Brands are discovering new ways to connect with health-conscious consumers who want to make healthful choices but still have a relaxing drink.
With a juggernaut of change impacting virtually every aspect of consumers’ lives and livelihoods, it’s little wonder so many brands have been forced into making gut-wrenching decisions. Do you pivot or persevere when nothing goes to plan and forces are entirely out of your control?
The pandemic continues to accelerate a mix of well-known consumer trends, and one among these is reduced alcohol consumption. Despite widespread reports of increased alcohol sales over lockdown, recent surveys indicate that younger generations consume less alcohol than their elders did at their age, with today’s youngsters significantly more likely to teetotal altogether. In Bacardi’s Brand Ambassadors Survey of last year, it revealed that globally consumers are drinking 20% less alcohol. In fact, the spirits giant predicts a 400% growth in the no- and low-alcohol category in the next four years.