Adding Visual Appeal to Alcoholic Beverages
Consumers seeking wellness,
There are multiple consumer types and macro trends at play in a space as large as the alcoholic beverage market. On one side of the spectrum, consumers taking control of their health are seeking natural, wellness-oriented options. Mintel research shows that consumption of beverages with lower alcohol content like alcoholic seltzers and premixed cocktails has increased in the past three years, and 40% of those cutting back on alcohol are doing so to try to improve their health.
intensity in alcohol space
While indulgence in moderation is a priority for some, others are looking for alcoholic beverages that stimulate a “Sense of the Intense” and a more unique, adventurous, or multisensory “Enjoyment Everywhere” experience. According to Mintel, consumers consider spirits the most adventurous type of alcohol, with 34% of shoppers increasing their spirit consumption since the start of the pandemic. Flavor is a key driver of alcohol consumption, and one third of consumers are looking for refreshing and unique flavor profiles in canned or bottled cocktails (Mintel 2021). Intense, eye-catching colors are beneficial to amplify these bold flavor and thematic profiles.
34% of shoppers increasing their spirit consumption since the start of the pandemic. Flavor is a key driver of alcohol consumption, and one third of consumers are looking for refreshing and unique flavor profiles in canned or bottled cocktails.Mintel
Color adds quantifiable value to beveragesConsumer research consistently shows that color conveys flavor and impacts taste perception and purchase intent. Academic studies have repeatedly shown that color influences flavor perception, but Sensient took this research a step further to quantify the value of color in food and beverage applications. In online testing, optimized color was found to improve purchase intent by +6% across categories. This was further confirmed through in-person sensory testing, which confirmed that purchase intent and overall liking are highly correlated. If people like a product, they’re more likely to buy it!
Even more interestingly, we found that optimized color improves flavor perception by +15% on average! When the right color is used, the consumer believes the food or drink tastes better. Color can also be used to indicate benefits like juice content or certain functional benefits. An electric pink adds value and a thrilling visual burst of energy, while a cloudy appearance reminds consumers of the natural cloudiness of juice in a better-for-you seltzer.One colorless canned cocktail is currently on the market with $43.5 million in sales over 12 months ending Q3 2021. Sensient’s Value of Color research shows that if this brand chose to add flavor-appropriate color, the added consumer perceived value and purchase intent could increase those sales by $2.6 million annually. That potential money is being left on the table by the exclusion of color.