The pursuit of health and wellness is reshaping consumer preferences, including in the wine and spirits sector. Recent stats highlight a significant movement: nearly half of all U.S. adults participating in a study expressed a desire to moderate their alcohol consumption, driven not just by health and wellness considerations but also by economic concerns. This inclination towards moderation is coupled with a rising interest in “better-for-you” alcohol products, a category that has seen a 20% increase in consumption within a year.
These shifts signal a transformative period for the industry, where data and analytics emerge as key navigators for brands. By deepening their understanding of evolving consumer behaviors, wine and spirits companies can tailor their offerings to meet these new demands, striking a balance between indulgence and health, all while addressing the economic factors that are increasingly influencing drinking habits.
What’s trending
There’s a growing thirst for drinks that fit into a healthy lifestyle. Think low-alcohol wines, spirits with natural ingredients, and even non-alcoholic options that still let you be part of the toast. This shift isn’t just a phase—it’s reshaping what we see on shelves and menus.
The data dive
So, how do wine and spirits brands keep up? By diving into data. Here’s how smart analytics can help:
- Understanding drinkers: Data and analytics can uncover what health-conscious drinkers are really after, guiding brands in creating products that hit the mark.
- Spotting niches: Analytics help pinpoint specific groups of consumers who might be into healthier drink options, making marketing efforts more targeted and effective.
- Boosting innovation: Insights from data can reveal gaps in the market, inspiring new products that cater to health trends.
- Smoothing supply chains: With data, companies can better predict demand, manage stock, and source ingredients sustainably—things that matter to today’s eco-conscious drinkers.
- Watching the competition: Keeping an eye on trends and competitor moves through analytics helps brands stay ahead in the game.
Making it work
Here are some tips for wine and spirits brands looking to ride the wellness wave:
- Create with care: Focus on products that align with health and environmental values.
- Teach and tell: Use data insights to educate consumers about the benefits of your healthier drink options.
- Embrace tech: Lean on tech like AI for better predictions, personalization, and customer experiences.
- Tell your story: Share your brand’s journey and commitment to health in a way that connects with consumers.
- Collaborate: Team up with wellness influencers and platforms to reach more health-minded folks.
Bottom line
The blend of health trends and the drink industry is stirring up some changes. While these changes are exciting, they are also creating some uncertainty in how to move forward. However, with the right data-driven strategies, wine and spirits brands can not only keep up, but also lead the way in offering healthier, more sustainable choices for consumers.
Kathy started her career in television news writing and producing. She then worked at a public relations agency and as a freelance writer before joining Dimensional Insight in 2013.
Kathy has presented at several events in both healthcare and wine & spirits, including the Healthcare Innovation Summit, the Healthcare IT Marketing & PR Conference (HITMC), and the WSWA Women’s Leadership Council (WLC) Conference. Kathy is a Fellow in the American College of Healthcare Executives (ACHE) and a member of Women of the Vine & Spirits.
She is also host of the Smarter Healthcare Podcast (www.smarthcpodcast.com) and is a member of the Forbes Communications Council.
Kathy holds a bachelor’s degree from Dartmouth College and an MBA from Boston University.
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