Trends in the New Year, Predicted by Southern Glazer’s Wine & Spirits Experts

As we begin a new year, there’s an unmistakable air of excitement and anticipation that permeates from the new year, new you crowd.

In this feature, we delve into the world of libations, exploring the trends that are set to define spirits in 2024, according to Southern Glazer’s Wine & Spirits.

When asked what spirits or wines will be consumed more during the start of the New Year more than other times of the year, Jessica Taylor, Beverage Specialist and Manager of Organizational Effectiveness, Indiana, Southern Glazer’s Wine & Spirits, referred to “bubbles” and wine cocktails as being first choice. “While bubbles are now popular year-round, they still see a huge spike around the New Year. As wine cocktails such as the Aperol Spritz have become worldwide hits, we expect to see more wine cocktails take center stage during the winter, whether it’s a sangria, spritz, mulled wine, sbagliato, punch, or a red wine hot cocoa.”

Current trends in wine or spirits that people can expect to see around the New Year include low-ABV and non-alcoholic spirits and RTDs. “Low- to no-ABV consumption has been on the rise and will continue to do so, in my opinion. A focus on sustainable and organic wines and spirits will continue to trend through the year. Craft cocktails with locally sourced seasonal ingredients will always be a hit,” says Carla Marie Rivera, Director of Product Education, South Florida, Southern Glazer’s Wine & Spirits. In the realm of gift-giving, it is suggested that either limited-time releases or lesser-known products, such as Calvados or wine made from the Pecorino grape be considered so buyers don’t have to break the bank on allocated products.

Predicted top 2024 trends include an emphasis on craft-made liqueurs with unique, locally sourced flavors, reflecting consumers’ desire for authenticity and distinctive experiences, as well as a surge in exotic infused or flavored spirits (think yuzu, guava, prickly pear, ube, or gooseberry) and alternative grain spirits, especially whiskies (think quinoa, spelt, teff, amaranth, buckwheat, brown rice).

Orange and fortified wines will also be at the forefront of the year’s trends. Low ABV and non-alcoholic beverages are also expected to soar in 2024, with the Gen Z population drinking 20% less than previous generations and an increase in sober-curious consumers. There are different takes on which spirits/wines will reach their peak in 2024, with some believing the craft gin movement will reach a highpoint, and others predicting more of a focus on rum, with tequila still reigning supreme.

The driving force behind the above trends is thought to be younger bartenders and wine professionals who are eagerly learning all the new and historical drivers of wine and spirits, according to Masilionis. In addition, Taylor believes shows like Drink Masters, The Ultimate Mixologist, Mixology Masters are gaining popularity and influencing trends, as well as social media platforms, such as TikTok.

As we navigate the unknown terrain of 2024, one thing remains certain—the world of liquor, wine, and spirits will continue to surprise, delight, and evolve.