As with many industries, the past year has had a profound impact on beer, wine and spirits. The rise of premium products and a fragmented market have been shaping the industry for years, but COVID-19 completely changed the game. Alcohol consumption among adults over 30 increased during the pandemic[1], but the setting in which it was consumed quickly shifted from public to private settings. Stay-at-home ordinances and mask requirements were imposed all across the U.S. and as a result, at-home consumption increased while on-premise consumption decreased.
With vaccinations on the rise and cases on the decline in the U.S, many bars and restaurants will be reopening this summer. The number of people consuming onsite will likely increase, but some people who were introduced to ecommerce alcohol sales for the first time will continue to embrace that model. Many alcohol brands, some for the first time, are developing packaging designed to be consumed at a variety of locations. Regardless of where alcohol is enjoyed this summer and beyond, brands need to consider the location, packaging design and materials to stand out in the ever-changing beverage industry. Packaging partners from concept to delivery have the expertise needed to help brands navigate this complex and competitive landscape.