8 Drinks Trends To Look Out For In 2024
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3 years ago
Trending tipples for the new year
As 2023 draws to a close, it’s time to look ahead to the new year – and, crucially, what we’re going to be consuming. So what’s on the drinks menu for 2024? Here we predict some of the drinks trends set to be big in 2024, both within the alcoholic and the non-alcoholic spheres. From grower champagne to smart water, here’s what the cool kids are going to be drinking next year.
Drinks Trends For 2024
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Grower Champagne
Boutiques are really having their moment, and the champagne world is no exception. While growth within the fine wine sector has been pretty static this year, grower champagnes (champagnes that are made and bottled by the same people who grew the grapes) are on the up, according to the CEO of LiveTrade, Matthew O’Connell. He told the Financial Times: ‘Ulysse Collin, Cédric Bouchard, Selosse and Egly-Ouriet are all up 10 – 20 per cent. This is in contrast to grandes marques such as Krug and Dom Pérignon, which have all been down eight-nine per cent, roughly in line with the broader market.’
This shift from big to small producers is in line with trends across the board. We’re more interested in where our food and drink comes from than ever before, which means artisanal brands with an interesting story are having their day. Keen to give grower fizz a try? Check out Sandia Chang’s Bubbleshop, an online store dedicated to it.
A-List Drinks
When it comes to celebrity side hustles, drinks are the new perfume. While the trend isn’t exactly new (Brangelina bought Miraval back in 2008 – though that hasn’t ended so well), celebrity-backed drinks brands have surged recently. Recent launches include Emma Watson’s Renais Gin and Kendall Jenner’s 818 Tequila, alongside non-alcoholic lines from Katy Perry and Blake Lively. Who will be next? Timothée Chalamet with a grower champagne?
Specialty Ice
TikTok’s latest obsession? Fancy ice. Americans have long been known for their love of drinks on the rocks, but now the trend has made its way to UK shores, with designer ice being used both for aesthetics and for flavour. The social media platform is awash with videos of ice cubes in all kinds of shapes and sizes – with the hashtag #IceTok amassing over 1.8 billion views. We’ve had novelty-shaped cubes, fruit and veg encased in ice, and frozen coffee cubes to prevent iced coffees from tasting watery, and no doubt users will continue to discover crafty new ways to freeze things in 2024.
Other Spirits
According to bartender Ryan Chetiyawardana (AKA Mr Lyan), next year will see a boom in the ‘other spirits’ category – those unique tipples which don’t fall into any of the mainstream categories, like gin and vodka. ‘We have seen it with mezcal, and non-alc brands, but there is a much wider approach and scope of spirits starting to come through that buck the categorisations,’ he says. ‘Bananas, non-western ingredients like spices and herbs are being used in a non-traditional way, or the general embrace of a wider set of flavour camps.’
Natural Energy Drinks
Packed with sugar and caffeine, energy drinks get a bad rap – but a new breed of buzz-inducing drinks is shaking up the category. The natural energy drinks market is thriving, particularly as Gen Z-ers look for interesting alternatives to alcohol, with names like Purdey’s and Tenzing bucking the trend. Holland & Barrett identifies natural energy sources as one of the big wellness trends of the moment, citing the growth of the natural caffeine sector, as well as ingredients like mango leaf extract, which supports mental alertness and can be brewed in teas.
‘In 2024, consumers will look to master their blood sugar levels, with a big onus on how plant-based diets and sleep hygiene sustains their natural energy throughout the day,’ says Rachel Chatterton, head of food development at Holland & Barrett. ‘Coffee is still the go-to for customers wanting to boost their energy levels but we’ll increasingly see solutions which incorporate food and supplements to further enhance energy levels.’
Whole Foods agrees, pointing out in its 2024 trend report: ‘Combining a boost with benefits has never been easier, thanks to new coffee and energy drinks with added mushrooms, probiotics and more. There’s never been a better time to search the “clean caffeine” space for your next obsession.’
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Hydration
It’s news to no-one that drinking lots of water is good for us, but the wonders of H2O are back in the limelight. And if TikTok is anything to go by, a simple glass simply doesn’t cut it anymore: nowadays a Stanley Quencher (which boasts a 1.2 litre capacity) is the hottest accessory in town. Holland & Barrett’s report tells us that by 2032, the global functional water market is projected to reach $12 billion, with smart water set to be a big trend in 2024. ‘On a mission to help busy people prioritise optimum hydration, exciting new hydro hacks are luring us away from sugary soft drinks and driving the conversation around the importance of staying hydrated,’ states the report.
Chatterton adds: ‘Water is no longer just water. In 2024 we’ll see it evolving as demand for holistic on-the-go hydration rises and smart water emerges as a category. Consumers will turn to water with added benefits, choosing one with added electrolytes after a hard workout or added collagen to improve skin’s elasticity.’
Swift Soho, Addie Chinn
Low and No Alcohol
As the sober-curious movement continues to gain traction, more and more bars are incorporating non-alcoholic drinks into their menus year round – from the buzzy Swift to The Donovan Bar at Brown’s Hotel. Meanwhile, in its annual food and drink report, Waitrose reported a 23 percent increase in sales for low-alcohol, beer, cider, wines and spirits.
Arty Menus
This year, we’ve seen a trend for bars partnering with artists on quirky, fun menus and installations. London cocktail bar Silverleaf, for instance, recently launched a menu in collaboration with microscopic photographer Karl Gaff, while Harrods’ Baccarat Bar has a cocktail menu inspired by the art of photography.
