Download the PDF here: http://insights.metalworks.io/ We look at 5 trends that are shaping the alcohol and spirits industry; including, beer, wine and other types of liquor. Technologies range from powdered alcohol to cloud-enabled packaging.

1. Trends That
will shape
The future
Of Alcohol5

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Philosophy
Empowerclientstoleanintochangethrough
thecreativeuseoftechnology.
JohnUnderkoffler,MinorityReportScienceAdvisoratTED2010
viaFlickr,SteveJurvetson

5. 1
Asthecraftmovementgrowsbigger,
consumersdemandtoknowtheoriginsof
whattheyareconsumingandmayevenhave
thedesiretocreate their own beer.
Home-brew kits haveallowedthe
communitytothriveovertimeandtosome,
reducing beer miles andsupportinglocal
brewmakesmoresense.
Premium-orientedpartnershipsbetween
majorbrewersandcraftbrewersbecome
moreprevalentasthedemandforartisanal-
stylealcoholdrinkscontinuestogrow,offering
morevarietytoadventurousdrinkers.Major
brewers,ABInBevandKirin,havealsobought
GooseIslandandLittleCreaturesrespectively.
brew your own craft
impact

6. 1
’CraftBeer’asasearchtermhasincreasedbyat
least5Xinsearchvolumesince2011.Forbes
reports thatthecraftbeerindustryintheUnited
StatesofAmericahasgrowninscale.TheWhite
Housealsocreated a video oftheirownhome-
brewHoneyAlebeer.
AfterraisingmorethanUS$180kfromits
KickstarterCampaign,Brewbot secured
anotherUS$1.5mtocreateasmartappliance
thatallowsanyonetobrewtheirownbeer.
Bartesian makesdeliciouscocktailsatthepush
ofabutton.Flavouredcapsulesarepurchased
fromthemanufacturerwhileuserssupplytheir
ownalcoholintothemix.Mixologyenthusiasts
mayfindCocktail Key useful.
brew your own craft
Trend

7. Opportunity
brew your
own craft
Budweiserbringstheirbeerbrewing
facilitytocustomersthroughacustom
fittedmobilebreweryunit.
Watch video example

8. 2
impact
Beyondtaste,consumersarelookingfornew
waystoexperiencealcoholconsumption.
AsmoreF&Boutletsarebeingdesigned to be
Instagram-worthy,theworldhascalledfor
innovativewaystoattractconsumerstonight
spots.Somebarsopttobepasswordprotected
speakeasies,givingaccesstoaselectfew.
Someconsumersaremorecomfortablewithin-
homeentertainmentoptionsthroughinvitation-
onlyhouseparties.Withthisshiftintraditional
modesofsocialising,companieswillhaveto
developusefuldigitaltechnologiestobringthe
barambiencehomeandmakeitconvenient.
a shot of INNOVATION

9. 2
Trend
Palcohol,powderedalcohol,goesonsalebut
isbannedinsomeUSStates.Wired
experiments with the new product.
Makr Shakr aroboticbarsystemhasbeen
implementedontheRoyalCaribbeanQuantum
oftheSeascruiseship,deliveringmorethan
500drinksinonenight.
Poly Science Smoking Gun makesadding
smokeflavourwithvaryingintensitylevelseasy.
Stem Metal andMista Citrus addszingto
drinkssimplybyinsertingandspraying.
Inventionplatform,Quirky,reinventsthewine
bottle stopper andbottle opener.
a shot of INNOVATION

10. HelloVinoisamobilesommelierthatgives
usersfoodpairinginformationwithdifferent
winesthroughascanofthelabel.
Visit the App website
Opportunity
a shot of
INNOVATION

11. 3
impact
Climatechangeisexpectedtoshiftwine
productionawayfromtraditionalwine
producingregionsaccordingtoThe
Guardian.Thenewbestvineyardsof
tomorrowwillbedifferentfromtoday.
SouthKoreansoju,Jinro,remainsasthe
numberonesellingspiritbrandintheworld
accordingtoaDrinks International study.
Ashiftingdemandfornewflavoursandmore
exoticoriginsrepresentsaneedforalcohol
brandstoemphasisetheiruniquenessand
strengthentheirpositioningwithscience,
technologyorserviceofferings.
sips of novelty

