Press release | Miniature format, huge opportunity – why miniature drinks are the next big thing

Does size matter? When it comes to the premium drinks market, it doesn’t seem so.

Drinks miniatures are enjoying a period of remarkable growth, with consumers reaching for miniatures as well as – or even instead of, in some cases – full-size bottles when purchasing their drinks.

Using wine as an example, a Nielsen report found that between 2021-22 in the UK, the off-trade wine market declined by over 8% as the post-pandemic economy rebalanced following the reopening of bars and restaurants. The 20cl bottle format, however, bucked this trend, growing by 8% in the same time frame. It’s a pattern that echoes across Europe and in other segments of the drinks market.

Premium miniatures are often associated with airlines – and with good reason, as they’re a fixture of duty-free stores at airports across the world – but this format is now starting to spread its wings across the retail and luxury sectors.

Home mixologists are on the rise

The pandemic brought with it a seismic shift in the way we consume alcohol, with bars and restaurants across the world forced to close. It is to be expected that many consumers would keep up with the activities they tried and enjoyed during periods of lockdown. For cocktail drinkers, they were left with no choice but to make their own.

Döhler Market Intelligence’s 2023 report indicates that, globally, 37% of alcohol consumers now make more cocktails at home than they did previously, and there are several reasons why spirit miniatures are ideal for this.

The first is simple practicality. Not everyone – even those with the disposable income to spend on luxury or premium spirits – has the space at home for a fully-stocked bar. A good selection of spirit miniatures means consumers can explore a range of exciting cocktail recipes while being able to keep their bottles in a small cupboard.

A taste of luxury

The second major reason complements another driver of spirit miniatures – small bottles give consumers the opportunity to try a luxury product without committing to the cost of a full-size bottle. If a consumer wants to experiment with a new cocktail made with unfamiliar ingredients, they may not want to buy full-size bottles. Experimentation is part of the joy of cocktail mixing, and miniatures make it more cost-effective for most consumers.
Their small size and lower cost also mean luxury brands can extend their reach beyond their traditional target demographics. ‘Accessible luxury’ is the term used to describe a similar phenomenon sweeping luxury fashion, particularly with Gen Z consumers – which may sound like it contradicts the usual aura of exclusivity that luxury brands attempt to cultivate around their products.

However, as Gen Z are set to make up 70% of the global luxury market by 2025, according to a Bain & Company report, diversifying with miniatures gives luxury brands the opportunity to have their cake and eat it. Full-size bottles offer the exclusivity, miniatures the accessibility – and both give consumers the luxury experience they seek.

Gen Z – a mix of moderation and luxury

Miniatures also capitalise on another quirk of Gen Z behaviour – namely, that they’re drinking less. More accurately, Gen Z consumers are more likely to prioritise ‘mindful drinking’, which means they will balance alcoholic and non-alcoholic consumption. ISWR data shows that 82% of non-alcoholic consumers also drink alcohol, indicating a tendency towards moderation rather than abstinence for many.

When Gen Z consumers do drink alcohol, they increasingly value the experience over the alcoholic buzz. Luxury and premium brands can offer this in spades, with ornate, premiumised packaging that delivers a unique opening experience, uniquely designed bottles, and complex, enticing aromas and flavours.
A high-quality miniature spirit appeals to Gen Z’s preferences for elevated alcoholic experiences and mindful moderation.

Bottling benefits

What’s good for consumers and what’s good for businesses are not always the same things. Fortunately, this isn’t the case with miniature drinks. Businesses offer miniatures because they are highly profitable, with smaller quantities of beverages sold for a healthier profit margin. But consumers also love the many benefits of the miniature format, and, as an increasing number of brands are making their products available as miniatures, the proposition for consumers is greater than ever.

To meet this demand, the industry has had to innovate and improve its bottling lines. Over the last few years, the efficiency and flexibility of bottling and packaging machinery in the drinks industry have improved significantly.

The growing popularity of the format has attracted investment, leading to the development of relatively small-footprint machinery that can create a wide range of bottle and pack sizes. Glass manufacturers have adapted and invested in a broader range of moulds, making miniature bottles a more mainstream format. This has had a knock-on effect on bottling machinery, which has had to adapt to cope with a wider range of sizes more efficiently.

The packaging and labelling of these bottles have also improved, unlocking a whole new dimension of branding. Unique, intricate, striking labels and packaging are no longer the preserve of the most elite heritage brands – now, any drinks brand can take advantage of innovative packaging to stand out on-shelf.

Brands can explore the infinite possibilities of branding, packaging, and bottling solutions for all drink formats at Paris Packaging Week – the home of all things luxury packaging. 2024’s event will held on January 18 & 19 at Paris Expo Portes de Versailles – to learn more and register to attend, visit www.parispackagingweek.com.

About Easyfairs

Easyfairs organises and hosts events, bringing communities together to visit the future.
We currently organise 200 face-to-face events in 14 countries (Algeria, Belgium, Denmark, Finland, France, Germany, Italy, the Netherlands, Norway, Portugal, Spain, Sweden, Switzerland and the United Kingdom) and manage eight event venues in Belgium, the Netherlands and Sweden (Antwerp, Ghent, Mechelen-Brussels North, Namur, Gorinchem, Hardenberg, Malmö and Stockholm).

We are passionate about “easifying” the life of our customers and increasing the return on investment and return on time for professional communities through our all-in formulas, advanced technology and customer-centric approach. Our digital features and initiatives provide these communities with excellent opportunities to network effectively and do business throughout the year.

The Easyfairs Group employs 800 highly committed talents, deploys the best marketing and technology tools and develops brands with a strong appeal to our stakeholder communities.
For the fifth year running, Deloitte conferred “Best Managed Company” status on Easyfairs in 2023.
Easyfairs is ranked 11 of the world’s top exhibition organisers, according to the STAX annual ranking.

Visit the future with Easyfairs and find out more on www.easyfairs.com

For further information, please contact:
Noura Moussa at PHD Marketing
Email: noura.moussa@phdmarketing.co.uk
Tel: +441977708643