A market that drinks less but chooses better
THE alcoholic beverage industry In Spain and many developed countries, there is a clear trend: consumers are reducing frequency or quantity of consumption in general, but they invest in better quality products and differentiation. This trend requires traditional houses like the owner of Ron Barcelo to adjust their brand and portfolio strategies.
According to industry executives, this trend responds to a shift in social and generational habitswhere the sensory experience and the perceived value Their weight is greater than the volume consumed.
From volume to quality
He CEO of the company pointed out that “We drink less and quality has taken precedence over quantity”emphasizing that the consumer purchasing decisions are oriented towards categories premium and super premium.
This focus on quality also implies greater marketing sophistication, product designthe positioning and communication with which to connect new segments which promote differentiating attributes.
The portfolio strategy of Varma Spirits & Wines
Varma —entity that markets brands in Spain such as Barceló and Yzaguirre— studies the incorporation of new banners which correspond to the current consumer profile.
This expansion not only responds to a market opportunitybut the need to diversify in the face of decline in traditional consumption which pushes producers to seek alternatives for growth and relevance.
Segments with potential
THE industry experts They identify several areas with potential for expansion:
- Premium and super premium spiritswith different aromatic profiles and careful aging processes.
- Low or Moderate Alcohol Optionswhich appeal to health-conscious consumers without sacrificing the sensory experience.
- New formats and limited edition lines which appeal to the collection and the taste for exclusivity.
Implications for industry
This readjustment has strategic consequences for the entire value chain of the alcoholic beverages market. The pressure to innovate and respond to demanding consumers requires us to:
- Increase investments in innovation of products and processes.
- Redefining brand messages to emphasize the attributes of quality, know-how and origin.
- Explore collaborations and co-branding which diversify the presence on the market.
Competition and positioning
At the same time, other major global producers such as Diageo consolidate their presence in the segments primeoffering a competitive context that requires agile responses of Spanish and Mediterranean brands.
The ability to adaptation to the new consumer will not only determine the market sharebut also the brand perception in an environment where perceived value exceeds volume consumed.
Medium-term outlook
Industry analysts predict that this transformation will continue in the coming years, with increasingly informed and demanding consumer. The ability to offer high-end products, strong brand stories and memorable experiences will be essential to maintaining growth in an evolving market.
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