Healthy lifestyles have long been present within the food industry and this is now filtering down into the alcoholic beverage sector – the world of health and wellness and the sober-curious is going to be a key focus area for a lot of brewers. Consumers are trying to reduce their alcohol intake, and although they’re not going tee-total, they are moderating or altering the way they drink. Brewers only launching traditional beers are missing out on a huge proportion of the market who are cutting their alcohol intake and curbing their ‘unhealthy’ lifestyles.
Within the spirits industry, alcohol free is also starting to grow with many brands focusing on the “social” aspect of drinking; driving the ‘experience’ more than anything else. Craft and story-telling around this can help promote a premium. Investment in export, if structure allows, can open up new gateways; whilst a lot of styles are tried and tested within Europe there is a demand for them in developing markets. This can be a two-way process where further exploration of drinking styles can be bought to the UK or Europe much in the way food trends filter their way down.
People are increasingly concerned about the world, healthy living and being active. Awareness grown with regards to physical and mental wellness and a desire to have social gatherings less focused on drinking to get drunk. They want to get a good night sleep, maintain good mental well-being and stay in shape but they love beer. They love the taste, the social vibes you enjoy with friends and a beer and now we can enjoy low % beer, that's tastes great and is also lower in calories than most.
We are drawn to experiences and are an "only live once" generation who do not want to miss out on shared experiences. So say yes, enjoy life's experiences and share them with friends and a low % beer that tastes delicious - because now you can!