INTRODUCTION

Welcome to Liquid, a printed, quarterly round up of our weekly Liquid Thinking articles, which offer our commentary and insights into a wide range of drinks-related subjects, some of which will be relevant to your specific area of ‘liquid’ interest.

We’re confident you will find something that resonates or helps you think about a particular conundrum differently.

So for now, grab a drink, sit back and enjoy flicking through the pages.

Next Generation Drinks

How are soft drinks targeting generation Z?

Fungus Amongus

Why is fungi making its way into more and more drinks?

WELCOME, THE HYBRID

What is a hybrid spirit?

Beer Boundaries

How much is too much and where does beer go next?

The Edit

Our pick of the 5 most interesting brands this quarter.

22

THE VODKA TERROIR

Why ethical milk might be the future. 28

32

GOOD MILK

36

HOT CHOCOLATE COMEBACK

A category about to heat up?

LUXURY IS BOOMING, BUT WHY?

Why are luxury alcohol brand sales on the rise?

Are we at the cusp of a vodka boom? 40

SELF-IDENTIFYING DRINKS

Diversification is the newest category to hit drink 44

EXTREME FLAVOURS

Are extreme flavours making a come-back and if so, why?

HOW ARE SOFT DRINKS TARGETING GENERATION Z?

It’s a tragic time for all Millennials. We’ve graduated. We’re too old to even be widely slagged off in the media anymore, for anything from a love of avocado, to buying too much coffee. Our purchasing decisions are less interesting, our power to shape the zeitgeist, diminished.

Shiny, new Gen Z are the new darlings of marketing and innovation departments everywhere. And as the first generation born entirely in the digital age – between 1997-2012 – they present a unique challenge and a unique opportunity. And frankly, as half of the generation are still merrily receiving pocket money, they’re probably some of the least squeezed by the cost of living crisis.

Do brands yet understand them? Broadly, Gen Z – or digital natives if you like – are seen as more progressive than those that came before. They’re more politically and socially aware, engaged with everything from sexual and racial equality, to the latest trends. And they’re considered, taking time to look at the options before committing to a purchase.

In short, they can’t be patronised, or talked down to. And that’s something that’s dramatically changing the way the youngest of Gen Z are being spoken to by brands. Let’s not forget, the very youngest of this generation are currently a very tender 10 years old.

TIME FOR A REVOLUTION?

Children’s drinks then, are having a makeover. What’s becoming clear is that brands have adopted a new, more sophisticated language to talk to such consumers. And frankly, they’ve had to. From visual cues to ingredients, children’s' drinks are beginning to look very, very different. And yes, that goes beyond a notable absence of plastic bottles.

Take new British brand, Jamu Wild Water. It doesn’t look much different from some of the ‘pleaseplease-Instagram-me’ pastel-hued hard seltzer and healthier soft drinks aimed at adults. And that’s rather the point. Also, just look at those flavours; Sparkling Raspberry with Elderberry & Mallow, Sparkling Lemon with Dandelion & Nettle and Sparkling Blood Orange & Echinacea. Gone are the single flavour, overly sweet syrups. Here to stay, are more sophisticated and appealing flavour options.

Designed to be a healthy alternative to the usual sugar-laden drinks aimed at children, they’re made with 100% natural ingredients and are preservative free, contain no sugar and no artificial sweeteners. With added vitamins (vitamin C, zinc for immunity support, prebiotics and fibre), they’re of course aimed at the purchasing concerns of health aware parents far more than thirsty kids. Though it has to be said, Gen Z are a health-conscious bunch.

According to its makers, the aim of the brand is to “help children go wild! To help ignite their interest in the outdoors and build a life-long appreciation of the nurturing benefits of nature for mind and body”. So, we see a form of nostalgia – always a theme at the moment – play out again. But its tailwinds this time are pushing us in a forward-facing direction.

PLAYFUL... BUT MAKE IT FASHION

A bit more playful but no less stylish, is Australian brand Aquabud. Another functional drink, its electrolyte-infused water provides vitamin C, calcium, magnesium and zinc to kids aged two and up and again is low calorie and free from anything, say it slowly…. unnatural. Because fizzy drinks are evil, the website suggests, all their drinks are non-carbonated.

But your kid loves fizzy drinks and juice? No problem. There’s a range for that too. Hint is a carton juice like you used to know, but doesn’t actually contain any juice. Instead, its calorie-free, preservative-free, vegan, gluten-free and kosher waters contain fruit essences instead.

US brand Health.Ade has the Pop range, which is designed to satisfy cravings for sugary soft drinks and again, has given the flavours a slight upgrade. There’s Pomegranate Berry, Ginger Fizz, Strawberry Vanilla, Lemon + Lime, Apple Snap and Grape. Skewed at a slightly older demographic, they’re designed for a healthy gut with prebiotics, detoxifying acids and natural antioxidants.