Business of Drinks 18: 2024 Drinks Trends with Beverage Analyst Bryan Roth - Business of Drinks
When beverage startups are looking for advice before they launch their brands, Bryan Roth is the man they turn to. Bryan is a product and market analyst for Feel Goods Company and managing editor, news editor, and podcast host for its publication, Good Beer Hunting. Bryan has covered the beer industry as a reporter and analyst for more than a decade, and leverages that knowledge to help drinks brands develop innovative products. And, crucially for this conversation, he knows what’s trending in the market before anybody else.
In this episode, he reveals who your real competitors are and how to beat them, plus why he’s betting big on Asian-inspired flavors and the next wave of better-for-you drinks — and what he thinks the next big RTD category will be.
Top Takeaways
Changing Trends in the Beverage Market
We discuss the evolving nature of the beverage market from a traditional approach to a more seasonal and occasion-based market.
Asian-Inspired Flavors Trend
Brian discusses the emergence of Asian-inspired flavors as a significant trend in the market, indicating that this could be the next big thing for drink brands.
Consumer Attitudes Toward Alcohol Consumption
Contrary to concerns, there's some reassurance that younger consumers are not entirely abandoning alcohol. Two-thirds of college students still report drinking alcohol, aligning with historical trends.
Flavor as Key to Winning Millennials and Gen Z
Bryan emphasized that flavor is the key factor in attracting and retaining the Millennial and Gen Z audience — aligning with our own research on the topic. Understanding and delivering unique and appealing flavors is crucial for success.
Breaking Boundaries Between Beverage Categories
We’re all seeing a notable shift in consumer preferences, with the boundaries between different beverage categories breaking down. Consumers — especially younger ones — are more interested in amazing drinks, regardless of whether they are wine, spirits, or beer-based.
Functional Drinks and Wellness Trend
We touched on the rise in functional drinks with a focus on wellness and health, discussing how the trend is paying out across beverage sectors.
Tune in for a fascinating tour through tips, trends, and opportunities in the beverage space in 2024.
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Business of Drinks is more than a podcast — we’re also a strategic content consultancy for drinks brands and platforms. Learn more about us at Businessofdrinks.com
Meet the Hosts
Erica Duecy is co-founder of Business of Drinks, a podcast and content consultancy, and one of the drinks industry’s most accomplished digital and content strategists. She has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.
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Felicity Carter is co-founder of Business of Drinks, a podcast and content consultancy. Also the Editorial Director of Areni Global, the London-based fine wine think tank, she was previously Editor-in-Chief of Meininger’s Wine Business International, a trade magazine she built into a global must-read, with subscribers in 38 countries.
https://twitter.com/felicitycarter
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