Regional Drinks, Global Appeal
Could Sake be the new Vodka or Sotol the new Mezcal?
What is this about?
In recent years, the beverage industry has seen a trend of regional drinks gaining international recognition and appeal.
Brands like Sake ONO and Sotol are capitalising on the growing consumer interest in authentic, hyperlocal, and ethically sourced products.
Why is it interesting?
The global appeal of these regional drinks lies in their ability to blend tradition with modernity.
Sake ONO, a modern lifestyle sake brand, aims to redefine the alcohol category by introducing sake as a versatile, contemporary beverage. By partnering with a historic Japanese brewery, Sake ONO brings a high-quality Junmai Daiginjo to new consumers, positioning it both as a neat drink and a sophisticated cocktail mixer.
Similarly, Ricardo Pico is championing the resurgence of sotol, a traditional Mexican spirit made from the Dasylirion plant, by promoting its unique heritage and expanding its market presence beyond Mexico.
This trend aligns with broader cultural shifts towards lower ABV alternatives and sustainability, aligning with our future code, Regeneration Nation, and the opportunity space Close the Loop.
So What?
Brands like Sake ONO and Nocheluna are setting new standards for how traditional beverages can be reimagined and marketed.
Sake and sotol are being reintroduced to new markets through innovative branding and storytelling, making these once-obscure spirits accessible and appealing to a global audience. Their successful expansions into international markets illustrate the potential for regional drinks to influence global trends.
How might your brand tap into a regional favourite to appeal to a global audience?
Just Imagine ...
A near future:
Where Liquid Death teams up with Icelandic metal band SKÁLMÖLD to create a zero-alcohol version of Brennivín, or “Black Death.” Infused with the caraway notes of Brennivín, this premium water debuts during the Thorrablot festival, offering fans a heavy metal taste of Icelandic culture without the alcohol.
A mid future:
Where Slovakian vodka distillery Double Cross invites consumers on an immersive experience as they hike through the Tatra Mountains to taste their first barrel of Slovakia's national drink, Borovička, a juniper-distilled spirit likened to gin.
A far future:
Where Constellation Brands uses AR/VR and advanced sensory technology to create pop-up tasting room experiences; guiding consumers through the winemaking process by region, from grape to final product, focusing on more obscure varietals and their by-products, such as Grappa and Orujo.
Has this sparked a thought for you?
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