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What the numbers say: Wine and spirits lost favor with younger consumers in 2022, with -2.5% and -7.6% changes in sales to Gen Zers, according to data from the research firm IRI. Meanwhile, sales of non-alcoholic beverages were up 11.3% with the same demographic. Relevance: These numbers echo Bacardi-owned Martini’s findings that young adults are increasingly likely to opt for low- or no-alcohol alternatives. This shift comes as mindful and lower-volume alcohol consumption is gaining favor with both Gen Z and Millennials. Brands that should care: Throughout the spirits industry, brands are already well aware that this shift is happening and trying to serve demands accordingly. Pernod Ricard’s no-alcohol Seagram’s 0.0% and Heineken’s Ant-Man ad promoting its non-alcoholic beer are just two examples. We're testing new content formats in Inside.com newsletters. Do you want to see more coverage like this? Respond to this email and let us know. |
