# Moderated Drinking Campaigns Gordons' Mix It Up Normalizes Choices Like Gordon’s Pink 0.0% By Laura McQuarrie | Published 2024-10-28 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/gordons-mix-it-up References: [fabnews.live](https://fabnews.live/gordons-premium-pink-launches-new-mix-it-up-moderation-campaign/)  Gordons' Mix It Up campaign follows a group of friends for an evening and shows how they choose to pace their night with [Gordon’s](https://www.trendhunter.com/trends/gordons-premium-pink-00) [Pink](https://www.trendhunter.com/trends/nontraditional-engagement-ring) and Gordon’s Pink 0.0%. With the campaign, the brand emphasizes that moderation doesn't mean a binary decision between alcohol or an alcohol-free alternative, and that it can also mean switching between the two. Drinkers' preferences are shifting towards more balanced lifestyles, as they seek to enjoy both evenings and mornings without compromise. As such, they're embracing lower-alcohol and no-alcohol products, and campaigns like Mix It Up celebrate moderation during social occasions. At the center of Gordons' Mix It Up campaign are options like Gordon’s Pink 0.0%, available by the can or bottle to offer an alcohol-free alternative to go-to choices like Gordon's and tonic. ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 60% | Activity: 58% | Freshness: 30% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Moderated Drinking:** Consumers are increasingly embracing balance in their drinking habits, seeking both alcoholic and non-alcoholic options within social settings. - **Alcohol-free Alternatives:** The rise of options like Gordon’s Pink 0.0% reflects a growing preference for non-alcoholic beverages that do not sacrifice flavor or experience. - **Hybrid Beverage Consumption:** Switching between alcoholic and non-alcoholic drinks within a single social gathering highlights a new norm in beverage consumption patterns. ### Who This Affects Most - **Beverage Industry:** The introduction of alcohol-free yet flavorful options like Gordon’s Pink 0.0% is disrupting traditional beverage categories and meeting diverse consumer preferences. - **Marketing and Advertising:** Campaigns emphasizing moderation and balanced lifestyles, such as Gordon's Mix It Up, are leading innovative approaches in consumer engagement and brand messaging. - **Health and Wellness:** The trend towards lower-alcohol and alcohol-free beverages aligns with the broader consumer move towards healthier lifestyle choices. ## Related on Trend Hunter - [Alcohol Alternative Campaigns](https://www.trendhunter.com/trends/free-af.md) - [Moderate Drinking Campaigns](https://www.trendhunter.com/trends/the-magic-of-moderate-drinking.md) - [Pinkish Non-Alcoholic Spirits](https://www.trendhunter.com/trends/gordons-premium-pink-00.md) - [At-Home Cocktail Campaigns](https://www.trendhunter.com/trends/many-evenings-in.md) - [Alcohol-Free Beverage Campaigns](https://www.trendhunter.com/trends/00-reasons-needed.md) - [Low-ABV Spirits Campaigns](https://www.trendhunter.com/trends/defy-january.md) - [Alcohol-Free Celebration Campaigns](https://www.trendhunter.com/trends/cheers-with-no-alcohol.md) - [Alcohol-Free Gin Expressions](https://www.trendhunter.com/trends/alcoholfree-gin.md) - [Curated Alcohol-Free Alternatives](https://www.trendhunter.com/trends/house-of-00.md)