12. 3
Trend
Ardbedmaltwhisky,Haarcarafe,isservedasa
whisky cloud designedtoreplicatetheisland’s
mistofIslaywherethedistilleryislocated.
Flaviar isaservicethatdeliverssamplesof
newspiritsinapackonamonthlybasis.
Saloonbox hasasimilarofferingforcocktails.
Australiancraftbrewer,4Hearts Brewing
Company,createscarrotbeer.Tokyorestaurant
serves‘matcha’ (Green Tea) Beer.
TyKu,apremiumJapaneseSakemakeradded
coconut and cucumber flavours.Tobacco
flavoured cocktails arehelpingtipplersenjoy
tobaccoinvenueswithsmokingbans.
sips of novelty
ha’G

13. Beringerreinventssamplingandreduces
buyer’sremorsebydispensingflavourstripsin-
stores.Read the Article
Opportunity
sips of
novelty

14. 4
impact
Non-traditionalmarketingandcreative
packagingsetstheinternetonfire.Swedish
ciderbrewerKopparbergfrozen cider pouch
wasinspiredbythebrand’s2014AprilFool’s
Dayprank,aKopparbergicelolly.
FromDas Horn tocreative wine bottles.
Thepackagingofaproductisanopportunity
forthebrandtomakeastatementand
leverageonactivesocialmedia.
Perhapsgoodideascancomefromcrowd-
sourcing,whichbridgesthegapbetween
consumerandbrand,thereforestrengthening
customerrelationships.
bottled art

15. 4
Trend
Absolutlaunchedcity-inspired flavoured
vodka.Bottledesignwasacollaborationwith
thecreativecommunitythroughThreadless.
Powell&Mahoney’scocktailmixesare
packed in eco-friendly cartons,colour-
codedtoflavourwithoutglass/plasticbottles.
Firestone Oatmeal Stout isabeer
packagedaswine.Swedishdesigner
conceptualisessunset inspired series of
beer suitablefordrinkingatdifferenttimes.
Sixfold crowdfundsitspatentpending
leathercarrierforsixpackbeerbottles.
Bender Bound alsousedKickstarterto
beingtolifeboozehiddeninsidebooks.
bottled art

16. Heinekenintroducesbottleswhichlight
upintimetobeatsofthemusicin
nightclubsanduponclinkingthebottle.
Watch the Video
Opportunity
bottled
art

17. 5
impact
Healthandwell-beingapprehensionsareseen
asthreatstothealcoholindustry.Whatis
interestingtoobserveistheacceptanceof
suchathreat,leadingtotheemergenceof
functionaltoolswhichincorporatedrugsafety
anddrinkdrivingpreventivemeasures.
Concernsoversafetyhascalledforgreater
incorporationoftechnology.Technologyis
enablingconsumerstogainmoreinformation
onthealcoholdrinkstheyconsumeand
empowerthemwiththeabilitytomakethe
rightdecisions.Brandswillbenefitfrom
gainingapositivereputationwhentheyinvest
moreonproductsafetyandcombating
productcounterfeits.
drink without Fear

18. 5
Trend
DrinkSavvydevelops cups, glassware and
straws thatdetectacommonodourless,
colourlessandtasteless“daterapedrug”.
JohnnyWalkerco-createscloud connected
whisky bottles thatcantelltheauthentic
andageofthewhisky.
Pocketbreathalysersgetsevensmaller while
alcohol-detecting steering wheels
analysesalcoholbeneathskinsurfacetostop
drinkdriving.
drink without fear

19. Gamedaysubvertsalcoholadvertising
restrictionsinadarkmarketand
redefinessportsmarketing.
View video example
Opportunity
drink
without fear

20. FutureofRetail
Welookat5trendsthatareshapingtheworldofbrick
andmortarretail.Fromdataanalyticsinstoresto
evolvingretailconceptsandmore.
Download here
FutureofFood
Welookat5trendsthatareshapingthefoodindustry;
including,restaurants,fastfoodandpackagedfood.
Technologiesrangefrom3Dprintedfoodtorobotwaiters.
Download here
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23. Nico Abbruzzese
Global Director of
Creative Technology,
Metalworks by Maxus
Tom kelshaw
Director of Technology,
Metalworks by Maxus

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