In this blog, Allen Marketing Communications, Inc., a local search engine optimization service in NYC, will delve into the crucial trends that are transforming how businesses communicate with local audiences.

1. Voice Search For Local Listings

Google is attempting to comprehend natural languages better with the release of its LaMDA language model.  Voice search is becoming more and more popular instead of typing. “The market for voice technology, which was just under $10 billion in size in 2020, is anticipated to grow to $30 billion by 2026.” (Source: Statista). Additionally, “71 percent of consumers favor using voice search to make their inquiries.” (Source: Oberlo)

Since the keywords used in voice optimization are more specific and conversational than those used in ordinary SEO, it differs from regular SEO. For instance, while using voice search, users inquire, "What restaurant serves Chinese food nearby?" as opposed to typing, "Chinese food nearby."

It is also important to optimize your local business listing for voice search to increase the chances for customers finding your company.  Here are some pointers for effective voice search content optimization:

• Use dialog-based vocabulary.
• Give as many details as you can about your company.
• Provide clear, informative, and valuable content.
• Use all of the regional slang and cultural terms that are appropriate.

2. Search Generative Experience (SGE) On Google

“The Search Generative Experience (SGE) is Google's most significant update to the SERP in decades, and was unveiled last year.” (Source: Near Media) It is as intimidating as it sounds. But let's dissect it. What we now have is just speculation and observations, yet these early discoveries are essential. A key step forward in our SEO journey is Google's SGE, which includes AI in the search results. It is presently being evaluated at Google's Search Labs. (Source: Community College)

While there are some areas where the SGE Pack and Classic Local Pack overlap, there isn't a complete match, suggesting that the SGE is casting a wider net. Additionally, it provides a clear indicator of how local SEO will be impacted by AI.

SGE entails its own amount of apprehension and anxiety, just like any uncharted territory.  The rules of engagement for SGE are still being established in local SEO. However, the promise it holds is too important to overlook.

AI is already having a significant impact on current local SEO trends. Accept the challenge it poses, pay attention to its results, and adjust your tactics as necessary. Keep in mind that those who adapt will succeed in the game of digital visibility.

3. Greater Loading Speed

Did you know that if “a mobile website takes more than three seconds to load, 53 percent of users will abandon it?” (Source: Google Think) That's a sizable figure, and it just serves to emphasize how crucial page speed is for local SEO. Customers simply don't have the patience for a slow website in the fast-paced world of today. If your website is slow, visitors will quit and you'll suffer the consequences in the form of worse search engine ranks.

It is important to test the page speed to ensure the responsiveness of your local company website. The page speed test will assist you in determining areas for improvement on your website. Then, take action to increase the speed of your page by using a faster web hosting service, image compression, and code minification. Your website's page speed will boost local SEO, give users a better experience, and eventually increase the likelihood that local leads will become paying customers.

4. Structured Data And Websites For Local Businesses

Did you know that “88 percent of people who conduct a business search call or visit that company within 24 hours?” (Source: Grafti9) The local search implies that unless you have a website containing your address and phone number, your company will remain unknown.

Additionally, your website and business address will probably continue to be hidden in search results if you don't invest in local SEO. Therefore, you should spend money on a quality website if you want your local business to succeed. Give the reader engaging content, and make it simple for everyone to access the information they require.

Businesses with an interactive website draw in local customers and, in turn, generate more leads for them.

5. Leverage Social Media To Boost Your Businesses

Almost everyone utilizes social media in our digital age. Companies, large and small, use social media to enhance their online visibility.

Social media is crucial for your neighborhood business because it builds brand awareness, trust and community engagement Additionally, it raises your company's ranking on SERPs.

It also helps to produce leads for your business.

Here are key things to consider to increase your social media influence.

• To keep your company on people's radars, stay active on social media and provide news, images, and other interesting things.
• Think about working with a social media expert who may know how to get your profiles trendy.

 
Use Local SEO Trends To Your Advantage

To ensure our clients are always one step ahead of their local competition, we continuously track local SEO best practices, trends, and technological enhancements. The team at Allen Marketing Communications, Inc. is not only knowledgeable in local SEO; we are experts in it. To learn how we may assist you with advancing your local search strategy, contact us today.
 
By Sanjay Poddar, founder, Yukti Digital and consultant to Allen Marketing Communications, Inc.