Article by Alice Leader, Reporter, MA editorial

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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

Reasons

18-24’s

The way it looks served

58.7%

To show off

18.3%

If I’ve found something new/amazing I want to share with friends

27.0%

To record a good time/ a memory

48.4%

If I’ve found something I didn’t like

3.2%

An ‘over the top serving’/ dressing of the drink

8.7%

To show an event/celebration e.g. Friday

23.0%

 

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