Category
Lifestyle
Serial Snacking
Trend cluster
Category
Low-ABV
Brew
Low-alcohol beers emerge as consumers look to indulge more moderately.
1.8
Trend score
Trend
What is the Low-ABV Brew trend?
Low-ABV Brew: With low-ABV cocktails making their way onto myriad drink menus over the last few years, beer brands are officially following suit as evidenced by a number of recent low-alcohol beer launches.
Insight
The consumer insight behind the Low-ABV Brew trend
Many consumers of all ages are prioritizing their health and wellness today, leading them to make dramatic changes in their lifestyle, diet and beyond. This desire to be one's "best self" has also led to many consumers to critically examine their relationship with alcohol specifically, which is being seen by many as a deterrent to their personal growth and wellness goals.
Trend themes
Themes within the Low-ABV Brew trend
Three behaviours holding the trend together01
Low-ABV Beers
Low-ABV beers are being launched as an alternative for consumers who are health-conscious or mindful of their alcohol consumption.
02
Better-for-You Beers
Breweries are experimenting to create better-for-you beers, catering to consumers who have unique dietary and fitness needs.
03
Session Beers
Session beers are emerging as a popular choice for beer drinkers who want to enjoy the experience of drinking beer without feeling weighed down.
Industry implications
What the Low-ABV Brew trend means for industry
Where the trend changes the playbookFor
Beverage Industry
Beverage companies can capitalize on the trend by launching their own low-ABV beer products and experimenting with natural ingredients.
For
Health and Wellness Industry
Health and wellness companies can collaborate with breweries to create beer products that cater to consumers who lead active and healthy lifestyles.
For
Food Industry
Food companies can partner with breweries to develop innovative food, cheese, and snack pairings that complement low-alcohol beers and session beers.
Workshop question
How can you better cater to consumers looking for low-alcohol beverage experiences that align with their new priorities without compromising quality and taste preferences?
Trend signals
Trend signals for Low-ABV Brew
Trend score 1.8 out of 10, from popularity 22%, activity 23%, freshness 8%.
Popularity22%
Activity23%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Low-ABV Brew trend
4 featured examples from Jun 4, 2018 to May 17, 2019CategoryLifestyle
Crisp Athletic Beers
Marathon Brewing's '26.2 Brew' is a Better-for-You Reward for Athletes
The health and wellness industry can explore the creation of better-for-you beers to cater to consumers looking for healthier beverage options.
CategoryLifestyle
Low-Alcohol Pale Ales
Small Beer Brew Co.'s Session Pale is Bright, Citrusy and Low-ABV
Craft breweries can capitalize on the trend by expanding their low-alcohol beer offerings.
CategoryLifestyle
British Low-Alcohol Beers
The Morland & Co Brewery Old Speckled Hen Low Alcohol is Robust
The brewing industry can tap into the growing demand for low-alcohol beers and explore new brewing techniques to cater to health and wellness trends.
CategoryLifestyle
Sour Low-Alcohol Beers
Big Drop Brewing Co's 'Sour' is a Light, Refreshing and Tart Low-ABV Beer
Craft breweries can capitalize on the growing demand for low-alcohol and sour beer varieties by expanding their product range to cater to these niche markets.
