Alcohol brands are increasingly offering low-alcohol aperitifs
Trend - Brands in the alcohol industry are increasingly with low-ABV products, and this is now extending to traditional aperitif beverages. These low-alcohol beverages are meant to appeal most to Millennial and Gen Z consumers.
Insight - Young Millennials and older Gen Z consumers are more likely to enjoy beverages for their flavors rather than their high alcohol content, and these demographics have been found to consume less alcohol in general than their predecessors. Thus, brands in the alcohol industry must focus more on flavor and product experience to best appeal to these generations.
Insight - Young Millennials and older Gen Z consumers are more likely to enjoy beverages for their flavors rather than their high alcohol content, and these demographics have been found to consume less alcohol in general than their predecessors. Thus, brands in the alcohol industry must focus more on flavor and product experience to best appeal to these generations.
Workshop Question - How is your brand altering its products and branding to appeal to younger demographics?
Trend Themes
1. Low-abv Beverages - Alcohol brands are offering low-alcohol options, such as aperitifs, to appeal to younger, health-conscious consumers.
2. Alcohol-free and Adaptogen Aperitifs - Non-alcoholic and adaptogen-packed aperitifs, such as Katy Perry's De Soi, are on the rise, providing a buzz-free alternative to traditional aperitifs.
3. Lightweight and Low-calorie Beers - Lightweight and low-calorie beers, such as Firestone's Mind Haze Light, are increasingly popular among consumers who prioritize health-consciousness and sessionability.
Industry Implications
1. Alcohol Industry - The alcohol industry needs to prioritize flavor and product experience to appeal to younger, health-conscious consumers who prioritize low-ABV beverages.
2. Non-alcoholic Beverages - Non-alcoholic beverages, such as adaptogen-packed aperitifs, are disrupting the alcohol industry by offering buzz-free alternatives with purported health benefits.
3. Beer Industry - The rise of lightweight and low-calorie beers is disrupting the beer industry and appealing to consumers who prioritize health-consciousness and sessionability.
