Pouring into the future: Key trends reshaping the drinks industry

The drinks market is seeing a major shift as consumer behaviours and cultural preferences redefine how alcohol brands engage with audiences. Gen Z's interest in low-alcohol options and Millennials’ craving for premium, experience-driven offerings reveal that traditional marketing methods may no longer be enough.

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Millennials, the largest consumers in the alcohol sector, prioritise experiences that allow them to escape daily routines. Music and travel top the list for escapism, and drinks brands have a unique opportunity to tap into this cultural trend.

“60% of Millennials are strongly connected to music, and nearly half engage with it daily to ‘escape reality.”

As alcohol brands transform into luxury lifestyle icons, Millennials lead the charge toward premium choices in beer, spirits, and wine. The trend of affordable indulgence has made premium alcohol brands a key part of Millennial lifestyles.

“Nearly 59% of Millennials frequently choose a luxury brand of beer, while 44% opt for high-end wine.”

Today’s consumers prefer moderating their alcohol intake, choosing low- or no-alcohol options rather than abstaining completely. Brands can harness this trend to redefine their product positioning and reach more mindful drinkers.

“71% of consumers who enjoy non-alcoholic spirits also consume alcoholic spirits, highlighting the shift to moderation over abstinence.”

Modern ambassadors go beyond celebrity endorsements, fostering communities that resonate deeply with consumers. Through authentic storytelling, engaging social content, and real-life events, ambassadors help build loyal followings that drive both brand loyalty and sales.

Download the full whitepaper here, to see how culturally-driven strategies are reshaping the industry and how brands can stay ahead.

If anything you've read here piques your interest, we'd love to hear from you at hello@poppins.agency