Between Drinks
Reshaping shopping
Although research shows that strong emotional responses, such as excitement or nostalgia, can trigger purchase decisions more effectively than logic or rational arguments, a recent survey from DRINKS highlights how today’s consumers are turning to technology, specifically artificial intelligence (AI), to help select adult beverages.
According to the survey of 1,000 U.S. consumers, commissioned by DRINKS and conducted by Dynata, 31% of adults over the age of 21 have already used AI to aid in alcohol selection, and 71% would be interested in adopting the technology if offered by liquor stores and online retailers.
Moreover, 76% of consumers envision AI significantly shaping alcohol shopping within the next five years, according to DRINKS.
(Photo by Thai Liang Lim/iStock / Getty Images Plus via Getty Images)
Although 44% of consumers currently trust AI to recommend a bottle of wine or liquor for personal enjoyment, the interest in AI-powered recommendations extends to social settings as well, the company says. Meanwhile, more than 40% of consumers would trust AI-suggested drink pairings at a restaurant, 26% would let the technology determine a cocktail order at a bar and 39% would allow it to select drinks for a party or gathering, it notes.
Further, only 30% of consumers find human expert advice “very important” to alcohol purchases, according to the survey.
“Consumers are looking at how technology can make their lives easier, and in this case, the insights of an AI sommelier can make alcohol less intimidating,” said Barry Collier, co-founder and head of R&D at DRINKS, in a statement. “For example, the ‘rules of wine’ might make someone hesitate to ask questions or try a new bottle. But AI that understands their individual preferences can help pick the ‘right’ drink for the occasion and give the buyer confidence that they’ll enjoy their purchase.”
DRINKS’ patented AI-powered wine recommendation system is a step toward transforming the way people discover, select and purchase their favorite bottles, the company says.
“Our patented PAIR (Predictive AI Retailing) technology uses AI to dissect every wine label to analyze color palettes, fonts, imagery and dozens more design elements. We use these features to predict the emotional response it will spark (like romantic, adventurous, elegant or perhaps quirky),” Collier added. “By tailoring recommendations around these feelings, we’ve driven a 50-plus percent lift in click‑through rates over traditional ‘You may also like’ recommendations. And when you pair these insights with a virtual sommelier that allows the customer to describe their taste preferences or desires in natural language, you unlock the true power of conversational commerce.”
As marketers continue to look for effective ways to influence consumer choices, alongside emotional appeal, going forward it appears that AI also will play a key role in influencing consumers’ purchasing decisions.
Bubbly fun
Primo Brands unveiled its new line of hydration beverages with the launch of Splash Refreshers Sparkling alongside its new “Besties” campaign, featuring Hollywood’s comedic duo, and real-life BFFs Anna Kendrick and Rebel Wilson. In celebration of the new line, offering bubbly hydration with zero sugar and full flavor, “Besties” pays tribute to the power of female friendship wrapped in the actresses’ signature humor, the company says. “When I first tried Splash Refresher Sparkling Beverage, I was like, ‘Wait. Why does this feel like a holiday in my mouth?’” Wilson said in a statement. “It’s bubbly, it’s fun, and suddenly I’m the most hydrated I’ve ever been. Plus, getting to do this campaign with my bestie? Yes, please. We basically turned drinking flavored water into a party.” Kendrick, echoing similar thoughts, added: “We’ve been making each other laugh for years, and now we get to bring that same energy to something that makes hydration fun, like Splash Refresher — because plain water just does not reflect our personalities. It’s a win-win.” The launch marks a major step for the brand as it expands its lineup to include still and sparkling options, giving consumers a choice in hydration, it notes. Available in four flavors, the new sparkling lineup is available on shelves nationwide.
Elevating shower time
TALEA Beer Co., an exclusively woman-owned and founded brewery in New York City, has teamed up with essential body care brand Flamingo to launch the Shower Beer Collection, a limited-edition collaboration designed to elevate shower time into the ultimate form of self-care. Created in partnership with content creator and “Hotter in the Hamptons” author Tinx, this playful, indulgent set is made for unwinding in style and comfort, the companies say. The collection features Flamingo’s new Moisture Plus Razor, a limited-edition craft beer and a Shower Beer Holder — redefining the classic shower beer ritual. The new Shower Beer Holder and Moisture Plus Razor are available exclusively on ShopFlamingo.com. The Shower Beer craft beer, a fruity lager best enjoyed in the shower, can be found on draft and in four-packs at TALEA’s taprooms across NYC, it notes.
Spicing things up
For this year’s Cinco de Mayo celebrations, 5-hour ENERGY teamed up with West-Mex legend Taco John’s to release: 5-hour ENERGY Energizing Hot Sauce, a caffeinated Mango Habanero flavor. “After the huge success of last summer’s 5-hour ENERGY Inspired Energizing BBQ Sauce, we knew we were onto something special,” said Leah Key, president and chief operating officer of Living Essentials, the makers of 5-hour ENERGY, in a statement. “Teaming up with Taco John’s for this ‘sequel’ has been an awesome opportunity to connect with our fans in a fresh, exciting way.” Kevin Flaherty, chief marketing officer of Taco John’s, added: “We connected instantly with 5-hour ENERGY and their innovative approach, making this partnership truly unique. This sauce isn’t just about heat — it’s about capturing the adventurous spirit of our fans and delivering a fresh culinary experience that brings everyone together.” In addition to the hot sauce, 5-hour ENERGY also rolled out a limited-edition Spicy Cinco de Mango 5-hour ENERGY shot. To add a little fire to the festivities, consumers were able to receive the hot sauce free both in-store and online by purchasing the Spicy Cinco de Mango shot at 5hourenergy.com
Tequila adds more spirits share in the U.S. on-premise as demand for reposado rises.
According to CGA by NIQ’s latest On Premise Measurement (OPM) research, tequila continues to grow sales and steal share from other spirits in U.S. bars and restaurants.
The OPM solution, which delivers monthly insights into the out-of-home drinks landscape across the United States, shows tequila sales by value rose by 0.7% in the 12 months to end-February. This came despite a 1.7% drop in volumes and was powered by a 6.7% rise in distribution points, a sign of its growing popularity as a stocking choice, according to CGA by NIQ.
“Tequila now commands 23.5% of all on-premise spirits sales volumes,” it says. “This is a year-on-year increase of 0.8 percentage points, after tequila took share from other spirits categories.”
Matthew Crompton, vice president of on-premise for North America at CGA by NIQ, added: “Tequila has been a standout spirit in the U.S. on premise for some time now. Our sales and share figures suggest demand should remain strong throughout 2025, while the sharp rise in distribution points shows the scale of opportunity for brands to gain listings. However, a contraction in volumes shows loyalty can’t be taken for granted, and economic concerns make consistent delivery of both value and quality essential.”
