Sophisticated Drinking & Cocktails
In Germany, we’ve seen a big wave of more sophisticated drinking, with significant interest in perfect serves and classic cocktails. Compared to the UK, where gin has been an established spirits category for many years, Germany is more of a late adopter. But with a growing interest, lots of local gin distilleries have been popping up all around the country.
Premiumisation & Sustainability
Consumers are also becoming a lot more selective towards brands. Premiumisation plays a large factor, and the search for authenticity and status is enhanced by their increasing knowledge about the subject. Quality and brand image are key when choosing a gin. There is also a more noticeable shift in attitude towards sustainable brands and their connection with the 'greater good’. Sustainability should be a must and not a maybe.
Local Producers & Spirits
Germany has a very strong local spirits market, and hyperlocal products have historically always been preferred. In general, Germans tend to prefer smaller brands that offer premium but affordable products, rather than trying new flavours or trendy drinks. But the German market is slowly evolving. On the one hand, local craft brands continue to grow, but international brands with locally produced spirits bring more variety and also serious competition.
Impact of Covid-19
Since the covid-19 pandemic began in early 2020, we have seen a big trend toward German spirit brands and a surge of interest in local products. As a result of this, we have seen an increase in organic products, handcrafted spirits and high quality products in general. As consumers adapt to dining restrictions and form new drinking habits that will likely persist into the future, they are seeking convenience in their purchases, such as drinking 'Ready To Drink' products. Drinkers are also becoming more health conscious and cutting back in volume or switching their drinking choices for low/no alcohol beverages.