The concept of craft has taken on a momentum of its own. Many consumers have become interested in having a range of beverage options other than the more standard drink menu when ordering at a restaurant or bar, or even when doing their shopping at the supermarket; something new – healthier and natural, with alternative flavors. In fact the non-alcoholic craft options have been taking off with a soft drink revolution; many consumers are looking for a new type of soft drink.
The growing popularity of craft beverages has started to take on a whole new meaning. And it’s this shift in consumer and customer preferences that’s driving the development of craft beverages – beyond the already-popular craft beers – making it a rapidly popular beverage trend. The factors contributing to this shift from craft beer to other craft beverages include:
- Non-alcoholic beverages with natural ingredients - Millennials, in particular, tend to prefer a different kind of beverage – something non-alcoholic but flavorful with natural, local, and authentic ingredients. Take craft cider as a case in point. In the UK, sales of craft cider rose 20% in the last year
- Innovative Flavors - Consumers are attracted to drinks that have unusual, authentic ingredients and flavors – not just the “same, old” brands. They’re looking for exciting new drinks and a wider range of flavors to choose from, to replace the run-of-the-mill choices. For example, with coffee having the highest consumption rate of any beverage in Europe, RC Cola Georgia was able to expand its product offering successfully with RC Cola Coffee and has already won a Superior Taste Award – One Star.
- Less Artificial Sweeteners - Consumers are looking to cut down on the use of artificial ingredients, in particular sweeteners, and are attracted to products that don’t have any artificial ingredients. Craft beverages have appeal because typically they use natural sweeteners like real cane sugar – going back to nature's finest.
Being Competitive in a Growing Craft Beverage Industry
Being competitive in this expanding beverage industry means being strategic and learning about each country’s beverage culture, taste preferences, and knowledge of the local customer base to develop an effective sales & marketing strategy.
Craft cider, as a concept, resonates with Millennials – who tend to be attracted to local, authentic products made exclusively with natural ingredients. In the UK, for example, the cider market is valued at $3.5bn.
But it’s beyond apple cider. Craft cola, now available in bars, is something that’s relatively new in the beverage scene. From the customer’s perspective, craft cola is therefore fairly distinctive, standing out among the other beverage options at the bar – as most bars currently do not offer other premium non-alcoholic beverages.
The next step for craft beverages involves the more extensive adoption by a broader population. Though initially perceived as a Millennial “thing” – as a movement, craft trends are reaching people who don’t fit into the box of Millennials and trendsetters. Craft has opened up to include other types of customers of different generations, temperaments, and socio-economic backgrounds.
Cola is still the largest flavor in the global carbonated soft drink market and the strongest key item for any beverage company. While consumers are looking for variety they love to have cola as a refreshment. A craft cola is an ultimate solution that combines the taste that they love with an innovative "brand experience".
A New Craft Cola in the Czech Republic & Slovakia
An example of success with craft beverages is Kofola, a pan-European complete beverage company that partnered with RC Cola International in launching Royal Crown, a craft cola. Working throughout the Czech Republic and Slovakia, Kofola succeeded in penetrating the very attractive HORECA segment through their launch of two premium products, Royal Crown Craft Cola and Royal Crown Slim.
Kofola’s launch of Royal Crown was wildly successful, rapidly increasing its cola sales in the Czech Republic and Slovakia. Its success illustrates the tremendous potential in launching a craft beverage with an understanding of local preferences.
Future Expectations – Responding to Today’s Call for Innovation
The obvious question is: how to meet the changing preferences of today’s consumers with new alternatives in craft beverages?
What we know is that the craft trend is on the rise. And because craft beverages involve a wider range of flavors, craft producers and distributors can continue to pick up on new beverage trends adapting more quickly to popular flavors and innovations in the industry.
Bottom line: Jumping into the craft beverages market with a craft cola is a real opportunity. The playing field has definitely changed with innovative alternative options winning the race. Team up with RC Cola International to stay ahead of the trend with craft beverages.
See what's forecast for 2021-2026 for craft soda in this blog.
Download the Kofola case study to see for yourself how teaming up with RC Cola International and introducing a craft cola can help you grow your company and ensure its continued success.
