The rise of mindful drinking in Scandinavia
Mindful drinking is still making waves in 2020. Driven by a surge in individuals caring more about ethics, health and wellness, mindful drinking is more than just cutting down alcohol consumption. It’s a behavioral shift in ditching binge drinking habits and a desire for ‘better-quality’ beverages that aligns with conscious consumption.
Mindful drinking is the idea of drinking less and drinking better. It allows individuals to enjoy social gatherings whilst choosing a drink that doesn’t negatively impact long term health or mental wellbeing.
But aside from the health benefits, individuals choosing a mindful approach to drinking may also care about the provenance of the ingredients, the ethics, and the environmental impact of the brand. And for specialised retailers and buyers, it’s vital to ensure shops are catering to this growing trend in the alcohol market.
So, what are these products?
Mindful drinks can encompass new alcohol-free beers, wines and ciders, healthy alternatives like kombucha, and herbal infused cocktails. But as well as this, consumer demand for organic wines, beers and spirits continue to see impressive growth right across the Nordic region.
In 2016, Swedes consumed 22.8 litres per capita, or 227 million litres total, an increase of 1 per cent from the year before (Source: Euromonitor International). And in 2020, Systembolaget recently reported that their organic wine market share increased to 23%. In Norway, Vinmonopolet saw organic sales totalling 807.8 million NOL (€82 million) in 2017 – an increase of 17.2%. As more people are seeing the benefits to better quality wine with less sulphites and less pesticides, it’s becoming an increasingly important market share to consider.
At the same time, emerging trends such vegan drinks, natural wine and sustainable packaging are also – and that’s exactly why a visit to Naked Drinks Scandinavia is unmissable.
Naked Drinks is the first event dedicated to the increasingly important ethical and mindful drinks sector. From biodynamic wines to organic spirits and vegan beers, the event covers everything buyers and decision makers need to make more sustainable choices for both the consumer and the planet. It is the showcase for drinks – as they should be.
The organic wine exhibitors booked so far include: Weingut Buchmayer, Graft Wine Company, Weingut Harm and Antica Enotria. Nc’nean Distillery is promoting its organic whiskey and Organic Grape Spirit will be presenting its range of organic spirits – with more to be confirmed.
If you are interested in exhibiting in Naked Drinks at Nordic Organic Food Fair, please contact senior sales manager Sophie Bresnahan on [email protected]
Save the date for 2020 – Nordic Organic Food Fair and Eco Life Scandinavia return to MalmöMässan on 11-12 November 2020.