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.

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