Category
Lifestyle
Assisted Choices
Trend cluster
Category
Low-Proof
Libation
Low-alcohol cocktails allow consumers to indulge more responsibly.
3.8
Trend score
Trend
What is the Low-Proof Libation trend?
Low-Proof Libation: Bartenders and mixologists are being tasked with creating low-alcohol cocktail menus using unconventional ingredients that provide a new drinking experience while still supporting the indulgence of fine dining.
Insight
The consumer insight behind the Low-Proof Libation trend
Brands are recognizing that many consumers, particularly those in the Millennial and Gen Z demographic, are engaging in alcohol consumption in new ways due to their commitment to a healthier lifestyle. These offerings allow health-conscious consumers to indulge in the consumption of a cocktail and the social experience that often accompanies it, while still feeling confident about achieving their health goals.
Trend themes
Themes within the Low-Proof Libation trend
Three behaviours holding the trend together01
Low-alcohol cocktail menus
Bars and restaurants are creating unconventional low-alcohol menus that provide a new drinking experience while still maintaining the fine dining indulgence.
02
Ready-to-drink cocktails in cans
Brands are offering Millennial consumers easy-to-carry, premium, natural, and low-calorie canned cocktails.
03
Dedicated low-ABV cocktail menus
Bars and restaurants are adding low-proof cocktail menus that preserve the familiar experience with well-thought-out, delicious, and complex drinks.
Industry implications
What the Low-Proof Libation trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Businesses in this industry can innovate by creating more low-alcohol beverage options with natural ingredients, recyclable packaging, and flavor-driven drinking experiences that offer healthier balance and compromise.
For
Packaging
Innovation in packaging will support trends towards easily carried and recyclable canned cocktail options.
For
Entertainment and Hospitality
Businesses operating in the hospitality industry can gain a competitive edge by offering their customers unique and creative low-alcohol cocktail menus made from low-proof aperitifs, vermouths, and liqueurs.
Workshop question
How can your product offering cater to the desire for indulgences that won't compromise wellness goals?
Trend signals
Trend signals for Low-Proof Libation
Trend score 3.8 out of 10, from popularity 43%, activity 64%, freshness 8%.
Popularity43%
Activity64%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Evidence
Examples of the Low-Proof Libation trend
4 featured examples from Nov 3, 2017 to Jan 8, 2018CategoryLifestyle
Herbal Low-Booze Cocktails
The Ghost of Cape Aperitif is a Low-ABV Drink at a Texas Music Venue
The food and beverage industry can capitalize on the trend of low-alcohol cocktails by developing innovative drink options that cater to health-conscious consumers.
CategoryLifestyle
Low-Alcohol Elderflower Cocktails
The Belcampo Spritz is a Low-Proof Cocktail at Belcampo in LA
The hospitality industry can capitalize on the low-alcohol cocktail trend by creating innovative menus that cater to health-conscious consumers and elevate the overall drinking ex…
CategoryLifestyle
Aperitif-Inspired Drink Menus
Sarasota's Lila Restaurant Offers Memorable Low-Alcohol Cocktails
The hospitality industry can capitalize on the trend of low-ABV cocktails by offering dedicated menus that cater to health-conscious consumers seeking unique drinking experiences.
CategoryLifestyle
Canned Spanish Cocktails
Tinto Amorío Targets Millennials with Cocktails in Multi-Pack Cartons
Brands are creating canned cocktails to provide millennials with a convenient and portable drinking experience.
