The trends that defined 2019 for IWSR's analysts

IWSR analysts share the industry highlights that have left an impact on them, spanning from gin innovation and rosé preferences to new packaging trends and the craft spirits experience.

As the year draws to a close, we’ve asked some of our IWSR analysts and team-members to reflect on the key trends from 2019. Read below for beverage alcohol market highlights that have left an impact on members of our team, spanning from gin innovation and rosé preferences to new packaging trends and the craft spirits experience.

Hard seltzers, or hard sparkling water, prove to be a dominating force

Within six years, hard sparkling water, also known as hard seltzers, have grown to account for nearly half (43%) of the entire US Ready-to-Drink (RTD) category. “They are far from a fad, and are pulling consumers from other beverage alcohol categories, not just beer,” highlights Brandy Rand, IWSR’s COO of Americas. Combined, hard seltzers and other canned seltzer-like products (vodka soda, as an example) will drive the total ready-to-drink category, making it the fastest-growing beverage alcohol category in the US over the next five years.

Cristalino boosts premiumisation and growth in the tequila category

The “tequila cristalino” phenomenon is sweeping the category in both Mexico and the US, and will contribute to ongoing growth in tequila’s two core markets. The global demand for tequila will expand by more than 20% over the next five years as well. “Cristalinos are accelerating premiumisation, as well as bringing new consumers into the category by appealing to those looking for something smoother than regular tequilas,” remarks Jose Luis Hermoso, IWSR’s Research Director for Central & South America.

Indian whisky dominates the global whisky category