Low-alcohol cocktails allow consumers to indulge more responsibly
Trend - Bartenders and mixologists are being tasked with creating low-alcohol cocktail menus using unconventional ingredients that provide a new drinking experience while still supporting the indulgence of fine dining.
Insight - Brands are recognizing that many consumers, particularly those in the Millennial and Gen Z demographic, are engaging in alcohol consumption in new ways due to their commitment to a healthier lifestyle. These offerings allow health-conscious consumers to indulge in the consumption of a cocktail and the social experience that often accompanies it, while still feeling confident about achieving their health goals.
Insight - Brands are recognizing that many consumers, particularly those in the Millennial and Gen Z demographic, are engaging in alcohol consumption in new ways due to their commitment to a healthier lifestyle. These offerings allow health-conscious consumers to indulge in the consumption of a cocktail and the social experience that often accompanies it, while still feeling confident about achieving their health goals.
Workshop Question - How can your product offering cater to the desire for indulgences that won't compromise wellness goals?
Trend Themes
1. Low-alcohol Cocktail Menus - Bars and restaurants are creating unconventional low-alcohol menus that provide a new drinking experience while still maintaining the fine dining indulgence.
2. Ready-to-drink Cocktails in Cans - Brands are offering Millennial consumers easy-to-carry, premium, natural, and low-calorie canned cocktails.
3. Dedicated Low-abv Cocktail Menus - Bars and restaurants are adding low-proof cocktail menus that preserve the familiar experience with well-thought-out, delicious, and complex drinks.
Industry Implications
1. Food and Beverage - Businesses in this industry can innovate by creating more low-alcohol beverage options with natural ingredients, recyclable packaging, and flavor-driven drinking experiences that offer healthier balance and compromise.
2. Packaging - Innovation in packaging will support trends towards easily carried and recyclable canned cocktail options.
3. Entertainment and Hospitality - Businesses operating in the hospitality industry can gain a competitive edge by offering their customers unique and creative low-alcohol cocktail menus made from low-proof aperitifs, vermouths, and liqueurs.
