Amidst various sporting and summer occasions this July, new food and drink trends are taking centre stage. From Euros fever to cocktail creativity, the month brought a wave of exciting innovations and sales spikes. Here’s a look at the trends shaping up this sunny season.
⚽ Euros 2024 ⚽
Despite England falling at the final hurdle in the Euros 2024 final against Spain, the team’s success throughout the tournament provided a significant boost to UK food and drink sales across both the on- and off-trade sectors. According to the latest data from Kantar, beer sales in UK groceries were up by an average of 13% on the days when the England Men’s team played, whilst pubs across the country saw double the amount of pints pulled compared to usual.
Supermarkets capitalised on the football fever with a range of Euros-themed deals aimed at fans preparing for match day at home. For instance, Asda’s “Get Match Ready” offer allowed shoppers to grab two packs of 10 beers each for £20, whilst their “It’s Coming Home party bundle” included a variety of snacks and drinks for £21.50. Sainsbury’s offered a meal deal for two people for £12, featuring a main, side, dessert, and drink—perfect for a football night in. Tesco, meanwhile, offered substantial discounts for Clubcard holders, including 18 cans of Foster’s Lager for £11 and 12-packs of Peroni for £12. Additionally, ahead of England’s game against Switzerland in the Quarter Finals, Asda swiftly jumped on the opportunity with a clever, reactive Instagram post announcing they would temporarily rename their iconic Swiss roll to the English roll, demonstrating their full support for the national team.
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In addition to traditional matchday staples like beer, crisps, and snacks, no- and low-alcohol beer also saw a significant rise in demand, with sales soaring by 38% on matchdays. This trend reflects a broader shift in consumer behaviour, as more people, including football fans, are opting for alcohol-free options. During the Euros, global sales of Guinness 0.0% doubled, and retailers like Ocado and Tesco reported that demand for alcohol-free drinks was higher than during Dry January.
Here at Hatch, we worked with sports bar BOX to launch a nationwide footballer Dopplegänger campaign, designed to drive awareness around the exciting activities and offerings at BOX Bar venues the busy summer of sport.
Our efforts resulted in a fantastic 18 pieces of coverage in prominent national and regional titles, including The Mirror, The Sun, Daily Mail, and key regional outlets like the Yorkshire Evening Post and Manchester Evening News. The winner of the competition, chosen via a public poll on BOX’s Instagram, was further featured in follow-up press releases and interviews, securing additional coverage. Additionally, we engaged journalists by offering them bar tabs to experience the campaign in person, which led to further exposure in outlets like The Manc, The Hoot, and Crave Magazine. The campaign also generated significant social media engagement, with over 1,000 votes cast in the lookalike competition.
🍍 Piña coladas – Summer’s Sweet Renaissance 🍹
In the year that marks the 70th birthday of Piña coladas, a classic symbol of summer indulgence, the creamy coconut cocktail is enjoying a renaissance, with Pinterest searches for ‘Piña Colada recipe’ up by 70%, beating all other cocktail related searches other than ‘Sangria’. In response, July saw some exciting brand collaborations and trends making waves.
Piña Oatlada: A Dairy-Free Delight:
In a bid to capture the summer cocktail market, Oatly and Malibu teamed up to create the Piña Oatlada, an alcoholic, piña colada-flavoured dairy-free soft serve ice cream. This new treat merges Oatly’s expertise in oat-based products with Malibu’s iconic coconut rum, delivering a refreshing and creamy ice cream that caters to both vegans and those avoiding dairy and soy.
The launch of the Piña Oatlada was timely, coinciding with research revealing that nearly a quarter (23%) of UK adults expressed a desire for a “one-hour vacay” to momentarily step away from adult responsibilities. To address this longing, Oatly and Malibu opened an exclusive pop-up venue at Paradise Arches in London’s Shoreditch district. This summer-escape hotspot offered visitors the chance to enjoy Piña Oatlada soft serve, Malibu-inspired cocktails, and light bites, alongside vibrant DJ sets and other entertaining events.
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Piña Corona: A DIY Sensation:
Meanwhile, a new DIY cocktail trend gained traction on TikTok: the Piña Corona. This creative concoction combines the beloved piña colada with an ice-cold Mexican beer. To prepare, simply pour out or drink half a bottle of Corona beer, then top it up with white rum, coconut cream, and pineapple juice. The result is a cocktail that balances sweet and dry flavours, offering a refreshing twist on traditional summer beverages.
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However, this trend sparked debate amongst enthusiasts. Whilst some praised the Piña Corona for its innovative blend and summer appeal, others have expressed mixed reactions regarding its flavour and preparation. Variations include using alcohol-free Corona or rum for a lighter mocktail, and even freezing the mix for a chilled treat. Despite the diverse opinions, the Piña Corona exemplifies the ongoing evolution of cocktail culture, driven by social media creativity.
Want to find out how your brand can make the most of upcoming food and drink trends? Get in touch at hello@hatch.group to find out more.
