Crafting With Care: The Artisanal Revolution in the Beverage Industry
The beverage industry has transformed in recent decades due to the rise of artisanal and craft beverages. In 2023, the United States craft beer market was valued at $28.9 billion and accounted for nearly one-quarter of the beer market in the U.S.
Craft beers appeal to consumers because of their flavor varieties and innovative profiles that cater to diverse palates. Premium ingredients also result in a product consumers perceive as superior to mass-produced alternatives. While these consumer preferences are promising for restaurants and small-scale breweries, what do they mean for canned beverage brands?
Canned cocktails are gaining popularity because of their convenience, and ready-to-drink (RTD) alcoholic beverage brands can incorporate some of craft beer's most popular traits into their products to attract customers already interested in craft beer. With ready-to-drink cocktails alone expected to reach a market value of $33.247 billion by 2033, the time is now for RTD brands to develop their very own artisanal beverages.
The Rise of Artisanal and Craft Beverages
The terms "artisanal" and "craft" are often used interchangeably when it comes to beverages, but there are some subtle distinctions. Artisanal generally refers to a beverage produced in small batches using traditional methods. Craft beverages share characteristics with artisanal beverages but often use experimental flavors, ingredients and techniques. They place an emphasis on premium ingredients that are frequently locally sourced, and they are usually produced by smaller, independently-owned companies.
Many consumers are becoming more mindful of shopping small, whether because of shop-local initiatives or increased appreciation for small businesses post-pandemic. They're choosing locally crafted beverages over mass-produced options. Craft and artisanal drinks have all but saturated the market, yet there is still room for beverage brands to innovate. But what catalyzed this craft and artisanal revolution in the first place?
First, the demand for variety has shaped the market. Artisanal enthusiasts consistently seek out unique, locally produced beverages that provide more depth of flavor. Beverage brands have responded to these demands by experimenting with new ingredients and techniques to add complexity to their flavor profiles.
The desire for connection is another driving force behind craft beverage industry trends. Artisanal drinks are rooted in their communities. They have a strong identity that brings people together and creates a sense of connection. These drinks satisfy consumers' desires to support local businesses and participate in shared experiences.
Today, craft and artisanal beverages are no longer limited to beer. RTD cocktail brands can adopt craft beverage techniques by producing beverages in small batches, using premium ingredients and developing them locally to meet consumer needs for convenience while maintaining an artisanal twist.
The Importance of Local Flavors and a Community Focus
Locality plays a significant role in consumer preferences. Many want authentic, sustainable, local flavors that provide a sense of comfort. Several convincing reasons exist for brands to source local ingredients and prioritize local flavors when developing RTD cocktails with a craft twist, including enhancing community relationships, promoting regional economies and preserving traditional practices.
Environmental Impact
Beverage brands often prioritize sustainability practices. In addition to sourcing local ingredients, you can use environmentally friendly packaging and more energy-efficient production methods. With at least 65% of consumers wanting to live a more sustainable life, considering their environmental impact is essential for beverage brands.
You can also take part in community outreach programs to educate consumers on the importance of sustainability and demonstrate your commitment to environmental friendliness.
Consumer Appeal
RTD cocktail brands are constantly pushing boundaries, so experimenting with introducing craft and artisanal characteristics to appeal to consumers is a logical next step. As mentioned, many consumers prefer supporting brands that are invested in their communities. They care about making mindful shopping choices and want to buy from brands that demonstrate an authentic concern for sustainability and supporting the local community.
Your brand can make your RTD cocktails more appealing by using local, premium ingredients. For example, if your brand is local to California, you can develop prickly pear-flavored RTD cocktails to appeal to residents. In Georgia, you might focus on peach-flavored canned beverages.
When you encourage your audience to celebrate their communities, you'll forge deeper connections with them.
Authenticity and Storytelling
One of the many reasons consumers love craft beverages is that they make them part of a story. They know why certain ingredients and flavors were chosen, and they relate to the labels. Locality fosters authenticity that resonates with consumers personally.
Local ingredients or flavors that reflect an area's uniqueness allow brands to tell a story. They can develop narratives around their beverages that highlight the quality of the ingredients and the people behind them.
Additionally, beverage brands or breweries with unique and compelling backstories and brewing processes can tell their stories to forge personal connections between brands and consumers.
Quality and Freshness
Brands can extract more flavor from each local ingredient and excite consumers with fresh, high-quality drinks. Using local produce also minimizes spoilage, allowing brands and retailers to maintain the intended flavor profiles. The fresher the ingredients, the better the overall drinking experience. Brands can also experiment with seasonal offerings and shape their beverages to highlight the best flavors in the area.
Opportunities for RTD Cocktail Brands
Developing unique beverages using local flavors is an excellent place to start. You can also explore natural ingredients like honey, fruit juices or berries to appeal to health-conscious consumers. Another avenue involves formulating reduced-calorie cocktails.
Consumers are also moving away from artificial sweeteners, giving you an opportunity to incorporate high-quality natural sweeteners, such as stevia or monk fruit. Coupled with other local flavors, the end result is a convenient and delicious RTD cocktail that capitalizes on the craft beer trend. In short, craft and artisanal trends provide an exciting opportunity for RTD cocktail brands looking to diversify into new markets.
Innovation is at the core of success. Consumers consistently seek something different, allowing your brand to experiment with endless flavor combinations. When one of your unique combinations strikes a chord with consumers, you can gain a significant competitive advantage. Other ways to get one step ahead include introducing sustainable packaging methods or spearheading more efficient production.
The craft and artisanal beverage industry has experienced considerable growth. It's transformed how consumers enjoy beverages and their perceptions of quality and authenticity. The demand for these products will likely remain steady as they seek new flavors and genuine experiences — and why shouldn't your RTD cocktail brand reap some of those benefits?
Explore Artisanal and Craft RTD Cocktail Trends With BevSource
As brands continue to develop unique, high-quality RTD cocktails, consumers will continue to reshape their preferences, allowing for a consistent stream of innovation that keeps brands thinking.
If you want to capitalize on the craft beverage trend and formulate unique RTD cocktails, BevSource is here to help. Our extensive range of services and an unmatched network of vendors and suppliers will support you through every stage of your beverage development journey, from sourcing exciting new ingredients to development, production and post-production. Accelerate your speed to market and develop a beverage that meets consumer needs for authenticity and novelty. Let's chat. Speak to a beverage expert today!
