The holidays are the perfect time to unwind and relax in the company of family and friends. This is probably why, in addition to the spread of overly indulgent snacks and sweets, 78% of people state that alcohol will be on hand at their holiday gatherings.
While festive alcoholic beverages are nothing new, they lie smack dab in the middle of several emerging and ongoing trends. This fact is why holiday beverages should be on everyone’s innovation holiday wish list.
Being on the Nice List with Non-Alcoholic Holiday Beverages
“Obviously, people want to celebrate around the holidays, right?,” says Anne Druschitz, Associate Principal Scientist & Corporate Research Chef at Edlong. “But more and more, consumers are embracing moderation and drinking less alcohol, with some skipping it altogether.”
Though alcohol may be flowing at a majority of this season’s get-togethers, 35% of party-throwers are looking to get on the nice list with non-alcoholic options on their holiday tables.
But going “sober-curious” isn’t just a fad of Christmas past. Rather, it appears to be a trend that will continue going strong well into Christmas future.
Among Gen Z adults, only 39% choose boozy beverages as their go-to social drink, while 60% prefer non-alcoholic options. Gen X, on the other hand, is a north polar opposite with 57% reaching for alcohol as their social lubricant of choice.
“Even with the moderation, people still want great and trending taste,” says Druschitz. “From an innovation standpoint, companies are really starting to push the envelope.”
With the non-alcoholic beverage market nearing USD 1 billion, this space is quickly becoming Santa’s workshop for innovation.
All I Want for Christmas is New: Classics Reimagined
No time of the year is more nostalgic than the holiday season, and indulgent alcoholic beverages are no exception.
“During the winter holiday season, people are looking for the warm, cozy, and familiar taste of nostalgic favorites. That festive feeling may also bring a sense of adventure to try something that’s at least a little new,” explains Druschitz.
This opens up a world of possibilities, from the bold colors and calming sips of botanical fusions to brand collabs and seasonal flavors that take indulgence to heights higher than any reindeer dare go.
Then, of course, you have the gift of global-inspired flavors.
Around the World in One Night: International-Inspiration
Internationally inspired flavors have taken over the food and beverage market in recent years.
This is not necessarily new to alcoholic beverages, considering the global exchange of local liqueurs is already part of the culture. However, what we’re experiencing is unlike anything before.
Experimentation is running wild with flavors like dulce de leche, churro, and even spicy tamarind.
You also have profiles like horchata, matcha, chai, and hojicha that can add depth and complexity. You can even add a “swavory” touch with the internationally inspired indulgence of black sesame and miso, or tahini.
These may not all be “holiday” flavors, but that won’t keep people from enjoying them throughout the season.
Then there are companies reimagining and spiking cultural culinary classics. A perfect example is Vietnamese coffee—an iconic taste known for its dark, rich coffee balanced with the creamy sweetness of condensed milk.
One company has put its own fusion spin on it by combining it with yogurt-flavored soju for a caffeine-fueled cocktail kick.
Best of all, it comes in a can, meaning no bartending skills are required.
Mixology Stocking Stuffers: RTD Canned Cocktails
The holidays are stressful enough, and that’s without restocking the bar cart and trying to remember all of those recipes.
Although not exclusively a stocking stuffer, RTD canned cocktails continue to shake up liquor sections this holiday season.
“Not everyone has the time, money, or desire to head out to a bar this time of year. The same goes for making these drinks at home or for a party. In these cases, canned cocktails might offer the ultimate convenience.”
But it doesn’t need to be limited to convenience. In addition to newer craft brands, more premium players in the alcoholic beverage market are adding cache to canned cocktails.
This is a signal that these RTD beverages shouldn’t be viewed solely as lesser alternatives to “real cocktails”. Instead, they’re offering holiday shoppers elevated indulgence and letting them put the bartender’s tip money toward finishing their gift list.
Speaking of elevated indulgence…
Dreaming of a Creamy Christmas: Indulgent Dairy
For so many, the holidays are defined by devouring delicious, decadent desserts. This also includes alcoholic beverages on the sweeter, more indulgent side.
Yet, while most of us wouldn’t dare touch this many calories throughout the other eleven months of the year, Druschitz feels the holiday season offers ‘permissible indulgence’, “Once it gets to December, many people say to themselves, ‘I’m only drinking this type of drink during the holidays, so why not live a little?'”
Whether it’s rich peppermint hot chocolate, buttery caramel praline, pumpkin spice, or eggnog so thick you nearly have to scoop it out of the bottle, sweet brown and dairy = holiday indulgence.
But with “creamy” increasing 47% over the past year in the alcoholic beverage category, according to Tastewise, there’s plenty more room on the calendar for innovation.
Consider pairing brown butter with eggnog or bourbon cream. Offer a new twist on the campfire, with a toasted marshmallow cream liqueur or s’mores martini. Maybe even take advantage of one of the fastest-growing dessert flavors in the U.S. according to NIQ, with a cookie butter (speculoos) white Russian.
The spirit of the season makes anything feel possible. With the world’s leading taste of authentic dairy and an incredible line of sweet brown flavors, Edlong can help make anything possible for your spirits (and liqueurs).