Q4 Product Approvals Hint at Trends to Come in 2021
The final quarter of 2020 saw a few noteworthy trends in label approvals from the TTB, according to research firm bw166. Below are a few key category trends as indicated by product approvals.
- Lemonade-flavoring is ticking up in popularity and two notable additions to the category were Smirnoff and Labatt Blue.
- Big players like Constellation, Gallo, and Francis Ford Coppola continue to bet on alternative packaging sizes including boxes and cans.
- Botanicals and infusions were also a noticeable trend as Belvedere and Beefeater had several offerings approved.
- Low-calorie options are also on the rise with TTB approving several 90-calorie offerings for Chateau Ste. Michelle and two 70-calorie options for Constellation's Kim Crawford brand.
Looking at 2020 as a whole, TTB approvals were down by 15,600 for the year, representing an 8.7% decrease from the previous year. Wine led the way with a 13.6% drop in approvals, while beer dropped 3.3%. However, approvals for spirits actually grew 15.1% for the year.