April 11, 2024 – The beverage landscape for spring 2024 is witnessing a fascinating shift as traditional boundaries between wine and spirits are being redefined through innovative crossover cocktails. Southern Glazer’s Wine & Spirits (SGWS), a renowned global distributor of wine and spirits, observes a surge in the popularity of crossover creations such as hard sodas infused with spirits and wine-based cocktails, signaling a convergence of beverage categories.
A notable manifestation of this trend is the resurgence of wine cocktails, with the classic spritz reclaiming its prominence on drink menus nationwide. Renowned for its refreshing profile and comparatively lower alcohol by volume (ABV), the spritz exemplifies the growing appeal of crossover beverages, particularly in the realm of low-to-no alcohol cocktail offerings.
Moreover, the retail landscape reflects a similar trend, with formerly non-alcoholic brands venturing into the alcoholic beverage market. SunnyD, a beloved orange-flavored beverage among Millennials, introduced SunnyD Vodka Seltzer this year, while Ocean Spray Cranberry Juice and Absolut Vodka joined forces to launch a line of flavored cranberry juice and vodka ready-to-drink cocktails, leveraging the timeless combination of cranberry and vodka.
Zach Poelma, Senior Vice President of Supplier Strategy and Business Development at Southern Glazer’s, attributes the rise of crossover cocktails to a blend of innovation and consumer familiarity. Poelma, who collaborates closely with Southern Glazer’s leadership and transformation teams, oversees the implementation of enterprise-wide solutions and drives supplier insights and analytics initiatives. With a background spanning prominent roles at Fortune 500 companies including Procter & Gamble, Dannon, UBS, and Burger King, Poelma brings a wealth of experience to his role, shaping the strategic direction of Southern Glazer’s since joining the company in 2011.
