Bibendum PLB identifies top 2016 trends

04 December 2015

In 2016, watch out for rum, Old World red wine, and craft beer beyond London, says Bibendum PLB.

Following the company's insight earlier this week about its new way of dividing consumers into categories such as 'New Nesters' and 'Stretched Spenders', it has polished off its crystal ball to make some predictions about next year.

To start with, it seems older is better after all. Mature Foodies and Moneyed Minority groups are the ones to watch when it comes to premium spirits, it says; not necessarily your young, urban, east London stereotypes. And on the subject of spirits, the research notes that while rum sales have been increasing in the last five years, it's mostly been in the mainstream, suggesting an opportunity for some premium brands to step in.

Meanwhile, instead of messing about with top-end whiskies, youngsters, or Big Weekenders, will apparently increasingly be looking for 'experience-led on-trade venues'.

Wine-wise, Bibendum sees an opportunity in Old World reds, mainly informed by the recent popularity of aromatic whites. There's a Barbera-shaped gap on wine lists, it argues.

Finally, if 20% of pints sold in London are craft beer, compared to just 3% in north-east England, there's definitely some opportunity to spread that good word further afield.

Related articles

News

Bibendum PLB profiles consumer habits

The marketing insight team at the Bibendum PLB group has created a series of consumer portraits profiling their drinking habits and what matters to ea

News

Conviviality snaps up Bibendum PLB for £60m

UK alcohol wholesaler and Bargain Booze-owner Conviviality has acquired leading wine and spirits company Bibendum PLB in a deal worth £60m.The news co

Wine

Imbibe's top picks from the Bibendum spring tasting

You don’t really expect techno and wine tasting to go hand in hand, but that’s what Bibendum offered at its spring tasting, held in the basement of el

Wine

Bibendum reveals latest wine trends in time for winter

As sommeliers prepare to enter December mayhem mode and suppliers get ready to receive desperate last-minute orders on Christmas Eve, the wine trade s