Emerging Trends Transforming the US Spirits and Wine Industry
The US spirits and wine industry is entering an exciting period of transformation, with consumer preferences driving a wave of creativity and innovation. Southern Glazer’s Wine & Spirits, the world’s largest distributor of beverage alcohol, has provided a glimpse into these changes through its 2024 Liquid Insights Tour. This coast-to-coast initiative explored trends that are reshaping menus and guest experiences, offering valuable insights for brands looking to stay ahead in an ever-evolving market.
This year’s tour expanded on insights from 2022, spanning six key markets: Tampa, Los Angeles, Austin, Portland, Denver, and New York City. The team visited 45 diverse venues, from casual dining spots to fine dining establishments and cocktail bars, sampling over 300 beverages and connecting directly with industry professionals. Their findings reveal emerging trends that blend bold innovation with thoughtful craftsmanship, offering new opportunities for differentiation.
One of the standout observations was the growing focus on botanical flavors. Drinks infused with vegetal ingredients bring herbal brightness and complexity, offering layered, refreshing experiences that appeal to adventurous palates. Similarly, clarified and carbonated cocktails are gaining traction, providing a clean and smooth profile that allows lighter flavors to shine. These approaches highlight the industry’s shift toward elevating the sensory aspects of cocktails, making each sip an experience to remember.
The revival of the martini is another notable trend. Bartenders are reimagining this classic with unexpected ingredients, such as olive oil or savory infusions, that give it a fresh twist. The use of umami flavors is also gaining momentum, with ingredients like mushrooms and aged cheeses adding savory depth to drinks and transforming them into something truly memorable.
The influence of global flavors is reflected in the rise of lychee and other Asian ingredients, which are finding their way into cocktails with subtle sweetness and floral aromas. These additions complement the broader trend of minimalist and maximalist presentations—venues are crafting elegantly simple drinks while also offering theatrical options that add a sense of indulgence to the guest experience.
Low-to-no-alcohol cocktails are another area of growth, with sophisticated offerings that rival full-proof drinks in flavor and complexity. As consumers increasingly seek balance, these crafted options are proving to be a hit, offering something for everyone while maintaining the premium feel of a well-made beverage.
On the wine side, the demand for variety is driving interest in lesser-known white wines, such as Grüner Veltliner, Chenin Blanc, and Falanghina, alongside the ever-popular Sauvignon Blanc. Chilled red wines and natural wines are also gaining popularity, resonating with guests looking for lighter, sustainable choices. Even the way wine is served is evolving, with smaller portions—dubbed "tiny tipples"—allowing guests to explore more options without committing to full servings.
Southern Glazer’s commitment to uncovering these trends is helping their partners stay competitive in a rapidly changing landscape. These insights not only highlight shifting consumer preferences but also open doors for brands and venues to innovate in ways that resonate deeply with their audiences. As the industry continues to evolve, embracing these trends offers a pathway to staying ahead while enhancing the guest experience. Emerging trends in the US spirits and wine industry