Aperitifs, or the refreshing alcoholic liquors that are meant to be enjoyed before meals are being reinvented, especially with a focus of serving Millennials, their consumption habits and values. Tapping into the growth of low-ABV drinking culture, many brands are releasing completely non-alcoholic aperitifs, as well as low-alcohol options that can be enjoyed as an alternative to popular wines and spirits like rosé or whiskey.
Aiming to please the Millennial palate, brands are experimenting with new aperitifs with everything from bittersweet flavors and CBD-infused recipes to formulas that are not just low in alcohol but sugar too.
As increased interest in low- and no-alcohol products indicates that health-conscious Millennials are abandoning binge-drinking culture, brands are instead helping to reshape drinking rituals by providing flavorful and functional drinking experiences.
- Gen Z
- Gen Alpha
- Gen X
- Millennial (primary audience)
