Category
Lifestyle
Assisted Choices
Trend cluster
Category
Moderation
Libation
Alcohol brands debut attractive low-alcohol options.
3.5
Trend score
Trend
What is the Moderation Libation trend?
Moderation Libation: Brands in the alcohol industry are debuting lower-alcohol drinks that offer the same drinking experience with less of a focus on achieving an altered state, and more on appreciating the flavor and quality of the offered products.
Insight
The consumer insight behind the Moderation Libation trend
Millennials in particular are consuming less alcohol than the generations that preceded them, for many reasons. This generation is more likely to value the social rituals associated with alcohol consumption more than the act of drinking itself, and they're more focused on professional and personal health goals. Thus, this demographic is more likely to be drawn to alcohol brands that focus on rituals like socialization and wellness.
Trend themes
Themes within the Moderation Libation trend
Three behaviours holding the trend together01
Low-Alcohol Alternatives
As consumers seek out healthier, more mindful lifestyles, brands in the alcohol industry are creating innovative, low-alcohol alternatives to traditional libations.
02
Increased Transparency
As consumers become more health-conscious, brands are using tools like nutrition labeling to create more transparency around their products.
03
Moderation Movements
As the younger generation begins to prioritize wellness over heavy drinking, brands are launching 'moderation movements' to support those seeking more balanced lifestyles.
Industry implications
What the Moderation Libation trend means for industry
Where the trend changes the playbookFor
Alcohol Industry
As the alcohol industry continues to grapple with changing consumer preferences, there is a massive opportunity for brands to create low-alcohol options that prioritize social rituals and healthy alternatives to traditional booze.
For
Hospitality Industry
As people focus more on health and wellness, the hospitality industry has an opportunity to pivot away from traditional, boozy nightlife and embrace more health-conscious offerings, such as low-alcohol beverages and wellness-focused social experiences.
For
Health & Wellness Industry
As low-alcohol alternatives gain in popularity, it expands the opportunity for the health and wellness industry to collaborate and co-brand their products with alcohol brands, potentially providing new revenue streams for both industries.
Workshop question
What is a common hesitation consumers have when it comes to engaging with your product or service? What's a viable compromise for this issue?
Trend signals
Trend signals for Moderation Libation
Trend score 3.5 out of 10, from popularity 52%, activity 44%, freshness 8%.
Popularity52%
Activity44%
Freshness8%
Audience
30%Men
70%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 Moderation Libation trend
4 featured examples from Aug 17, 2018 to Feb 5, 2019CategoryLifestyle
Low-Alcohol Drinking Initiatives
KEEL Vodka's 'Moderation Movement' Supports Balanced Lifestyles
The alcohol industry can capitalize on the trend of low-alcohol drinking by producing and marketing more low-alcohol beverage options such as light beer, hard seltzers, and low-al…
CategoryLifestyle
Refreshing Low-Alcohol Spirits
The 4.4% ABV Spirit 'Willow' Has Notes of Apple, Citrus & Tomato
The beverage industry can capitalize on the trend toward low-alcohol spirits, producing and marketing new products for consumers looking for flavorful, refreshing options with les…
CategoryLifestyle
Low-Alcohol Light Ciders
Wild Blossom Cider is an Elegant Alternative to Wine and Champagne
The beverage industry can capitalize on the rising demand for low-alcohol options and innovative flavors.
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.
