TREND REPORT

Flavours of 2023 in drinks

What flavours are going to be big this year?

Flavour is something that has come up in many of our previous trends reports, so we thought we’d take a look at the future of flavoured spirits.

Written by

Jess Williamson

TRICKLE-DOWN FLAVOURS

FROM COCKTAILS

El Sueño Watermelon Tequila

MoM sales of flavoured Tequila increased by over 200% 2021-2022 YoY

It’s no secret that hospitality sets many of the trends that we see. Paul Hayes, co-founder and CEO of VIVIR and El Sueño, believes that we’ll see “flavours that reflect cocktail trends, such as pineapple and coconut for Piña Coladas and coffee for Espresso Martinis.”

Hayes also has a unique insight on the relatively new world of flavoured Tequila. “We are seeing a trend towards flavours that can be used in cocktails,” says Hayes. “Especially within flavoured Tequila, we’re seeing bartenders and consumers wanting more specific flavours that can still be used in simple serves, but can also be added to cocktails to offer fresh innovation.”

FLAVOURED GIN:

ADAPT OR DIE

Bourbon Bourbon

MoM sales of flavoured vodka increased by over 90% YoY between 2019 and 2022

Innovation in gin needs to look beyond the sweet, fruity flavours that it’s become synonymous with. “I think a lot of the flavour “innovation” from the last five years in gin will expand into vodka,” says Karl Mason, founder of Masons Gin. “The gin category will contract but quality gins will retain their position.”

Instead, consumers will look to other spirits for the more ‘frivolous’ flavours. On Master of Malt, Atom Labs Project #173 Black Cherry flavoured rum saw more than a 200% increase in sales in 2022 when compared to 2021, and Bourbon Bourbon (bourbon whiskey flavoured with bourbon biscuits) saw nearly a 100% increase in sales with the Candy Cane edition.

Hayes predicts these flavours will also segue into flavoured Tequila. “It’s already one of the fastest growing sub-categories in the USA and it’s definitely being reflected over here,” says Hayes.

SAVOURY FLAVOURS

ON THE RISE

Project #173 Smoked Chilli Rum

Master of Malt Trade accounts for nearly 40% of Project #173 Smoked Chilli volume

Rosie Milsom, global head of NPD at Atom Brands notes that the recent launch of a Miso, Black Cardamom and Pine flavour extension in the Bathtub Gin range is appealing to the more foodie-orientated consumer, while the Smoked Chilli release has also found success within the Project #173 range.

“I do believe there is a growing group of consumers that are looking for more savoury flavours for consumption and use in cocktails,” Milsom reports, in bars as well as at home.

This is further backed by Hayes, who believes that “specifically in the Tequila sector, we’ll see more savoury options come to the surface with spicy or chilli-based flavours, even mixed with other savoury twists such as added coriander or pepper.”

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