Top 5 AlcBev Trends Shaping the Industry & How To Stay Ahead

The alcohol industry is constantly evolving, and staying ahead of the latest trends is crucial for advertisers looking to capture market share. From the rise of on-demand alcohol delivery to the growing popularity of non-alcoholic beer, understanding how consumer behavior is shifting will help your brand create impactful ad strategies that convert.

Let’s dive into some of the most exciting AlcBev trends shaping the industry.

TREND #1: On-Demand Alcohol Delivery Continues to Grow

Shoppers are still thirsty for on-demand alcohol delivery. In fact, 60% of consumers who ordered alcohol online report using on-demand delivery more often than last year. With online shoppers increasingly opting for the convenience of having their favorite beverages delivered straight to their door, alcohol brands have a unique opportunity to capture impulse purchases.

However, influencing last-minute purchases can be challenging. Traditional ad inventory often fails to intercept consumers at the critical moment of decision-making.

To address this issue, Gopuff partnered with AdAdapted to integrate AdAdapted's patented Add-It™ technology. This innovative solution allows consumers to seamlessly add an item to their Gopuff bag for future purchase with a single click, even without logging in or leaving their current offsite experience.

Key Takeaway:

By providing a convenient and effortless way for consumers to save items for later purchase, brands can increase the likelihood of impulse purchases and drive incremental sales.

TREND #2: RTD Cocktails Stealing Share From Mixology

While RTD cocktails have gained significant traction in recent years, there's still a strong market for crafting drinks at home. Many consumers appreciate the personalization and creativity that comes with mixing their own cocktails.

To compete with the growing popularity of RTDs, spirit brands should focus on providing consumers with easy-to-follow recipes and convenient shopping options. A prime example of this strategy is Campari, which partnered with AdAdapted to offer consumers the ability to add all the necessary ingredients for an Aperol Spritz to their shopping cart with a single click. This innovative one-click recipe approach made it easier than ever for consumers to enjoy their favorite cocktail at home, boosting sales during the holiday season.

Key Takeaway:

By providing a seamless shopping experience for home mixologists, spirit brands can both tap into the ongoing trend of DIY cocktails and address the growth of RTD cocktails while maintaining their market share.

TREND #3: Alcohol Purchase Planning Timing Varies by Holiday

Holidays and special occasions drive unique shopping behaviors, and consumers often plan these purchases anywhere from a few days to weeks in advance. Brands like Jägermeister have succeeded by targeting consumers during key pre-holiday planning periods with Add-to-Cart and Add-to-List shoppable ads.

For instance, shoppers start planning their Christmas purchases around 11 days before the holiday, while Halloween is typically planned 6 days in advance. By understanding when shoppers are most likely to start thinking about specific events, brands can reach them at the optimal moment.

Key Takeaway:

Marketers should personalize their ad campaigns to match consumer planning behavior for key holidays, ensuring that ads are timed to coincide with the shopping decision-making process.

TREND #4: Non-Alcoholic Beer is Surging

The rise of non-alcoholic beer has created a new growth segment in the beverage industry and is expected to grow by $500 million in 2024 alone. Non-alcoholic options are appealing to health-conscious and sober-curious consumers or those participating in trends like Sober October or Dry January.

Brands can’t rely on historical shopping data to target non-alcoholic beer consumers, as many are new to the category. Instead, brands like Heineken use specialized targeting tools like AdAdapted’s real-time category keyword data to help brands reach consumers with intent to purchase non-alcoholic options.

Key Takeaway:

Brands looking to capitalize on the non-alcoholic beer trend should employ specialized targeting to reach these new category buyers with timely, conversion-focused messaging.

TREND #5: Flavor Proliferation

Since hard seltzers hit the mainstream in 2016, the segment has exploded, opening the door to new flavors and ready-to-drink (RTD) cocktails. With over 1,000 RTD products launched in the first half of 2023 alone, it’s clear that consumers are looking for variety.

Brands like Truly Hard Seltzer have embraced this trend by using flavor selection ads, allowing consumers to choose the flavor variety they want to try. By giving shoppers options within an ad unit, brands can drive trial and conversion while building loyalty among flavor-focused buyers.

Key Takeaway:

Brands offering multiple varieties, from beer to RTDs, should capitalize on the flavor explosion by using flavor selection ads to encourage trial of new varieties.

SUMMARY: Staying Ahead in the AlcBev Industry

The alcohol industry is brimming with opportunities for brands that know how to stay ahead of emerging trends. Whether it’s capitalizing on the continued growth of on-demand alcohol delivery, leveraging the rising popularity of non-alcoholic beers, or offering shoppable recipes to capture the cocktail crowd, brands that adapt their advertising strategies and adopt the right advertising technologies to fit consumer behavior will come out on top.

To keep your brand competitive, consider implementing targeted digital campaigns that connect with and convert high-intent audiences. At AdAdapted, we specialize in helping alcohol brands stay ahead with innovative, tied-house compliant, and high-conversion ad solutions. Contact us to learn more!