# Moderation Libation Alcohol brands debut attractive low-alcohol options. By [Courtney Scharf](https://www.trendhunter.com/Courtney), Chief Client Officer | Published Feb 27, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/moderation-libation ## Key Figures - Trend score: 3.5/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Aug 17, 2018 to Feb 5, 2019 - Published: Feb 27, 2019 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Moderation Libation trend ### 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. ### Increased Transparency As consumers become more health-conscious, brands are using tools like nutrition labeling to create more transparency around their products. ### 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. ## What the Moderation Libation trend means for industry ### For 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 for Moderation Libation Trend score 3.5 out of 10, from popularity 52%, activity 44%, freshness 8%. - Popularity: 52% - Activity: 44% - Freshness: 8% ## Examples of the Moderation Libation trend 4 featured examples from Aug 17, 2018 to Feb 5, 2019. - [Low-Alcohol Drinking Initiatives](https://www.trendhunter.com/trends/low-alcohol-drinking): KEEL Vodka's 'Moderation Movement' Supports Balanced Lifestyles (Category: Lifestyle) Implication: 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… - [Refreshing Low-Alcohol Spirits](https://www.trendhunter.com/trends/low-alcohol-spirit): The 4.4% ABV Spirit 'Willow' Has Notes of Apple, Citrus & Tomato (Category: Lifestyle) Implication: 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… - [Low-Alcohol Light Ciders](https://www.trendhunter.com/trends/light-cider): Wild Blossom Cider is an Elegant Alternative to Wine and Champagne (Category: Lifestyle) Implication: The beverage industry can capitalize on the rising demand for low-alcohol options and innovative flavors. - [British Low-Alcohol Beers](https://www.trendhunter.com/trends/old-speckled-hen): The Morland & Co Brewery Old Speckled Hen Low Alcohol is Robust (Category: Lifestyle) Implication: 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. ## 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)