Small, luxurious, and highly demanded—there's a boom for mignon spirits! Witailer, a leader in optimizing marketplace sales such as Amazon, has deeply analyzed the new consumption habits of Italians, unveiling key trends with its proprietary tools.
The mignon format dominates the alcoholic beverage market, ideal for wedding favors and special occasions. At the same time, the popularity of premium and limited edition cocktail boxes is growing, attracting the public with innovative consumption experiences and the 'NoLo' trend, acronym for 'no' and 'low alcohol'.
Innovation in formats and new consumption trends
In recent years, the Spirits sector has seen significant expansion, fueled by digital channels and social conversations. The joint 2024 analysis by Witailer and Connexia reveals an 80% increase in searches for 'mignon' and a 50% increase for 'gin mignon' on Amazon Italy. This shows how brands are focusing more on format innovation than on the blend itself.
The trend is highly seasonal, with the fourth quarter accounting for 38% of annual searches, particularly during the holiday period. However, the category has seen a -19.6% decline compared to 2023, due to market dynamics and changes in consumer preferences.
Cocktail boxes and gifting experiences
Online conversations reflect growing interest in cocktails and gifting, including smaller and more luxurious formats. Specific keywords for small-sized formats have reached 100k annually, with an +8% YoY increase. Multipacks for mignon liquors suggest utility for gadgets and gifts, as confirmed by buyer reviews.
Additionally, the Ready-to-Drink Cocktail Box trend exploded starting spring 2024, consolidating through ideal aperitif variants. Amazon search analysis records a +12% YoY increase for ready-made cocktails and pre-packaged mixes, with emerging keywords like 'cocktail in bag'. This trend, led by brands like NIO Cocktails and Campari, offers complete sensory experiences without the need to purchase individual ingredients, reinforcing their position as industry leaders.
Cocktail boxes are emerging as the perfect choice for gifting—ideal for holidays like Christmas and New Year—with significant growth in searches during festive periods.
A snapshot by category and the alcohol-free trend
On the front of daily consumption alcoholic beverages, Gin Tonic is confirmed among the most mentioned online, while on Amazon it shows a reduction in general searches, highlighting interest in the mignon format. Gin has seen an -11% decline, concentrated in Q4, while brands like Roku show growth against the trend.
Similarly, mini whisky is on the rise, with a 40% increase in searches for 'mini liquors'. Premium brand searches are also gaining a +15% increase in 2024, with Macallan and Glenfiddich registering significant jumps, supported by interest in high-quality products.
Champagne and Sparkling Wines are among the most cited alcoholic beverages online during celebrations, with the keyword 'Santero mini' increasing by +275% and 'mini prosecco bottle' marking a +700%. However, premium brand searches are declining, although Dom PĂ©rignon remains among the most relevant keywords, while more accessible brands gain ground.
Amari and liquors, associated with Italian tradition, maintain their relevance in convivial moments, with a growing focus on mocktails for sober parties. These trends reflect the growing attention of Italian consumers toward healthier options, generating strategic opportunities for innovative brands in the alcoholic beverage sector.
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