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Martini reveals generational drinking shift

New research by Bacardi-owned Martini has revealed record numbers of young adults are switching to low-and-no.

The survey results revealed changing drinking habits of US- and UK-based consumers

The research points towards ‘generation moderation’, according to Martini, while revealing insights into changing drinking habits across the US and UK.

More than half (53%) are looking to reduce their alcohol intake, according to the results, and while consumers are not necessarily ‘ditching’ alcohol, they are switching wines, beers and spirits for beverages from the low-and-no category.

Camille Vidal, Bacardi no-and-low consultant and founder of La Maison Wellness, said: “Post pandemic, we’re seeing a real shift in younger consumers [leaning] towards a ‘damp’ lifestyle as people increasingly want to maximise their free time and feel healthier – both mentally and physically.”

Just under 50% of UK-based Gen Z and Millennials were found to be more likely ‘blenders’ who switch between low-and-no drinks and full-strength alcohol.

There was also an indication of ‘sober curiosity’ within the two demographics, as 49% surveyed were found to be curious about cocktails with non-alcoholic spirits, and the Spritz as a longer and lighter drink.

Vidal added: “The Spritz has been so popular because it’s an inclusive drink – it’s super Instagrammable and you don’t feel like you’re missing out on having a nice cocktail. Switching to moderation is all about keeping the rituals of drinking but updating the recipe so you’re taking the time to enjoy a beautifully made drink on a summer evening, but it doesn’t have to be high in alcohol.”

In the US, three-quarters (75%) of those surveyed said any change they made to their alcohol consumption in January would continue in February, according to Martini.

Meanwhile, 57% of US respondents said they wanted to reduce their alcohol intake, 38% to save money, and 26% to improve mood.

In February, research by CGA by Nielsen IQ found that 30% of Mexican consumers participated in Dry January, with the majority of those continuing to visit the on-trade.

Grab a copy of the March 2023 issue of The Spirits Business magazine to read our interview with Dusk founder Sophie Abrahamovitch about how spirits brands can tap into the ‘elusive’ Gen Z market.

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