Category
Lifestyle
Assisted Choices
Trend cluster
Category
Mediterranean
Drink
Mediterranean spirits, wines are beers are gaining popularity in North America.
4.2
Trend score
Trend
What is the Mediterranean Drink trend?
Mediterranean Drink: Alcoholic beverages and non-alcoholic spirits that are inspired by the taste and traditions of the Mediterranean are entering the North American market. Brands are emphasizing such beverages for their authenticity and distinct cultural flavor.
Insight
The consumer insight behind the Mediterranean Drink trend
Conditioned by the expansion of globalization which makes different cultural traditions from around the world available in North America, consumers are embracing their adventurous spirit to test out recipes—be that of food, beverage, or skincare—from abroad. Rooted in a sense of curiosity that is inspired by the novelty of a new experience, consumers are feeling excited to engage in something unfamiliar and authentic.
Trend themes
Themes within the Mediterranean Drink trend
Three behaviours holding the trend together01
Mediterranean-inspired Beverages
Increasing demand for adventurous, culturally distinct and authentic alcoholic and non-alcoholic beverages made with Mediterranean ingredients are entering the North American market.
02
Distilled Non-Alcoholic Spirits
The rise in demand for non- and low-alcoholic options provides an opportunity to create innovative distilled non-alcoholic spirits, using traditional distilling methodologies with zesty and aromatic natural ingredients.
03
Organic Wines with Modern Packaging
There is an opportunity for companies to produce and introduce organic wines to the market, using a variety of natural ingredients inspired by Mediterranean wine-making traditions, and modern packaging to appeal to consumers.
Industry implications
What the Mediterranean Drink trend means for industry
Where the trend changes the playbookFor
Beverage Industry
The Mediterranean-inspired drinks and distilled non-alcoholic spirits offer opportunities for businesses to innovate and expand product ranges tailored to North American consumers' preference.
For
Packaging Industry
The shift towards modern and sleek packaging in the ever-expanding organic wine market presents opportunities to build differentiation and cater to consumers looking for sustainability and aesthetic appeal.
For
Culinary Industry
The use of Mediterranean ingredients for beverages provides opportunities for chefs to incorporate them into innovative culinary creations that satisfy consumers' demand for novel gastronomic experiences.
Workshop question
How can your brand emphasize culture in its offerings?
Trend signals
Trend signals for Mediterranean Drink
Trend score 4.2 out of 10, from popularity 58%, activity 58%, freshness 9%.
Popularity58%
Activity58%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Mediterranean Drink trend
4 featured examples from Oct 11, 2019 to Jan 21, 2021CategoryLifestyle
Aromatic Non-Alcoholic Drinks
Memento Green Takes Inspiration from Mediterranean Plants
Beverage companies can capitalize on the non-alcoholic drink trend by creating new, innovative, and flavorful options for consumers.
CategoryMarketing
Modern Mediterranean Wine Selections
Galea is Expanding Its Beverage Range to the US
Companies producing alcoholic beverages have the opportunity to expand their product offerings to include natural and organic wine options for consumers.
CategoryLifestyle
Distilled Non-Alcoholic Spirits
Amplify is Bright, Zesty and Free from Alcohol
The beverage industry can explore new opportunities in producing and marketing distilled non-alcoholic spirits, tapping into a rising demand for alcohol alternatives.
CategoryLifestyle
Authentic Barcelona-Brewed Beers
Estrella Damm Lager Boasts 100% Natural Mediterranean Ingredients
The brewing industry can capitalize on the trend towards locally sourced ingredients, experimenting with new recipes and flavor profiles to create unique and authentic beers for c…
