# Low-Proof Libation Low-alcohol cocktails allow consumers to indulge more responsibly. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Jan 7, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/lowproof-libation ## Key Figures - Trend score: 3.8/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Nov 3, 2017 to Jan 8, 2018 - Published: Jan 7, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Low-Proof Libation trend ### 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. ### Ready-to-drink cocktails in cans Brands are offering Millennial consumers easy-to-carry, premium, natural, and low-calorie canned cocktails. ### 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. ## What the Low-Proof Libation trend means for industry ### For 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 for Low-Proof Libation Trend score 3.8 out of 10, from popularity 43%, activity 64%, freshness 8%. - Popularity: 43% - Activity: 64% - Freshness: 8% ## Examples of the Low-Proof Libation trend 4 featured examples from Nov 3, 2017 to Jan 8, 2018. - [Herbal Low-Booze Cocktails](https://www.trendhunter.com/trends/lowbooze-cocktail): The Ghost of Cape Aperitif is a Low-ABV Drink at a Texas Music Venue (Category: Lifestyle) Implication: 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. - [Low-Alcohol Elderflower Cocktails](https://www.trendhunter.com/trends/belcampo-spritz): The Belcampo Spritz is a Low-Proof Cocktail at Belcampo in LA (Category: Lifestyle) Implication: 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… - [Aperitif-Inspired Drink Menus](https://www.trendhunter.com/trends/lowalcohol-cocktails): Sarasota's Lila Restaurant Offers Memorable Low-Alcohol Cocktails (Category: Lifestyle) Implication: 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. - [Canned Spanish Cocktails](https://www.trendhunter.com/trends/tinto-amorio): Tinto Amorío Targets Millennials with Cocktails in Multi-Pack Cartons (Category: Lifestyle) Implication: Brands are creating canned cocktails to provide millennials with a convenient and portable drinking experience. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)