Bacardi-owned Martini has conducted research showing a rise in young adults switching to low-and-no alcohol drinks.

 

Bacardi-owned Martini has conducted research showing a rise in young adults switching to low-and-no alcohol drinks.    More than half of respondents (53%) are looking to reduce their alcohol intake, according to the Martini research. The research suggests younger consumers are leaning towards a ‘damp’ lifestyle, focusing on maximizing free time and feeling healthier. Just under 50% of U.K.-based Gen Z and Millennials were found to switch between low-and-no drinks and full-strength alcohol. There is also evidence of ‘sober curiosity’ with many curious about NA cocktails and the Spritz as a lighter drink. In the U.S., 75% of respondents who changed their drinking habits in January planned to continue in February, and 57% wanted to reduce their alcohol intake. The Martini research indicates an overall trend towards moderation and healthier lifestyles among young drinkers in the U.S. and the U.K.