Low-alcohol cocktails allow consumers to indulge more responsibly
Trend - 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 - 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.
Insight - 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.
Workshop Question - How can your product offering cater to the desire for indulgences that won't compromise wellness goals?
Trend Themes
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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.
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Ready-to-drink Cocktails in Cans — Brands are offering Millennial consumers easy-to-carry, premium, natural, and low-calorie canned cocktails.
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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
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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.
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Packaging — Innovation in packaging will support trends towards easily carried and recyclable canned cocktail options.
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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.
