Cocktails To Seltzers: 5 Experts Predict Alco-Bev Trends That Will Dominate 2022

The past few years have certainly put the spotlight on health, and no better way to bridge the drinking and health gap, than with low Alcohol by Volume beverages. “It’s a trend that is here to stay,” says, Ajay Shetty, adding that consumers today have become a lot more aware, socially responsible and health-conscious, which is why this segment will blossom. “Low ABV ingredients are easier on your system, and the flavours tend to be more vibrant as well,” he tells us. Mead is one such beverage that all of the experts we spoke to mentioned. So, make way for the mead revolution! 

Brands LBB Recommends: Moonshine Meadery, Bira 91 Light, Kingfisher Radler, Heineken 0.0

Kasturi Banerjee is betting on the homegrown craft liquor space only becoming bigger this year, and across the board she says. “This coupled with the rise in homegrown non-traditional mixers like Shrub Soda, Kombucha, Tonic, etc., has helped leapfrog the industry.” And while she agrees with Karina Aggarwal that there will be growth aplenty for gin, again, both see new entrants coming soon in the Tequila, vodka, and rum space too. 

Brands LBB Recommends: Here’s our list of the best beverage brands we discovered in 2021. 

As a pioneer of the craft beer revolution in India, no one better than Narayan Manepally to predict evolution in the same category. ​​Premiumisation in beer, with multiple craft beer companies packaging their products for retail sale and the big beer companies trying to move into more premium products, is something he foresees. Plus, “Increased innovation in craft beer to keep consumers excited about new product offerings,” he says, as apart from innovation from brands, there is definitely an increased awareness in consumers for consistency in taste and product quality in whichever their beverage of choice is.

Brands To Check Out: Geist, Toit 

Through the lockdowns, we all gave all our love and gratitude to ready-to-drink cocktails. And we’re hoping that when the lockdowns do end (soon, one hopes), this trend will remain. “The RTD (Ready To Drink) trend seems to be picking up, to encourage better and more convenient drinking. And this seems to be a direction many brands are moving toward. Like G&T; combine the pair in a bottle, you get a cocktail that is easy to consume, fresh, clean and easily available,” says Ajay. Kasturi too believes that convenience and cocktails will rule the roost. “The demand for convenient canned cocktails made with real spirits (vodka, tequila or rum.) will also pick up, as consumers are focusing on flavour profiles and quality local ingredients like peru, pomegranate and mango.” And if you missed out on the RTP mix by Stranger and Sons x The Bombay Canteen’s Perry Road Peru that came out with a nostalgic mix of guava and chilly, then you’re really missing out. “Their gin is testament to the exciting new ingredients that are disrupting the alcohol market in the country,” Ajay notes. 

Brands LBB Recommends: In A Can, Mr Jerry's Cocktails, 

“India is blessed with a plethora of raw materials, many of which are still waiting to be tapped in a significant way. We will see some amazing products launched with the use of Indian ingredients,” Narayan predicts. Karina too believes that ​​the conversation will continue to be around locally grown and sourced ingredients. “We'll see more narratives around some of the more unusual spices and (regional) varieties of citrus/fruits etc.” 

Since he’s very much involved with coffee, and less in the alcohol industry (albeit the experiments to get the perfect blend that may, or may not include alcohol), Vardhman Jain is thinking beyond just social drinking. “I think people are moving towards low sugar, non-dairy options, and the transition is happening very quickly. So drinks that have low cal, but still taste great will be the next big thing. I also think anything which is related to protein/immunity based will be really big.” He also says that we should keep our eyes out for black coffees and plant-based milk. 

Brands LBB Recommends Epigamia, Sain, Alt Foods, Goodmylk, Only Earth for plant-based milk, and BONOMI, Korebi for black coffee.

“Multiple interesting bitters and innovative combinations of various ingredients will help enhance drinking and RTD experiences at the comfort of your home,” Ajay says, and we’ve seen that happening with brands such a Bab Louie & Co. BONOMI as well as Svami. There are several new brands on the horizon that are going to help the industry evolve in this department too, says Kasturi. “I believe underrepresented categories will get more attention like Feni, Rum, Cognac, Hard-Seltzers, fruit-based sparkling beverages, and liqueurs – especially with home bartending and the cocktail culture becoming mainstream.” And backing her up, Karina believes that seltzers and pre-mixed cocktails will try to find their place in the sun. “I foresee a lot of different mixers - botanical waters, lemonades, flavoured sodas, tonics and ginger ales.”

Brands LBB Recommends: Svami, Zoik, Osher, Bab Louie & Co, BONOMI

Ajay Shetty: Lavender, rum, cranberry, and plenty more botanicals and fruits.

Kasturi Banerjee: Not an ingredient per se, but a lot of carbonation and clarification will be on the rise. Plus, local, seasonal fruits like mosambi, strawberry, and even jamun.

Karina Aggarwal: Unusual spices and (regional) varieties of citrus/fruits.

Narayan Manepally: Indian ingredients used in innovative ways

Vardhman Jain: Anything vegan

Ajay Shetty: BrewDog, a brand based out of the United Kingdom

Kasturi Banerjee: Anything in the Feni, rum, cognac, hard-seltzers, fruit-based sparkling beverages, and liqueurs segment.

Narayan Manepally: Moonshine Meadery, Maka Zai, Great State Aleworks, Greater Than, Amrut, Bonomi, Local Ferment Co. & Toit, plus new entrants in different categories. 

Vardhman Jain: Vegan options, and black coffee