Liqueur Trends

As global consumers become increasingly conscious of their sugar intake, sugar plays an essential role in various food and drink cultures, from street food and bubble tea to health-focused diets. Similarly, in the world of liqueurs, sugar content is a critical component. Many liqueur producers are paying close attention to this growing trend, preparing for a future shift in the liqueur market.

For drinks with high sugar content, many countries have implemented regulatory measures, such as heavy taxes. For instance, Mexico and some states in the U.S. have imposed high taxes on sugary soft drinks to curb excessive sugar consumption and reduce the risk of related diseases. In 2018, the UK also began taxing sugar content in soft drinks.

The Sugar Debate

While many countries focus on the soft drink market, attention has also turned to another sugar-containing beverage category: alcohol and liqueurs. Many liqueurs are produced in accordance with local regulations, but will this health trend of reducing sugar cause established brands to reconsider their approach?

According to EU law established in 1989, liqueurs with an alcohol content of 15% or more must contain at least 100 grams of sugar. In the United States, liqueurs must contain at least 2.5% sugar by weight to be classified as such.

Some producers believe there is little cause for concern, as liqueurs are typically used in smaller amounts in cocktails, which may not significantly impact the drinker’s overall sugar intake (though moderation is always key). Nonetheless, sugar content is expected to become a focal point in the near future.

While new health trends surface daily, only a small segment of cocktail enthusiasts currently pay close attention to the sugar content in their drinks. However, the trend for low-sugar liqueurs is gradually emerging. How should major producers respond?

Reducing Allergens

For those with dairy or gluten allergies, these ingredients can be sources of allergic reactions. Some liqueur brands, such as Baileys by the globally renowned Diageo, introduced allergen-free products as early as 2016.

However, not all liqueur brands have adapted their formulas to follow this trend. Amarula, for example, remains committed to its traditional recipe. This cream liqueur is made from the fruit of Africa’s Marula tree, which is fermented and distilled before being aged for two years in French oak barrels and blended with cream, creating its signature smooth taste.

Amarula is currently the only cream liqueur in the world made using this unique process, which they are proud to preserve as a classic.

The Role of Liqueurs in Low-ABV Cocktails

The pursuit of low-alcohol-by-volume (ABV) cocktails is subtly linked to liqueur production. Compared to other spirits such as gin, vodka, and whisky, liqueurs generally have a much lower alcohol content. As consumers shift toward low-ABV cocktails, the application of liqueurs is set to increase, drawing greater attention to this category.

The idea of "drinking less but drinking better" is gaining popularity, positioning liqueurs to play an important role.

Meeting the Demand

With the proliferation of information, consumers are becoming more adventurous and willing to try new flavors. Even those without health or allergy concerns are becoming more knowledgeable about liqueurs due to the popularity of cocktails. Whether brands can leverage their strengths to stay ahead of this trend will depend on their capabilities and efforts.

Sotol from Mexico

Sotol is known for its rich notes of licorice, tangy cheese, aromatic herbs, and bright, distinct flavors. Unlike its relatives, mezcal (made from various types of agave) or tequila (made from blue agave), Sotol is distilled entirely from the desert plant Sotol. In Spain, the plant can grow up to 15 feet tall, which has earned it the nickname "desert spoon" in the UK.

Flor del Desierto

Flor del Desierto is a small-batch, handcrafted distillery whose vibrant labels seem to tell a story of the passion and attitude infused in every bottle.

Credit 1: Liqueurs: Producers should tap into low-sugar trend, by Melita Kiely

Credit 2: Funky, Flamboyant Sotol Is the New Liquor Trend You Should Try, by John Kessler