Cleaning products usually boast more than one attribute. Some even go as far as saying they can do “5 in 1”. Is the drinks industry heading in the same direction, asks Lucy Britner

While recessions and cost of living crises are tough on business, they often inspire innovation. As consumers look for ‘less but better’ in the drinks world, and companies continue to assess which occasion is worth investing time and money in, we can expect to see new products that straddle both occasions and needs.

Conflating occasions

For consumers who don’t want to pick between a dessert or a cocktail, NPD will centre around sweet solutions.

Just in the past few weeks, we’ve seen the launch of Lacey’s Vodkashakes – cream liqueurs that can be served as chilled shots or added to hard milkshakes or creamy cocktails. And US hip hop star Cardi B has launched a 10% abv vodka cream in the UK. Whipshots (pictured), which is handled by Global Brands is noted for its versatility making it the “ultimate drink and dessert essential for 2025”, according to marketing director Matt Bulcroft.

Perhaps now’s the time for cream liqueurs to come to the fore.

Similarly, we’re seeing brands insert themselves into food occasions. Proximo Spirits suggests adding Jose Cuervo tequila to pancake mix. And Diageo recently held its first global licensing event for Baileys – a brand that is almost as familiar on an Easter egg as it is in a bottle.

By doing two jobs in one, these brands have opened new doors for consumption occasions – and if they avoid trying to be a ‘one size fits all’ proposition, they will succeed.

Adopting adaptogens

At the other end of the spectrum, low/no and soft drinks are also providing multiple solutions for health-conscious consumers.

Northern Ireland’s Clearer Twist is a new mixer brand made with high-alkaline water “delivering a naturally sweet taste with less sugar, fewer calories, and no compromise on flavour”.

We’re seeing functionality from adaptogens that aims to deliver all sorts of mood enhancements, depending on what you’re seeking. Three Spirit’s Social Elixir, for example, contains lion’s mane mushroom, yerba mate and damiana – but it’s also a spirit alternative, so you can enjoy it in a cocktail.

As low/no brands wisely start to move away from talking about what’s missing from their liquid, we’ll start to see more messages about what else a low/no drink can bring to the table – something the likes of Three Spirit already does well. We could see alc-free beers that talk more about being isotonic, or containing certain vitamins, for example.

Collider launched last year with two non-alcoholic adaptogenic beers: Unwind Lager and Unwind Session Pale. The beers contain functional ingredients such as ashwagandha and lion’s mane to promote relaxation. Perhaps the hybrid drinks trend will see it gain wider distribution.

A word caution

As with all drinks industry innovation, there will be some new products that go too far. The danger with hybrid thinking is that you turn your drink into that cleaning product, promising a “5 in 1” solution. Messaging will become muddy and consumers will switch off.

The backlash to that, of course, will be simplicity and the next wave of innovation will see a back-to-basics approach to both drinks and occasions.