As we move further into the second quarter of 2012, adult beverage companies are seeing a category pickup as the economy continues to improve. The increase in sales, however, isn’t slowing these companies down. They know that to stay relevant and on top of the pack, the name of the game is innovation!
Your Drink, Your Way
One way that that the adult beverage industry is taking advantage of increased sales is through specialty cocktails served at restaurants and bars. Consumers love to feel important and enjoy the idea that something was made especially for them. Beverage companies are training bartenders how to use different products to create a drink based on what the customer is craving. Instead of picking something from the menu, patrons may be asked what they are in the mood for. Want something sweet but on the dry side? The bartender can create a concoction that seems to be just for you, when in reality they are simply trained to use certain beverages to help boost sales.
32 Flavors and Counting
Innovation can come in a variety of forms but this particular method tastes delicious! New sweet, savory, and spicy flavors are now being found in adult beverages of all types. Bacon, smoked salmon, peanut butter & jelly, jalapeño, marshmallow, and cookie dough are just some of the new flavors found in vodka. Honey and cinnamon flavored whiskey, tequila infused rum, and wolf berry (blueberry and goji berry) rum are also being sold. Even beers are seeing new flavors as more limited edition and seasonal brews go to market. New flavors allow for great press coverage and keep brands top of mind for bartenders.They also give the brand the ability to stand out from the thousands of other options available. Consumers have always enjoyed the ability to “pick their poison” and now they have even more options from which to choose.
Have a Drink and Not Kill Your Diet
Many consumers continue to work out and watch their calorie intake. They are educated about what they consume and know how alcohol can affect their weight. But what if you could diet and still enjoy a cocktail? Enter low-calorie beverages. Companies have several innovative options when it comes to creating “healthier” alternatives. Some have created premixed cocktails that are low in sugar and calories. There are also several beers on the market that have reduced carbs. Other companies have embraced the flavor trend and are using taste to give the impression of health. For example, acai berry has been a popular new fruit that touts lots of health benefits. By creating a beverage with that flavor, customers may view that as a healthier option despite the actual ingredients. Finally, recipes for professional and home bartenders are being created and shared that help to make concoctions healthier. Mix liquor with seltzer instead of soda. Use pureed berries instead of juice that contains sugar. All of these options allow for health conscious drinkers to continue purchasing adult beverages despite their diet restrictions.
The first step in innovation is to establish business insights. The Pert Group can help you gain that knowledge and develop an action plan. Our industry experts have worked with some of the biggest names in the beverage industry and understand that continued innovation is the key to success. What can we help you with today?