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More time at home in 2020 has accelerated the popularity of many types of drinks as we look to treat ourselves, focus on our wellbeing and turn to convenient options. This looks set to continue in 2021, but which ones of these media and expert predictions have you already tried or are enticed by the most?

Cocktails at home

Cocktails at home - Smokey Thyme
Confined to our own homes for much of 2020, we turned to making our own cocktails as part of virtual get togethers with family or friends or simply because we now had the time to experiment in our own kitchens. Waitrose in its Food and Drink Report say 20% of us will continue this year to try out our mixology skills at home, experimenting with twists on our favourites. See our cocktail library for some inspiration.

Low and no options

Wellness is the focus for 2021 as more and more of us are taking alcohol breaks or reducing our overall consumption, particularly this month as people take part in Dry January after the excesses of Christmas. The trend for no or low options looks set to continue beyond January though as more and more exciting drinks, other than beer, hit the shelves. If you are looking to go less heavy on the alcohol, Keepr’s Ultra Low Alcohol Gin & Tonic Flavoured Drink is as good as the real thing with 12 carefully balanced botanicals and our signature 100& British honey.

Virtual drinks

Zoom quizzes, online ‘Escape Room’ experiences, cinema nights and virtual socialising has fuelled people’s desire for tasting kits and drinks and snacks hampers. With the first few months of 2021 in lockdown, people are turning to the convenience of ready-made hampers containing spirits, mixers and snacks to add a treat to their weekends at home. Our own drinks and snack hampers of spirits, tonics, olives, chocolates, nuts and pretzels were a huge seller before Christmas, and with a new selection expected to arrive on our online store next week, including a gin hamper with tasting notes, there’s lots to keep your spirits up!

Spiced and flavoured rums

Our love of spiced and flavoured rums shows no signs of waning with volume sales soaring by more than 140% in five years*. Keepr’s honey-spiced rum is no exception. As one of our most popular sellers, this triple-distilled dark Florida rum infused with our 100% pure British honey, spices and pure Cotswold water is delicious enjoyed neat or with ginger beer for extra fire.

British-made Hard Seltzers

If you haven’t tried Hard Seltzers yet, the likelihood is that you have heard of them due to their phenomenal success in the US and their growth in popularity after hitting UK shores in 2019/2020. We released our own Keepr’s Hard Seltzer range in July of three fruit-flavoured, vodka-based sparkling waters, all made with 100% natural ingredients and a hint of honey from our hives. Drinks Business predict this trend will ‘mushroom in 2021’ as people enjoy the convenience of these ready-to-drink on-trend options, which offer a lighter alternative to wine and beer.

*Data used is from IWSR drinks market analysis.

By Caroline Kalu 0 comment


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