In Europe, the Alcohol market is thriving, including beer, wine, and spirits; segmented by packaging (glass bottles, tin, plastic bottles, etc.) and retailers. Revenue in the Alcohol Industry in Europe amounts to €400.4 bn in 2023, representing 74.9 liters average volume per person. Europe's Alcohol market is led by three countries: Germany, the United Kingdom, and France.
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This blog post explores the evolving Alcohol shopping trends and consumer preferences during the hottest months in Europe, as well as how industry-leading Alcohol brands are leveraging eCommerce opportunities during this time.
Specialty beer is gaining popularity this summer, among other drinks
The summer season offers new opportunities for the Alcohol industry to cater to evolving consumer preferences and market trends.
Among the large variety of Alcoholic beverages European consumers have to choose from, specialty beer has witnessed a surge in popularity, particularly among younger consumers. The demand for light and fruity flavors in Alcoholic beverages perfectly aligns with summer's refreshing and invigorating nature. Meanwhile, the increasing demand for specialty beer contributes to the overall growth of the Alcoholic beverage market during this time.
An interesting development in the Alcohol industry is the remarkable growth of ready-to-drink (RTD) canned alcoholic beverages, which is expected to grow by 18.6 percent in Europe. The appeal of canned cocktails is particularly pronounced during the summer months in Europe's warmer climates, as they offer a refreshing and portable option for consumers to enjoy their favorite mixed drinks on the go. This shift towards canned alcoholic beverages is not limited to a specific global region. Still, it has gained significant traction throughout Europe, positioning the European market as the third largest share of sales in this rapidly growing segment, when compared to other continents.
The summer season also witnesses a significant shift towards non-alcoholic alternatives, with non-alcoholic beers and wines gaining popularity. Brands like Tourtel, Heineken, and alcohol-free wine offerings cater to health-conscious consumers who seek refreshing options without compromising taste or experience. This trend aligns with the increasing demand for healthier choices and the desire to enjoy social gatherings without Alcohol. Additionally, “mocktails”, or non-alcoholic cocktails, are also very popular in summer, especially with Gen Z and people who don't want to feel socially excluded for not drinking.
How Alcohol brands leverage eCommerce opportunities
Online sales are playing an increasingly significant role in the Alcohol industry. As a result of this growth, supermarkets and e-retailers offer an ever-extended product range, including a wide selection of premium and craft alcoholic drinks for consumers to buy online. The convenience and variety provided by online platforms, make online retailers a preferred choice by many when it comes to purchasing their summer beverage essentials.
However, the ”three-tier system” used to regulate Alcohol, can present significant challenges for manufacturers. The system requires spirits to pass through a distributor and retailer before reaching the consumer, which creates a disconnect between the manufacturer and the end user.
To overcome this challenge, the world’s leading brands turn to MikMak, to leverage eCommerce media and enablement opportunities. MikMak also allows Alcohol brands to gain direct insights into their preferences and behavior, while still compliant with the industry regulations.
MikMak customer, Bacardi, exemplifies this with its UK brands by allowing consumers to shop from their favorite retailers while they collect actionable insights to see how their products are performing.
Optimizing Alcohol marketing with actionable shopper insights and creative best practices
For the purpose of measuring marketing effectiveness and brand positioning specifically, many of our Alcohol brand partners use Purchase Intent Rate as their north star. This metric allows them to quickly understand what is working across channels, retailers, and campaigns to stay ahead of shifts in consumer behavior and optimize their marketing accordingly. And by marketing, we don’t just mean digital channels and creative. Purchase Intent Rate insights can determine supply chain needs by retailer and geography, product messaging, and even in-store placement and packaging decisions.
Coupling the right analytics such as Purchase Intent Rate with the right creative can go a long way in converting today’s consumers. Creative tips include:
- Show the product within 3 seconds - the sooner, the better!
- Demonstrate a use case (e.g., sporting event or party)
- Align content with major holidays and campaign themes
- Highlight unique beverages or flavors
- Call out new products
- Include a CTA to click through/swipe up to shop
- Measure, learn, and optimize at every touchpoint!
