A THIRD OF UK DRINKERS CONSUMING LESS ALCOHOL THAN A YEAR AGO

Article by Alice Leader, Reporter, MA editorial

New research has revealed more people are drinking less alcohol than they did 12 months ago with Millennials spearheading the trend towards low and no-alcohol beverages.

The survey from premium soft drink, tonic and mixer brand Franklin & Sons and Launchpad Research also claims consumers are being more mindful about their alcohol consumption with the key reasons including going out less often (43%), trying to get fit (30%) and saving money (27%).

Franklin & Sons brand manager Rosie Crossman said: “We are definitely seeing a trend towards quality over quantity when it comes to the way people drink.

“Socialising means more to our consumers than a couple of pints down the pub, they demand Instagram-worthy serves, which aren’t packed full of artificial colours, flavours or sugar or high in calories.”

Ripe with opportunities

Out of the hundreds of under 35-year-olds that were surveyed, the research also showed British drinkers are swapping strong cocktails for low-ABV spirits or sophisticated soft drinks, and require the serves to have an ‘Instagrammable’ look, according to the study.

It showed that almost a third are swapping to these options over high-strength cocktails and a whopping 79% of consumers would opt for a non-alcoholic serve – drinking a fifth less than Generation X.

Irrespective of whether alcohol is involved or not, the study found 60% of Millennials want their drinks to look good for social media and 75% of 18 to 34-year-olds regularly post photos of their drinks.

This means that licensed venues should ensure that they are ripe with Instagram opportunities, by offering on-trend recipes and serving them in unconventional ways, to provide the ultimate social media moment.

What makes consumers share a photo of a drink/drinks on social media

Read more articles like this at Morning Advertiser...