Low-alcohol liquor options are on the rise as people's drinking behaviours shift
Trend - With low-alcohol beers and cocktails on the rise, so now are low-alcohol liquor options. Everything from gin to vodka is now being offered with lower alcohol content in order to prioritize flavor.
Insight - Millennials and Gen Z are drinking far less than preceeding generations, and don't necessarily see it as a requirement to socialize. For individuals who consume less alcohol but aren't officially "sober," the experience of it is more important than the end result of feeling buzzed. These individuals are more likely to turn to lower alcohol options, or to experiment with drinks rather than having several drinks in one sitting.
Insight - Millennials and Gen Z are drinking far less than preceeding generations, and don't necessarily see it as a requirement to socialize. For individuals who consume less alcohol but aren't officially "sober," the experience of it is more important than the end result of feeling buzzed. These individuals are more likely to turn to lower alcohol options, or to experiment with drinks rather than having several drinks in one sitting.
Workshop Question - How does your brand cater to the varying needs and preferences of different generations?
Trend Themes
1. Low-abv Spirits - As millennials and Gen Z drink less, low-alcohol options are on the rise, allowing individuals to prioritize flavor over the end result of feeling buzzed.
2. Inclusive Low-abv Spirits - Brands like Perthyn are fostering a sense of belonging with low-alcohol spirits, creating an opportunity to connect with consumers who want to feel included without having to compromise on taste or wellbeing.
3. Light Gin Spirits - Alcohol brands like Beefeater are responding to consumers' desire for balance by creating light gin spirits with lower alcohol content but maintaining the same full flavor, offering an experience that is both familiar and new.
Industry Implications
1. Alcohol Industry - The alcohol industry can explore the creation of low-alcohol options to cater to the newer generations' drinking behaviors that prioritize flavor and balance.
2. Health and Wellness Industry - The health and wellness industry can tap into low-alcohol spirits' market to promote the benefits of a balanced lifestyle while still enjoying a flavorful and enjoyable drink.
3. Packaging Industry - The packaging industry can innovate and create packaging designs that represent the brand's offerings and vision to foster a sense of belonging, inclusivity, and emotional connection with the consumers.
