Verallia and the agency Carlin Creative worked together to produce an overview of the market cross-referenced with consumer trends. The result is four key drivers: important long-term trends in the wine and spirits market, each addressing precise consumer expectations that are set to last.

"The first thing we looked at was the impact of inflation on demand. Growth is slowing, but rather surprisingly we are seeing an increase in demand for premium and ultra premium goods. We are also seeing demand for light, entertaining products: pure pleasure. At the same time, there is a growing demand for lower alcohol content and continued concern for preserving nature. Finally, we can see that artificial intelligence and the climate crisis are pushing brands to innovate in quite a disruptive manner," Elena Andia, Selective Line Marketing Director

KEY DRIVER #1: BACK TO THE ROOTS: Consumers want brands that work on their impact, that prioritise local ties and resources, and that adopt a new outlook on the transmission of traditions.

KEY DRIVER #2: INSTANT PLEASURES: Consumers expect a light touch and pleasure, with an affinity for sophisticated products that are ready to drink, creative aesthetics, and a promise of entertainment.

KEY DRIVER #3: BEST OF THE BEST: Consumers want the best. Expectations are turning to alcohol-free alternatives, quality ingredients, and exclusive ranges, in both the premium and ultra premium sectors.

KEY DRIVER #4: DISRUPTIVES: The climate crisis and the development of artificial intelligence are forcing the market to diversify and explore new options.

www.verallia.com