Wine, beer and spirits, a sector in transformation

By Alba Torres, member of the Baud team.

When we talk about wine, beer and spirits, we are talking about a key sector in the Spanish market, which represents leisure, enjoyment, celebrations and social relationships.

It's saturday night. You meet your friends for dinner while you drink some beers (or some wines). Dinner ends and you go to a bar for a drink, often not knowing where the night will take you. Or at least it was until a few years ago.

The moment of consumption of alcoholic beverages in the new generations is changing. Daytime consumption is growing compared to nighttime consumption, and we see how the consumer moves less and less between stores, but lengthens their consumption experience in the location where they are, seeking experiences that are as complete as possible.

But beyond the moment of consumption, what is this new consumer like and what are they looking for in an alcoholic drink?

To answer this question we can talk about three main trends that are marking the changes that are taking place in this sector.

1. The constant search for comprehensive well-being.

Health and the search for physical and mental well-being are currently at the center of consumer concerns and are increasingly positioned as one of the main decision factors in the consumption of alcoholic beverages.

In this context, we can see how there is an increasing demand for natural, healthy products that make you feel good when you drink them, which has led companies to increase the supply of gluten-free, lactose-free, alcoholic beverages. vegan, low-calorie or even drinks that incorporate natural ingredients that improve our mood.

On the other hand, the rise of low-proof and non-alcoholic beverages is also increasing. Although we were already used to seeing drinks “without” in categories such as beer, new alternatives are emerging every time, as has recently been done Tanqueray with the 0,0% version of their gin.

2. An experience premium and personalized.

This growing concern for health is leading consumers to drink less and less, but seek higher quality products, as well as experiences that surprise them. We can see currents such as pairing, cocktails and Bartenders consolidating itself in our country, making the moment of consumption a unique and personal experience for each client, in which the person can investigate their tastes and enjoy increasingly exotic and innovative flavors, thus enriching the moment of consumption.

3. The value of the craft.

The search for naturalness in products has led to a boom in craft products, which is already permeating the alcoholic beverages sector in Spain.

Consumers seek sincerity in the brands they consume, and brands have found in craftsmanship a way to connect with consumers, allowing them to discover first-hand the reality of the products they purchase: going back to the origins, demonstrating the authenticity of the brand, generating pride for the local product and its own production, telling the origin and the story behind each product...

In the same way, having artisanal products allows us to generate a closer brand experience, inviting consumers to get to know the facilities and production processes, and taking advantage of the visits to consume the drink in a privileged environment.

We find ourselves in a sector that is becoming blurred and drawing again, in which companies have a double challenge ahead. On the one hand, they must be able to understand current leisure and the new relationship of consumers with this type of beverage. On the other hand, they must know how to find their place in a changing environment, without losing their identity and transferring their uniqueness through their own discourse and a global brand experience.


Sources: Restauración News 2019, El Mundo 2018, Toluna 2021 and 2022, Tecno Vino 2021, Diario Gastronomía 2021, El País 2022, Artyco, Expansión 2021, Wekook Marketing 2021.
Image by Klara Kulikova