Fourth Annual Beverage Issue

“The notion that we are products of our environment is our greatest sin; we are products of our choices.” — Margaret Mead

Before the pandemic, consumers were adopting more holistic lifestyles, seeking healthier products and foods. As we continue to struggle with the pandemic, people are seeking even more balance and moderation in everything—from their work/home life to their workouts to what’s in their kitchen and their at-home bars.

As drinking habits are changing, consumers are reducing their alcohol intake and paying increasing attention to the quality of ingredients, flavor, alcohol content and origin. According to market research company Mintel, 44% of U.S. alcohol drinkers say they try to “select the healthiest alcohol option” and 44% also like to review the nutritional information before drinking, jumping to a sizable 57% among 22- to 54-year-olds.

Consumers seek beverages with no artificial sweeteners, no sugar and no preservatives. Artificial flavors and colors also are a no-no, and bonus points are given for non-GMO, vegan and gluten-free.

Additionally, the growing focus on health and overall wellness has made abstention from alcohol even more popular, especially among young adults. The choice is extending well beyond “Dry January,” with alcohol-free venues popping up more and more. Nearly a quarter of U.S. adults aged 22–24 claim they are not drinking alcohol, compared with 12% of all adults, leaving a lot of room to grow in the mocktail trend.

The beverage industry is taking notice. Hard seltzer, a blend of sparkling water and alcohol, has grown in popularity over the past two years as a low-calorie, low-sugar alternative. Kombucha brands are also joining the trend by adding a low amount of alcohol to their beneficial ingredients: probiotics, prebiotics and adaptogens.

Are you happy with your food, drink, life choices? If not, what might you do differently?

Ann Curtis, Managing Editor