Breakthru Experts Predict 2017’s Beverage Industry Trends

Dec. 26, 2016

In the beverage industry, 2016 was a year of innovations and resurgences, from the continued boom of flavored spirits to the rises of rosé and rye whiskey.

 

What will be in store for 2017? Our Breakthru experts serve up their predictions for what might be the most important trends of the year. 

 

 

Less Oak, Less ABV

Wines with less oak (Italian and Spanish white wines, Sauvignon Blanc, Chardonnay) and lower alcohol levels in classic red wines (California and Oregon Pinot Noir, Spanish Tempranillo, Italian Sangiovese, California Cabernet Sauvignon) are showing up on more and more wine lists. It all comes down to this: consumers want balanced wine. A balanced wine is more clearly able to translate the sense of place, rather than winemaking, into the bottle.

— Andrew McNamara, Master Sommelier, Breakthru Florida Vice President of Wine Development

 

Booming Bubbles

Consumers are realizing that Champagne and sparkling wines are the reason for the celebration. Prosecco continues to be popular, as are Cava and California sparkling wines. Wine drinkers are looking for a greater sense of place, and more and more they are going to the most famous of all sparkling wines–Champagne–to find it. Larger and smaller Champagne producers alike are embracing the trend towards single region, single village and single varietal Champagnes that display a sense of place.

— McNamara

 

Alternative Wine Regions

I think small production, alternative regions and style wines will continue to grow as wine drinkers become savvier. Easy access to information and a growing generation of non-loyal wine drinkers will drive this trend.  People are looking for Pinot Noir from Patagonia, and Etna Rosso and Nebbiolo from Valtellina.

— Nathan Harnish, Breakthru Beverage Minnesota Beverage Specialist

 

 

 

Just Peachy

Peach has now become the number one selling flavor type, surpassing raspberry. Peach growth is now four times the category growth rate and is expected to continue to outpace at these rates well into 2017.

— Darin Harris, Breakthru Arizona Vice President of Strategy & Capabilities

 

Whiskey and Vodka Growth

Tennessee whiskey and Irish whiskey are pushing growth. It’s important to keep in perspective that though the Irish segment is growing at 19% in 2016, it is only 1/6 the size of Tennessee whiskey (+8%).  Additionally, the Tennessee whiskey category has substantially more differentiation and brand accessibility, so I expect domestic whiskey to potentially increase growth rates in 2017. I don’t think we’ll see the Irish whiskey category growth recede next year, but the door is certainly open for additional entries into the Irish segment.*

 

For as much hype as there is for the whiskey category, vodka is growing just as fast and is responsible for half the growth dollars for all spirits here in Arizona. Over the last half year, the vodka and whiskey categories are responsible for 91% of all spirit dollar growth in the state.*  

— Harris

 

 

 

Consumers Sweet on Craft Sours

I believe we will continue to see the “mainstreaming” of craft sours. More and more breweries are experimenting with different methods of creating sours, from wort souring and mixed culture fermentation to kettle souring. As sour beers become more popular, we will see increased presence of sours not only in beer bars, but in non-beer-focused places like white tablecloth restaurants and hotel bars.

— Sally Selwan, Certified Cicerone®, Breakthru Illinois Craft Beer Specialist

 

Session in Season

Sessionable beers continue to grow among beer consumers. More breweries will focus on their session offerings, while creating lower ABV beers for their portfolio.

— Ryan Ferebee, Certified Cicerone®, Breakthru Minnesota Craft Beer Specialist

 

East Coast Goes West

“New England” IPAs, which are unfiltered (very hazy), huge hop aromatics, low IBU, and lower ABV seem to be the next trending IPA–at least on the East Coast right now. I think it’s a matter of time before we see this style spread across the U.S.

— Ferebee

 

Exotic Hops to the Forefront

With the rise of fruit and floral hops, breweries are looking to find whatever the next starlight will be. Whether it be experimental or just far from the ordinary, the hop flavor war has clearly replaced the hop bitterness war. Recently, I have noticed both national and local breweries highlight the use of uncommon or unnamed, experimental hops. I would expect to see midlevel breweries that can afford higher-priced, small-quantity hops to showcase some juicy and wildly creative ales throughout the warmer months.

— Mike Palcic, Breakthru Wisconsin Craft Beer Specialist

 

Local Love

I think the most exciting trend we’re going to see in 2017 is the continued explosion of the neighborhood brewery. Being able to visit a local brewery not only means you experience the freshest beer possible, but you are able to immerse yourself within the culture of a truly local establishment.

— Justin Cantoni, Certified Cicerone®, Breakthru Wisconsin Craft Beer Sales Manager

 

 

*Nielsen Statistics