Non-alcoholic beer, Piscos from a Terroir, Celebrities and Influencers
In a constantly changing world, where traditions meet innovation, wine, beer, pisco, whisky and non-alcoholic spirits & beer industries are experiencing a true revolution. In this summary by AndesWines.com, we will take a tour that immerses us in the stories and transformations that redefine the way we consume and appreciate beverages, and how these ancient traditions adapt to the new expectations of the modern consumer. And all, led by celebrities, influencers and companies with great innovative capacity.
Alcohol-Free Trends: Wellness at the Center
The non-alcoholic spirits trend is transforming the landscape, reflecting a shift in consumer priorities towards a healthier lifestyle. A study by Allied Market Research projects that by 2033, this market will reach a value of $706.7 billion, driven by 8.1% annual growth. This change responds to a growing demand for options that offer the pleasure of flavor and experience without the side effects of alcohol.
This alcohol-free boom is amplified by social media and marketing by influencers and movie actors, who present them as stylish and modern options. Furthermore, innovation in natural and sustainable ingredients has captured the attention of a public aware of the ecological impact of their decisions, reflecting a movement that goes beyond abstinence, towards conscious and responsible consumption.
In the interview with Rich Roll, Tom Holland ( https://www.youtube.com/watch?v=zfyU30zrHHI ) explained that when he stopped drinking in 2022 after a Dry January challenge, he had a vision that he wanted to have a drink brand because he has always received proposals that none of them had managed to catch his attention. . In some ways, Holland has become a spokesperson for this movement and launched his line of non-alcoholic beer Bero, showing that sobriety can also be a wellness choice.
Likewise, in Chile, the story of Manuela Iturrieta is inspiring. Founder of Barra Zero and the page @zonalibredealcohol, she began her journey towards an alcohol-free lifestyle in 2019 and has shared her experience through recipes and products, such as the alcohol-free pisco “Disco”, which maintains the essence of the classic pool.
Pisco: The Jewel of South America
Pisco, that distillate that evokes the flavors and essence of the grapes from the Andes Mountains has found its place at the top of international recognition. The 2024 London Spirits Competition not only put the Chilean brand Cofradía de Bou Barroeta on the map, awarded «Pisco of the Year» with an impressive score of 91 out of 100, but also highlighted the dedication and meticulous tradition behind each one bottle. Aged for 3 years in Raulí barrels, this pisco encapsulates a masterful balance between woody notes and a tropical touch that transports you to the fertile lands of the Huasco Valley.
In this context, even soccer clubs like Colo-Colo are exploring the world of pisco, announcing their commemorative «Centenario» line to celebrate the club’s 100 years in 2025. This initiative, which includes luxury versions from the Elqui Valley, reflects how traditions and national spirit intertwine in a tribute to legacy and innovation.
The World of Whiskey: Tradition and Glamour
The history of whiskey is rich and deep, symbolizing power, elegance and a lineage of knowledge passed down for generations. At the 2024 San Francisco World Spirits Competition, Preservation Distillery & Farm’s Pure Antique 20 YO Straight Bourbon proved to be a masterpiece, standing out not only for its 57.7% alcohol content but for the vision of its founder, Marci Palatella, a figure who revolutionized the bourbon market by working closely with the legendary Van Winkle family. His story is a reminder of how passion and vision can transform an industry.
Ireland, known for its green fields and warm hospitality, also left its mark with Dunville’s 21 YO Palo Cortado Single Malt, awarded Whiskey of the Year at the Irish Whiskey Awards 2024. This recognition consolidates the return of a historic brand that, after After 80 years of inactivity, it was resurrected by Echlinville Distillery in 2012, demonstrating that the past and present can converge to offer the world a unique sensory experience, marked by aromas of cooked fruits and a finish that lasts with spicy notes.
Meanwhile, in the majestic Scottish Highlands, Tomatin reaffirmed its legacy by being voted the best whiskey on the planet at the Wine & Spirit Competition (IWSC) 2024, a title it had already obtained in 2022. This recognition is a testament to the consistency and quality found in its distillery, backed by the heritage of more than a century and the collaboration with the Japanese group Takara.
Ballantine’s, which has been redefining blended scotch since 1881, was not far behind with its launch of Ballantine’s 7. This whiskey, acclaimed for its sweet and fruity notes, reflects the philosophy of its founder, George Ballantine, of evolving without compromising quality. SirDavis American Whiskey, the project of Beyoncé Knowles-Carter, brings a personal touch to the market, honoring her great-grandfather Davis Hogue and showcasing how celebrities are integrating family stories and personal aspirations into the industry.
Final Thoughts: A Promising Future
The spirits, beer and wine sector are at an inflection point, where rich heritage and innovation intertwine to offer a new chapter in the history of consumption. Traditions are kept alive while adapting to new expectations and aspirations, marked by a desire for quality, sustainability and a more conscious approach to enjoyment. This change not only creates new market opportunities, but also redefines the dialogue about culture, history and responsibility. The future of these industries promises to be as diverse and vibrant as the beverages they offer, reminding us that every sip tells a story that transcends time and borders.
Written by Julián Castellvi
+569 3251 7848 / andes@andeswines.com
