# Low-Alcohol Drinking Initiatives KEEL Vodka's 'Moderation Movement' Supports Balanced Lifestyles By Laura McQuarrie | Published 2019-01-29 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/low-alcohol-drinking References: [prnewswire](https://www.prnewswire.com/news-releases/small-rhode-island-vodka-company-starts-the-moderation-movement-300785934.html) & [keelvodka](http://www.keelvodka.com) Many consumers are consciously partaking in [low-alcohol drinking](https://www.trendhunter.com/trends/berry-bros-rudd-barrelaged-aperitivo) and to support those who are looking to lead more balanced lifestyles, [KEEL](https://www.trendhunter.com/trends/resolve-beer) Vodka is launching its 'Moderation Movement.' KEEL Vodka sets itself apart as a first-of-its-kind premium light vodka spirit with 23.8% ABV, zero sugar, zero carbs and just 58 calories per serving. Additionally, KEEL Vodka was the first spirits brand to feature a nutrition label on its bottle to better inform consumers of what they are drinking—and some other alcohol brands are now beginning to follow in KEEL Vodka's footsteps in a move to increase transparency. Knowing that Millennials are intentionally consuming less alcohol, KEEL Vodka is inviting consumers to join the Moderation Movement and share how they #staybalanced with the brand on social media. ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 79% | Activity: 94% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Key Themes Behind This Trend - **Low-alcohol Drinking:** The trend of low-alcohol drinking is on the rise as consumers look to lead more balanced lifestyles, creating opportunities for more low-alcohol beverage options. - **Transparent Labeling:** With KEEL Vodka being the first spirits brand to feature a nutrition label, and others following suit, there is an opportunity for more transparency in labeling across the beverage industry. - **Moderation Movement:** KEEL Vodka's 'Moderation Movement' showcases a growing trend of consumers seeking balance and moderation in their drinking habits, providing an opportunity for brands to align with this movement and cater to this market segment. ### Where This Applies - **Alcohol:** 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-alcohol wines. - **Food and Beverage:** The food and beverage industry can take advantage of the trend toward healthy lifestyles by offering more low-calorie, low-sugar options and promoting moderation in consumption of certain products. - **Marketing:** Marketers can capitalize on the 'Moderation Movement' by aligning their brands with this growing trend and promoting balance and moderation in their messaging. ## Related on Trend Hunter - [Culinary-Inspired Vodka Sodas](https://www.trendhunter.com/trends/vaqit.md) - [Low-ABV Light Tequilas](https://www.trendhunter.com/trends/light-tequila.md) - [Varied ABV Vodka Sodas](https://www.trendhunter.com/trends/gradient-beverages.md) - [Moderated Drinking Campaigns](https://www.trendhunter.com/trends/gordons-mix-it-up.md) - [Zero-Sugar Vodka-Based Seltzers](https://www.trendhunter.com/trends/global-brands.md) - [Alcohol Alternative Campaigns](https://www.trendhunter.com/trends/free-af.md) - [Low-ABV Spirits Campaigns](https://www.trendhunter.com/trends/defy-january.md) - [Premium Light Spirit Drinks](https://www.trendhunter.com/trends/light-spirit-drinks.md) - [Low-Calorie RTD Vodka Cocktails](https://www.trendhunter.com/trends/vodka-refreshers.md)