Alcohol Brands of the Future

Seismic societal shifts are taking place that are set to redefine the alcohol industry – what type of brands will survive & thrive?

George Barton | January 21, 2022

Mind

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The Great Divide

We’re living through a time of social disruption with race, politics, and gender at the forefront. There’s division across the globe, from the effects of climate change to wealth and access to resources. Accentuated and accelerated by the pandemic, an added mental health crisis is on the rise with no signs of letting up.

Historically, alcohol has been the go-to substance for escape — in the last 30 years, the total volume of alcohol has increased as much as 70% between 1990 and 2017. But with individuals and governments counting the cost of alcohol consumption, what does this mean for the future of the industry, and the brands that survive?

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Here we look at both ends of the spectrum - a utopian future where it really is all for one and one for all, and a dystopian future where resources are scarce and money rules.

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Welcome to Utopia

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The year is 2032 and for the first time in history, humans have reached an unimaginable level of social perfection. Here, it’s about control and balance of oneself and the collective. Individual consumerism has been replaced by the common good, with society valuing products & services that encourage moderation, have sustainability at their core and are for the betterment of society at large.

This has meant a great reduction in alcohol consumption, with a shift towards more natural alternatives that ease the strain on the mind & body while still uplifting spirits.

Introducing...

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Connecting people
& planet.

We’re a social enterprise built on community, sustainability, responsibility and family values.

Reimagining ancient traditions from around the world, we are working with local communities to bring their story, skills and natural brews to a wider audience through local and sustainable production practices.

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From The Islands of the Western Pacific

We heard of an amazing brew made from a plant called Kava, which is native to the Western Pacific Islands. The name comes from the Polynesian word "awa," which means bitter.

Known as a ritual drug, it can be used as an alcohol replacement for socialising, as well as it having benefits for reducing stress & anxiety.

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Kava Product & Packaging

Made from 100% sustainable packaging, you can either drink it in a long drink such as tea or add a few drops to your favourite fruit juice. The effects kick-in after 30 minutes and will last up to three hours.

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Warning: Dystopia Ahead

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It’s 2032 and the top 1% of the global population have increased their share of global wealth from 50% to 80%, as well as greatly increasing their influence on governments. Combined with scarcity of resources due to emergency action on climate change, the wider population have been forced into a never-ending lockdown. This has created the survival of the collective; a dystopian society where individuals have lost all sense of personal identity.

For the 1%; their collective has split into numerous secret societies focused on experiencing the most unique and exclusive goods. With essential ingredients, like water in short supply, traditional manufacturing of everyday goods, including alcohol, has had to be reinvented to survive—and it comes at a hefty price.

For those who can afford luxury, they’ll do and pay anything to get it.

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The Breath of Life

Using a process similar to photosynthesis, we create alcohol by isolating the hydrogen in water molecules to combine with carbon dioxide in the Nordic air. The water is then removed via distilling, leaving behind the purest of spirits, Odin.

Odin is the only spirits brand in the world. Like the Norse god himself, the brand has little regard for communal values such as justice, fairness or convention.

We produce only one bottle a year which can be purchased through auction to the highest bidder.

And it’s worth every penny, as Odin has proprietary technology that can produce alcohol entirely from air, and only the best Nordic air will do.

Odin Product & Packaging

A Rite of Passage

Presented to the highest bidder on Odin’s day aka Wednesday, the first one in December, the winner is invited to join the feast of norðurljós where they’ll share in the breath of Odin beside the most elite guests in the world.

Odin takes on the flavor of the time, each annual release taking on different nuances than the last.

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A Secret Society

In a world where the individual has been lost and there’s no more sense of self, the value in experiencing the one-of-a-kind spirit of Odin is too good to share.

Hidden away in Odin’s secret catacombs, each year’s winner is immortalized in stone, as a lasting symbol of those lucky enough to have tasted The Breath of Life.

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Dystopian
or Utopian?

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We spoke to Larry McGearty, founder & creator of Sweet Gwendoline French Gin, to get his view on what the future for alcohol brands looks like:

“The reality is, we’re bound to experience this extreme future on both sides— it’s the middle ground that’ll get wiped out: products that don’t have a point of view, a unique offering or are more ubiquitous.”

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Thanks for reading this article in our series The Future of Alcohol.
To discover more about how brands, products, and experiences are set to radically transform,
click here.

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