From agave spirits to the advent of at-home cocktails, 2021’s drinking trends look set to cement this year’s seismic shifts, rather than usher in a spirits revolution.
It’s that time again – time to get out the [Glencairn] crystal ball and look ahead to what we’ll be drinking in 2021! And if this year taught us anything, it’s that you literally cannot predict what will happen… but in terms of what will be in our glass, we’ll give it a good go..!
We’ve picked out our forecast based on sales patterns here at MoM HQ, plus we’ve kept an eye on social media hubbub, and checked out Google Trends’ search analysis. If you could sum it up in one, we reckon we’ll see more of the same: 2020 largely forced us away from bars, meaning if we wanted a cocktail fix we had to get it at home. At the same time, we all got a little more comfortable with shopping online for spirits (wine and spirits have lagged behind other eCommerce sectors for a while now – think about fashion or electronics). And with a far wider range to shop from than the traditional supermarket aisle, smaller brands and lesser-known categories have got more of their fair share of airtime.
With all that in mind, here’s what we reckon we’ll see in 2021. Onwards and upwards, folks!
More at-home cocktails
Remember when we were all afraid of getting it a bit wrong when it came to mixing cocktails at home? Now, we’ll literally try anything! From Instagram Live tutorials to dedicated TikTok accounts, we’ve become emboldened when it comes to mixing our own drinks. It’s something we’ve seen in bottle sales, too – vermouth was one of our fastest-growing categories this year to date. Sales of mixers have soared, too. Even the less adventurous among us are buying into pre-bottled cocktails for at-home treats. We think this trend will continue on into 2021 (although let’s face it, as soon as we can, we’re heading back to bars. We miss you!).
Don’t write off gin – yet
For the last three years it’s been the same question: is the gin boom over? In word, no. But growth is flattening significantly. Could 2021 be gin’s last hurrah? We think there’s still a little more longevity than that. Instead of seeing a proliferation of outlandish flavours, we’re seeing a small but significant return to classic styles, and a few much-loved flavours. This is partly driven by a change in shopping habits – why brave the supermarket for longer than necessary if you can order your favourite gin online instead? A pattern we noticed from Google Trends that’s worth highlighting is a sharp uptick for ‘gin’ searches in the UK as the first lockdown was announced. In tough times we apparently turn to juniper – and long-live classic gins!
The continued rise of rum
If flavour fans are deserting gin, where are they heading? The answer continues to be rum. Our rum sales more than tripled in 2020 – driven in large part by the continued taste for spiced and flavoured concoctions. Some of the biggest sellers for the year included Chairman’s Reserve Spiced Rum, Two Swallows Cherry & Salted Caramel Rum, and sister company Atom Labs’ Jaffa Cake Rum. Sweet stuff indeed. The question for us is, will the wider rum category benefit, and do we need some tighter definitions for what makes a rum a rum? Even if they exist in terms of labelling, do we as drinkers understand them? One thing’s for sure, rum is set to get even hotter in 2021.
All hail agave spirits!
Here’s an interesting one. We’ve talked a lot about the fast-growing mezcal category, and asked whether it could ultimately upend Tequila. Turns out, in 2020 Tequila’s growth slightly outpaced that of its smoky cousin! We think Tequila has finally outgrown its shots-led reputation, and is growing into itself as a serious sipping and mixing drink. And about time, too – Tequila is thoroughly delicious! It also makes sense in line with wider drink-less-but-better consumption trends. 2021 looks to be Tequila’s year as this trend continues to develop, and we are here for it.
A new age of single malt Scotch
For some time now, single malt Scotch whisky has been trying to reinvent itself. With one eye on the developments of world whisky, American whiskey, and the growing interest in other categories, there’s been a sense of needing to up its game to stay relevant and attract new drinkers. Some of our favourite recent moves in this direction include Glenmorangie’s gorgeous It’s Kind of Delicious and Wonderful ad, and Glenlivet’s Original Since 1824 spot. Marketing is increasingly featuring women, people who aren’t white, and single malt being enjoyed long and in cocktails. There’s genuine excitement around whisky again. Just check out Instagram to see who’s posting about the category, and the imagery put out by this new generation of drinkers. We’re excited to see what 2021 holds for the category.
… And did our 2020 predictions come true?
As we do each year, twelve months ago we posted our trend predictions for 2020. Did they come true? After a quick glance, we’d give ourselves a solid 8/10 (while cutting ourselves some slack – it’s hardly been a regular year!). Rums were just getting started, world whisky has increased its airtime, vodka continues to grow here at MoM HQ, American whiskeys beyond bourbon are proving popular, we’ve seen more unusual cask finishes come through, and liqueurs have turned a little more traditional. Calvados sales have even soared by almost 300%! However, hard seltzers didn’t make the huge breakthrough promised (although summer parties were off… maybe next year), and while Aquavit and mezcal sales are in significant growth, they didn’t fly quite as predicted. There’s always next year…
What do you think? What are your trends for 2021? What will you be drinking? Let us know on social @masterofmalt, or leave a comment below!