The Trending Drinks of the Summer

As the sun comes out, so do the drinks, as consumers begin exploring season-inspired drinks. The good weather also allows for more events, where the drinks are flowing. Festivals, weddings, holidays, barbeques, and get-togethers are the ideal excuse to indulge!

So what are this year’s drinks of the summer? 

Whether they are one-season wonders, or summer recurring classics, with over 150 years of experience in the spirit sector, we have been here for them all. Many different elements make a drink popular, and these often shift with consumer priorities as well as trending flavours.

Which will come out on top this summer? 

Contemporary Flavours Become a Favourite

Fruit flavours are no stranger to the alcohol industry, however, 2024 brings a refreshing update to a classic trend. Consumers look to more contemporary flavours to switch up their classic drinks of the summer. New takes on classic cocktails are becoming seasonal hits, as we see the rise of fruits like rhubarb, plum, and figs. 

Established brands are compelled to refresh their products, and experiment with more out of the box flavours. Consumers have been known to prioritise playful flavours which have seen an influx of new editions, modern takes, and challenging category norms.

Sure to be a summer hit, is Sipello Aperitif. Composed of contemporary fruit flavours, such as rhubarb, gooseberry, and chuckleberry, Sipello stands strong on its own. However, the aperitif is versatile and can be incorporated into cocktails, or paired with elderflower tonic. Our favourite is the Sipello and Orange, incorporating contemporary flavours with a classic.

No-Lo Makes Its Mark

As Gen-Z become the legal drinking age, their priorities create shifts throughout the industry. Having been impacted by COVID-19, the younger generation is now prioritising health and moderation when it comes to their drinking preferences. 

No or low (No-Lo) alcoholic drinks are proving to be popular this summer, with iconic brands releasing No-Lo versions of the classics. 

One brand that isn’t afraid to stand out, is Three Spirits. Re-defining alcohol-free drinks with their herbal elixirs, creating a standalone, premium product that infuses natural ingredients to enhance your mood. Alcohol-free options need no longer be “alternatives” or “versions” but instead their own type of drink, standing shoulder to shoulder with their alcoholic counterparts.

Their ‘Livener’ elixir is perfect for parties, and festivals, making it a top contender as one of our drinks of the summer!

Sustainable Sipping

Living through a climate crisis, Gen-Z and Millenials have shifted attitudes toward sustainability, and this consideration continues to rise higher on the consumer priority list. Brands are being held accountable for their sustainability efforts in product creation, such as the lifecycle of their packaging, minimising emissions in production, and even releasing sustainability reports. The transparency around sustainability builds trust with customers, helping to create and retain a loyal customer base.

One brand that embodies this message, is Two Drifters providing a range of rums for the summer! Two Drifters is the first-ever carbon-negative rum distillery, showcasing their sustainability efforts with pride.

Two Drifters is sure to be a hit this summer, their transparency will make them a big contender for the top spot this season. And if sustainability wasn’t the main appeal, their rum flavours are breathing new life into classic cocktails, such as their take on a classic negroni, using Two Drifters Spiced Pineapple Rum! 

A real party-starter, who won’t comprise on sustainability, the Two Drifters rum range will feature highly on the list of drinks of the summer!

 

A Memorable Experience

This summer, brands are venturing out of the box with their glass packaging. The values behind packaging design have greatly shifted with consumers being more active in their purchase decisions, valuing authentic stories, experiences, and values.  

Consumers place real value on stories, building trust through the packaging experience, which can both attract new customers and retain your loyal base. How you convey your story plays a major role in this, the attributes of your glass bottle all affect how you will be attaining the trust of your target audience. Physically conveying these elements of authenticity can look like a reference to the heritage of the brand, emulating a sense of artisan, or perhaps mentioning the distilling processes and the ingredients intertwined in your spirit. 

One product that has executed this beautifully is Isle of Barra with their Atlantic Gin. Their recognisable glass packaging instantly tells the story of being distilled on the Scottish Isle of Barra, incorporating natural ingredients from the island. It does this through distinctive marbling on its bottle, to emulating waves as a nod to its Atlantic Ocean heritage. The bottle itself is created using a bespoke mould, emulating a unique story and authenticity.

 

To Conclude…

As we enjoy the longer days and shorter nights, this summer will see significant shifts in the spirit sector, as consumers become more experimental, intentional, and active in their purchase decisions. 

 

At Verallia, we are experts in crafting elegance and creating glass packaging designed to tell your brand’s story. To explore new horizons with your glass packaging, contact us today.