Mindful drinking is a growing trend with the proportion of adults who say they drink at its lowest level according to The Office for National Statistics (2017) and a record 21% of adults saying they don’t drink at all. Consumers are demanding multi-sensory experiences from their drinks and more than ever are looking for something distinctive and memorable. And alcohol free.
Consumers are taking greater control of their drinking habits as they are becoming increasingly aware of how their minds and bodies are affected by alcohol, making conscious decisions over what they feel is right for them. Mindful drinking doesn’t follow any specific rules, some people may choose to reduce their overall alcohol intake, or set boundaries around consumption, whereas others may stop drinking for a period of time or become sober for good.
More Young People, Tee-Total
Young people are driving the trend to drink mindfully. Between 2005 and 2013 the number of under 25s deciding to go tee-total jumped by a massive 40%. According to a study published in the journal ‘BNC Public Health’ in October 2018, 29% of British 18-24 year olds are shunning alcohol, compared to just 18% in 2005.
Brands for Abstainers
Drinks companies are already expanding their offerings to cater for those looking for non-alcoholic and low alcohol drinks options. Brewdog’s Nanny State, Estrella Damm Free and Big Drop’s Chocolate Stout all offer the taste of booze but without the hangover, while Seedlip has even developed the world’s first distilled non-alcoholic spirits.
The Unstoppable Rise of Low and No-Alcohol
The low and no-alcohol market is booming with massive growth expected in the coming years as bars, restaurants and retailers increasingly cater for this rapidly growing market. ‘Grand View Research’ stated: the global non-alcoholic beverage market size was valued at $967 billion USD in 2016. The market is anticipated to grow at an estimated CAGR* of 5.8% from 2017 to 2025. (*CAGR or Compound Annual Growth Rate. This is a useful measure of growth over time. It’s the mean annual growth rate of an investment over a specified period of time longer than one year.)
How to Appeal to Non-Drinkers
Be inventive with Mocktails! Sphered Mocktails are an interesting innovation and one to consider. Suspended inside a partially frozen drained ice sphere, they are then cracked table-side and left to morph into your customers’ drinks into something truly special; keeping drinks cold and serving up memorable moments at your bar. Transform your drink offerings and make them the centre of attention of your bar, daring to be different and creative and making the moments your customers will talk about and share with their social network.
What to Drink Instead of Alcohol?
Simpsons have an extensive range of options available to ensure your brand can offer interesting and exciting none and low alcohol alternatives to your customers. From quality craft sodas, vintage style sarsaparillas, classic juices or cocktail mixers to create the ultimate in non-alcoholic mocktails. Or if you’re brand wants to develop its bespoke range we have a wealth of experience in developing new & inventive drink ranges for world renowned drink brands. Get in touch we’d be delighted to discuss your soft drink project with you.
For the latest industry trends check out our 2019 Drinks Trends Report -