GIN, IS IT A DIMINISHING FORCE?

Though gin is undoubtedly still a force to be reckoned with, it is interesting that most of the category switch-ups occurring across the industry right now are coming from gin makers. Indeed, according to data from the Grocer’s recently published brands report, many of the biggest gin brands are now beginning to report marked sales declines; Gordon’s dropped 15% in value, while Bombay Sapphire dropped 34.2% in value to the year ended 30 April. Conversely, categories such as vodka are on the up.

It seems that brands across the industry are realising the value of a diversified portfolio, where consumer attention spans can be short and loyalty hard to win in a market place this fast-moving. Whether selling themselves on their novelty, launching limited edition flavours to garner attention and remind consumers of their presence, or jumping categories entirely to pull new consumers into the brand, spread betting is a safeguard against the peaks and troughs of the market.

DILUTING A BRAND?

But it is also nothing new. Who remembers both Smirnoff and Stella Artois ciders? Though shortlived, they at the time demonstrated brand makers next best guess on what booming categories to piggyback on. The question is, does such flipflopping across categories ultimately damage and dilute the core brands and their hard won sense of identity? If flops quietly disappear there’s an argument they don’t. And there’s a chance they could instead soar.

For consumers however, it can be a confusing prospect. Silent Pool’s decision to not cash in on its already well-known brand name and instead build a new brand entirely for its whisky, seems a safeguard against such confusion. It’s a longer, harder path to build a brand from scratch, but when the product is this different, it’s also a shrewd move.

For the brands that are launching products under their same brand names or identities, there is a ‘watch out’; if the product is no good, it can impact perceptions of the parent brand. The answer as usual lies with quality. Any brand hopping categories must be sure the new product matches the value and quality cues of its core products or risk losing long fought for loyalty.

ARE EXTREME FLAVOURS MAKING A COME-BACK AND IF SO, WHY?

From hot chilli liqueurs to spicy rosé, consumers and drinks makers are getting increasingly spicy. Yes, things are heating up, with ingredients such as jalapeños and hot spices increasingly finding their way into products where they really have no business. So why is it that we’re all craving a little fire?

As summer fades into autumn, it seems that consumers across the world aren’t quite ready to say goodbye to a little warmth just yet. Yes, temperatures may be getting cooler, but it seems our drinks are getting hotter.

A flurry of hot and spicy spirits launches have recently been followed by some rather unlikely flavour pairings, as the trend for extreme flavours has migrated to social media. Yes, for the most recent drinks curiosity we look again to Tik Tok, where a craze for adding sliced green jalapeños to a glass of chilled rosé wine has become an international taste trial taken on by enthusiastic imbibers. A few brave souls have even muddled the jalapeños before sipping too.

Consumers keen to join in on the craze believed to have been started in the US by influencer @allyssainthekitchen have helped amass almost half a million views of the original post, a number of copycat videos, as well as countless pieces in the media questioning why it is happening at all. Fair question.

Blame Tik Tok

Anyone who has ever had the misfortune to sip a wine alongside a curry knows that wine and spice are not usually great bedfellows. However, according to those that have tried it, the combination works by helping cut through overly fruity, sweet – dare we say it, cheap – wine, helping reduce any saccharine notes. Or put simply, it helps brighten up and improve a cheap plonk, which is actually fairly useful in these inflationary times.

And alongside a flurry of spicy margaritas on prestigious and non-prestigious bar menus alike, hot and spicy drinks are making their presence felt across a range of products too. Though launched in 2017, its not until recently that younger LDA drinkers in Mexico have truly embraced Smirnoff’s Spicy Tamarind vodka. Described as hot, tangy, sweet, tart and importantly, suitable for shooting, its become a much-loved party drink of late, standing out amid a sea of fruit flavoured spirits.