CHRISTMAS WITHOUT THE HANGOVER? GET THE PARTY STARTED!

WITH THE CHRISTMAS PARTY SEASON IN FULL SWING, WE TAKE A LOOK AT WHAT WE’RE ALL GOING TO BE DRINKING AND HOW ‘HEALTHIER’ DRINKS CAN KEEP US PARTYING THROUGH ‘DRY JANUARY’ AND LONG INTO 2018.

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DITCH THE TONIC, BRING THE SODA

With a naturally balanced flavour and less sweetness than standard tonic drinks, Sodas also contain less calories and chemicals. This means they’re perfect for pairing with a flavoursome craft spirit. And also in-line with the trend for more bitter flavours seen across the market. From a design perspective, these new soda brands will have the opportunity to disrupt the market. Creating stand-out against the more traditional-looking Schweppes and Fever Tree tonic brands.
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BYE BYE VODKA, HELLO VERMOUTH

With more flavour and half the ABV… This largely forgotten tipple is currently enjoying a renaissance that looks set to continue well into the New Year. This forms a great base for really drinkable, lower alcohol cocktail drinks. As an added bonus, this might also give us designers a chance to re-imagine the old art deco style campaigns for a new audience – chin, chin!
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MORE OPTIONS FOR WHEN YOU’RE NOT ON IT!

Christmas party season can get a bit hectic. No-one wants to meltdown under the strain of late nights, heels and hangovers!
Luckily, there are more interesting options to sip in-between your Prosecco and Gin. These new ‘zero alcohol’ distillations will spice up Dry January too, and give non drinkers something to look forward to when out on the town. Seedlip are currently leading the way with their intriguing organic-inspired visuals and pastel colour palette, but we’re expecting to see a host of new brands jostling to get in on the action.
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SUPERFOOD MIXERS

Consumers’ constant search for healthier lifestyle choices, combined with ever more awareness of what foods are good and bad for us, has led to drinks companies becoming more focused on natural ingredients and more willing to experiment with new flavours. We see that this will intensify in 2018, with flavours upgrading from Elderflower and Pink pepper to super-foods such as Kombucha, Dragon-fruit and Ashwaghanda. Infusions that not only that compliment the liquor, but help to offset some of it’s damaging effects.
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ENERGISED ALCOHOL BRANDS

With this new ‘More fun less ABV’ trend, will come new opportunities for independent brewers and makers to create bold new brands that engage with health aware drinkers. The chance for healthy juice brands to diversify into mixers, elixirs and collaborations between distillers and lifestyle companies. Anyone for an Innocent Kombucha Gin?
BY MICHAEL NASRALLA

CREATIVE