The 2023 Vibe Conference, held February 27-March 1 at the Sheraton San Diego Hotel & Marina, was the biggest in Vibe’s 14-year history. Throughout the three days, attendees learned about the latest beverage trends through education workshops, beverage tastings, research sessions, and networking opportunities.
Over the course of the Vibe Conference, a few beverage trends popped up over and over again. In this article, we’ll break down the top five trends seen at Vibe 2023.
1. On-Premise Recovery
One of the most encouraging messages of the conference is that the on-premise is back!
The session, “On-premise 2023: Operators in the Hot Seat,” led by Technomic Principal Donna Hood Crecca, concluded with predictions on the 2023 outlook. According to Technomic, forecasted alcohol sales in 2023 will bring the on-premise back to full recovery (pre-COVID, 2019 numbers).
In the session “Beer, Wine or Spirits: What's Driving On-Site Consumption,” channel shifts are showing that consumers are coming back to the on-premise and engaging in more out-of-home social occasions. High-end consumers are driving this business and growth in the on-premise. The session stated that innovation is also returning as venues shift out of survival mode and start to add products and innovations back to the menu.
In the same presentation, Terry Boyer, Vice President of National Accounts – On Premise, Southern Glazers Wine & Spirits, stated, “It’s never been a better time to be in our industry.”
2. Hibiscus
With pinks and purples trending in cocktails and Viva Magenta named Pantone’s Color of the Year, it’s no wonder hibiscus was blooming all over the Vibe Conference.
Wild Hibiscus Flower Company showed off its Wild Hibiscus Flowers in Syrup in prosecco and cocktails, and Sorel Founder Jackie Summers touted the benefits of hibiscus as a key ingredient in his Sorel liqueur.
Consider using this flower as a garnish or an ingredient on your spring menus.
3. Non-Alc
Non-alc is the fastest growing category in the beverage space, and from non-alc cocktails to canned waters and coffees, the industry is becoming more inclusive.
“We have a responsibility to offer incredible beverages for everyone,” said Miranda Breedlove, National Director of Bars, Hyatt Lifestyle Hotels and Resorts, at the panel, “The Next Generation of Drinking: No Alcohol Alcohol.”
Bill Shufelt, CEO & Co-founder of Athletic Brewing Co, who was also on the panel, agreed. “It’s opening a menu and getting to choose between alcohol and non-alcohol and not having to sacrifice anything,” he said. “The dam is about to break in a big way.”
4. RTDs
Ready-to-drink (RTD) products were everywhere at Vibe—from canned wine to hard seltzers to spirit-based RTDs. The products were big sellers when to-go reigned during COVID, but now they offer convenience and speed in a labor-strapped market.
There’s also plenty of runway still left with this sector as newer, spirits-based RTDs are hitting the scene and gaining traction.
Vibe’s first-ever RTD tasting focused in on these products, with five suppliers talking about their offerings and the role of RTDs in the on-premise in the session, “What’s New in RTDs? Everything!” In fact, that session revealed that RTDs are the fastest growing sector in the U.S. beverage alcohol market by both revenue and volume.
And for those who still don’t think RTDs have a place in the on-premise, think again—40% of on-premise consumers are likely to try a new RTD brand in a bar or restaurant, according to CGA by Nielsen IQ.
5. Sustainability
The importance of sustainability was also a refrain at this year’s Vibe Conference—but perhaps not in all the ways you think.
Sustainability and the environment were covered in sessions like Archer Roose’s closing keynote, “Drinking Our Way to a Cleaner Planet," featuring Elizabeth Banks and Founder Marian Leitner-Waldman. The duo discussed sustainable packaging and processes and pointed out the importance of big businesses committing to sustainable ideas in order to lead the charge toward real change.
In the session, the duo shared two interesting statistics:
- 79% of consumers feel companies should already be adopting environmentally responsible packaging.
- 73% of beverage makers agree that companies will look outdated if they don’t have sustainable beverage containers within five years.
But environmental sustainability wasn’t the only thing on the menu—sustainability of the workers in the on-premise was the topic that opened the conference with the keynote “Driving Industry Change” featuring Saru Jayaraman, Founder & President of One Fair Wage and Director of the Food Labor Research Center, UC Berkeley.
In this session, Saru argued the importance of raising wages for bar/restaurant workers in an effort to increase employee retention and satisfaction as well as to make the on-premise a viable career choice.
“The people who work for you are the most important asset that any restaurant has, and they are also the most thrilling and fulfilling part of doing this difficult work,” said Mikey Knab, Former Restaurant Owner and Hospitality Advocate, who joined Saru's presentation as a panelist. “When you take care of your team and do right by them, you will reap rewards.”
Plan to Attend or Participate in Bar & Restaurant Expo, March 27-29, 2023
To learn about the latest trends, issues and hot topics, and to experience and taste the best products within the bar, restaurant and hospitality industry, plan to attend Bar & Restaurant Expo, March 27-29, 2023 in Las Vegas. Visit BarandRestaurantExpo.com.
To book your sponsorship or exhibit space at Bar & Restaurant Expo, contact:
Veronica Gonnello (for companies A to G) e: [email protected] p: 212-895-8244
Tim Schultz (for companies H to Q) e: [email protected] p: 917-258-8589
Fadi Alsayegh (for companies R to Z) e: [email protected] p: 917-258-5174
Also, be sure to follow Bar & Restaurant on Facebook and Instagram for all the latest industry news and trends.