Summer Drink Trends For 2022

What’s Hot For Cooling Off In The Heat

A recent bevalcinsights.com report featuring “Drizly’s Top Predictions for Summer 2022 Sales” provides some great insight as to what consumers plan to drink this summer as temperatures – and travel – heats up. This summer, recovering retailers can capitalize on consumer preferences and their desire to experience the local flavor after being homebound for summers’ past. It’s no surprise that people generally reach for more refreshing beverages during the hot summer months; however, as beverage trends have shifted, what refreshing beverages people will reach for is the key question this summer.

According to Drizly’s report, white wine and light lagers have experienced more popularity than usual this year, which suggests that this popularity will only increase during the summer months.

Ready-to-drink (RTD) cocktails continue to enjoy massive popularity, and it seems that they may replace hard seltzers as the #1 go-to for summer celebrations. One reason why RTD are gaining popularity may be because people are considering more what they are putting into their bodies, opting for more natural choices. Liz Paquette, Drizly’s head of consumer insights, notes that, “The RTD category continues to grow and gain awareness among consumers. Consumers are becoming more educated on what is in the drinks they are choosing – like vodka-based cocktails versus malt-based seltzers – as well as seeking new flavor innovation.”

As red wine has recently increased in popularity, especially amongst younger consumers, white wine may also increase in popularity this summer, as it has increased in shares since 2021, and wine lovers may opt for the cooler, more refreshing wine option during the summer months.

Summer vacations are also amping up this summer with restrictions lifting and people wanting to make up for lost time and delayed travel. And it seems that increasing gas prices and unpredictable air travel won’t stop them: a June 21, 2022, AAA article reports that the ultimate summer holiday – the 4th of July – will see a high volume of people hit the roads and the airlines this holiday: “AAA predicts 47.9 million people will travel 50 miles or more from home over the holiday weekend (June 30 – July 4)…The biggest surprise – car travel – will set a new record despite historically high gas prices with 42 million people hitting the road.”

Once vacationers reach their destinations, many will opt for local beverages, which both on and off-premise operators can capitalize on by ensuring they have plenty of local offerings in stock and strategies to market them. Many travellers will also opt for the tropical vibe, as many will travel to tropical places or will just want to embrace the laid-back lifestyle it suggests.

Drizly reports that many popular brands are offering tropical options, such as TRULY Hard Seltzer, High Noon, Corona, and even Bud is offering a Bud Light Hard Seltzer Tropical Cocktail Hour as a limited edition variety pack.

Despite high gas prices, unsettling air travel, and covid not being completely over, consumers are ready to travel and celebrate not only the 4th of July, but summer and the return of the laid-back, refreshing vibe that summer has always encompassed. ~

To read the full article – check out The Advisor Magazine – Issue 17.

 

 

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