From Bar Stools to Backyard Bars: The Growing At-Home Consumption Market

The at-home consumption market expanded exponentially during the pandemic. Rolling lockdowns and locked venue doors led people to look closer to home for their next tipple, triggering changes in consumer buying habits. Many people embraced the ‘home bar’ concept, got more actively involved in mixology and embraced new brands.

Inspiring the Nation

Over the past year, consumers have become inspired to look for authentic brands with a localised story that resonates with them, and this trend isn’t stopping any time soon. The trend has led to companies reflecting on their brands and how they are viewed externally, as the hunger for authenticity and localism grew. The craft spirits market flourished as consumers became more explorative and spent more time searching for unique, ‘undiscovered’ brands.

The craft spirits market has since grown by 29% in the UK, with 79 new distilleries opening as a result of this movement. Developing a great brand story is now imperative to establishing a connection with your target audience. Consumers don’t want a shot; they want a story.

Homegrown Concoctions

A lot of consumers now have a heightened interest in home mixology and have developed a greater knowledge surrounding spirits. To create an expansive home collection and create unique concoctions, consumers have expanded their reach further than the local supermarket and have taken to online to search for new spirit brands.

Many companies recognised this opportunity and quickly developed offerings such as mixology boxes, wine tasting home kits and online masterclasses, all of which was delivered straight to consumers doors. The shift allowed brands to engage with new potential customers and hopefully develop a wider audience base.

People are now drinking less, but better. As consumers tried different products at home their horizons were broadened to new products and those who may have previously opted for affordable go-to brands, are now willing to pay a premium price for a brand with an authentic heritage. Consumers have a renewed appreciation for premium brands and a growing desire for indulgence.

An “Instagrammable” Backdrop

Not many people would have predicted that the rise of a social platform would cause a disruptive movement in the spirits industry. But the Instagram phenomenon has created a ripple effect on how alcohol brands market their goods.

Consumers don’t want their home bars to be filled with stereotypical brands, they want to spotlight those luxury and unique bottles, that look beautiful on a shelf. A greater proportion of consumers buying decisions is now being driven by aesthetic rather than the actual taste.

Consumers are looking for impactful branding that has a cachet or an edge, to become the perfect centrepiece to their latest Instagram post. People want to emulate prestige to their followers and are choosing beautifully crafted bottles to do so.

At Home Theatre

A big change in the move from bar stools to backyard bars is the loss of theatre created by bartenders and mixologists. The person behind the bar is often an advocate of spirits brands and can talk about the striking botanicals infused within the spirits and how the coffee beans in your martini were lovingly hand ground to perfection. But brands now need a new way to entice promiscuous consumers and create the same level of theatre at home.

The growth of ecommerce has built on this as, beautiful packaging is the new theatrics of choice. When executed correctly, a well crafted package received through the post can be an experience within itself. Luxurious boxes filled with thoughtful thank you notes, pocket-sized cocktail recipe books and other gems that help to convey the brands message, topped off with an exquisitely designed and decorated glass bottle allow the opulent bar experience to be felt within your own home.

Glass Indulgence

The love for stunningly crafted glass to package your product is more prevalent than ever. The design, shape and quality are now the difference between presenting your brand with a sophisticated edge that consumers will be drawn to and them choosing the bottle next to your own on the shelf. Your packaging is your brands story.

Verallia specialises in bringing luxury brands to life. We work with brands to develop distinctive designs that reflect your message and give a competitive edge in the market. We aim to elevate your brand image with prestigious, striking glass.

If you would be interested in working with us on bringing your brand to life, do not hesitate to contact us.