The post-Covid era has this new generation focused on health, wellness and social responsibility, driving a trend towards conscious cocktailing and shattering the notion that cocktails can be just as good with alcohol-free spirits.
According to research from IWSR, 48% of U.S. alcohol drinkers say they consider a company’s sustainability or environmental initiatives before purchasing alcohol, with 73% of Gen Z saying they are willing to spend more for a sustainable product. Given the amounts of water, grain and energy needed to produce alcoholic beverages, consumers are seeking out brands that are working to reduce their overall carbon footprint. In addition to reducing the impact of packaging and production processes, brands are increasingly examining the impact of their raw ingredients and finding ways to recycle waste created from their products.
Hold the booze! Gen Z has been given the unique distinction of being “the least alcohol consuming generation in history”, leading a trend towards moderation as part of a broad-based interest in health and wellness — as well as fears of social media surveillance. Manufacturers are taking heed, as the race to introduce new, lower alcohol content products is heating up, and on-premise venues also gear up to serve drinks that will appeal to those who are limiting or omitting alcohol. “Better-for-you” alcoholic alternatives have already seen a 20.1% increase in sales from 2021 to 2022, while low and no-alcohol offerings saw a 6% increase in that same time period. Increased investment by industry players is expected to push this market further outward.
COOLER THAN A CUCUMBER
A ROSE BY ANY OTHER NAME
YUZU HIGHBALL SPRITZ