Between Drinks
Generational influence
Although Macmillan Cancer Support, a UK-based cancer charity, is credited with starting Sober October in 2014, it can be said that the Sober October challenge became mainstream in the United States in 2019 when Joe Rogan announced he was taking up the challenge on his The Joe Rogan Experience podcast, inviting millions of listeners to join in the challenge.
Today, in the United States, where the Sober October movement and its companion Dry January are commonplace, recent analysis from IWSR points to millennials as a key demographic driving growth in the non-alcohol market.
In its Aug. 29 insight, titled “Millennials drive no-alcohol gains in the US,” IWSR analysis highlights that millennials are consuming non-alcohol products with greater frequency than other age cohorts and displaying a keenness in exploring the category through trial.
According to the latest data from IWSR Bevtrac, consumer research shows that 13% of U.S. drinkers said they consumed both full-strength and non-alcohol products in April 2024, up from 7% a year earlier. Among millennials, the participation rate was 22% — exceeding Gen Z (15%) and Gen X (11%), IWSR states.
(Image courtesy of Aplós)
“The no-alcohol category as a whole is gaining popularity amongst drinkers in the U.S., with participation rates doubling since April 2023 — and much of this increase is being driven by millennials,” said Nastya Timofeeva, senior insights manager for Bevtrac at IWSR, in a statement. “Greater product availability, especially in retail, has boosted momentum of the no-alcohol category in general — no-alcohol volumes grew 20% in 2023, with a forecast volume CAGR of plus 17%, 2023-28.”
The dominance of millennials in driving increased non-alcohol consumption continues to grow, according to IWSR consumer data.
For instance, in April 2023, 45% of non-alcohol beer consumers in the United States were millennials — by April 2024, that figure had risen to 61% — far ahead of Gen X at 22% and legal aged Gen Z at only 7%, IWSR notes. Similar participation rates are reported for non-alcohol spirits (66% of consumers are millennials) and non-alcohol wine (59%), it states.
Among key reasons that millennials are the age cohort boosting the non-alcohol segment — more occasions to socialize.
Millennials in the United States are the age cohort that currently displays the most significant positive shifts in their financial sentiment, according to IWSR. As a result, they say that they are going out and socializing more — both factors that help to drive increased consumption and exploration of the non-alcohol category, as well as the broader alcohol market, it states.
“Millennials also skew to heavier usage of beverage alcohol in general, when compared to the overall drinker population in the U.S., and are the only cohort with a wider repertoire in 2024 versus 2023,” Timofeeva added. “So, when they do moderate their alcohol consumption, they are doing so from a high level. The fact that millennial no-alcohol buyers are more likely to be frequent alcohol consumers highlights an overlap between no-alcohol and full-strength alcohol consumers.”
Millennials also over-index in terms of their participation in a number of full-strength categories in the United States, including total spirits, whisky, RTDs, rum, brandy/Cognac and Champagne.
“Almost half of millennial no-alcohol consumers are classed as ‘substituters’— in other words, those who drink no-alcohol products on some occasions, and full-strength on others — and they are also disproportionately frequent no-alcohol consumers, accounting for 51% of ‘frequent’ no-alcohol consumers in the U.S., and 47% of ‘consistent’ consumers,” according to IWSR.
Moreover, millennials are highly curious about the non-alcohol category and open to trial new products across the non-alcohol spectrum — and this willingness to experiment is likely to drive further category growth, IWSR states.
Furthermore, millennials are more likely than other groups to continue looking for non-alcohol brands that reflect their lifestyles and that can be used, for example, to create mocktails. Meanwhile, some 31% of millennial consumers abstain from beverage alcohol for a month or more due to lifestyle reasons, compared to 21% of the entire drinker population in the United States, according to IWSR consumer data.
As the non-alcohol category matures, it looks like millennials will play a key role in that future.
Voo-dew season is here
For the sixth year in a row, Mountain Dew released an all-new mystery flavor of MTN DEW VOO-DEW. Fans, adventurers and ghosts alike now can DO THE DEW and run to their local stores to discover the limited-edition flavor and take their best guess at uncovering the mystery, the company says. This year’s MTN DEW VOO-DEW and MTN DEW VOO-DEW Zero Sugar are available on shelves nationwide in 20-ounce bottles and 12-packs of 12-ounce bottles. For the first time ever, consumers also can enjoy the MTN DEW VOO-DEW mystery flavor in a frozen format when visiting Circle K locations nationwide, the company notes. Mountain Dew has exclusively partnered with Circle K to introduce a Froster version of MTN DEW VOO-DEW — an extra special treat for fans to indulge in throughout the Halloween season, it says. Along with the exclusive new offering at Circle K, consumers can purchase a color-changing collectible MTN DEW VOO-DEW Froster cup for $7.99, which includes their first fill for free. The cup also comes with a glow in the dark lid and a hybrid straw and shoe charm.
‘Don’t Churro Alone’
Baileys unveiled its Don’t Churro Solo campaign with the launch of Baileys Cinnamon Churros Irish Cream Liqueur — a blend of smooth Irish Cream, Irish Whisky, savory cinnamon and warm vanilla notes, the company says. The Don't Churro Solo campaign calls for good times with those closest to you. The bold creative campaign aims to inspire adults to celebrate together this fall with mobile out-of-home featured on trains and buses across New York City, Los Angeles, Houston, Chicago and Miami. Baileys Cinnamon Churros Irish Cream Liqueur also will bring a private “Don't Churro Solo” celebration to Miami this fall featuring a vibrant, immersive train experience that offers a new way to sip this popular treat as guests hop aboard the adventure to enjoy signature cocktails, special music performances, and unique food pairings during the ride. “We’re always seeking new ways to satisfy the diverse palate of our customers, and we couldn’t be more excited to introduce Baileys Cinnamon Churros Irish Cream Liqueur,” said Whitney Mullen, director of Baileys & Liqueurs at Diageo North America, in a statement. “Inspired by the delicious treat that everyone knows and loves, this limited-time offering will bring a familiar flavor to people in a new way that's as fun to sip as it is to share.”
Coffee and cars for our veterans
Joey Kramer’s Rockin’ & Roastin’ Coffee, a certified organic coffee company founded by the legendary drummer of Aerosmith, has teamed up with 3 Demons Performance (3DP), a motorsport team gaining recognition for its philanthropic initiatives, to support the brave men and women who have served in the U.S. armed forces. “I love coffee. And I love how coffee has a way of bringing people together and helps to inspire meaningful connections,” Kramer said in a statement. “In partnering with 3DP, we are bringing people together, connecting them in support of those who have given so much for our country.” The collaboration will debut with a series of high-profile events, including exclusive drag race exhibitions where consumers can experience the thrill of 3DP’s performance cars firsthand. In addition, attendees will have the unique opportunity to sample Rockin’ & Roastin’ Coffee’s organic, mountain-grown, single-origin coffee at dedicated coffee-tasting stations. These events are designed not just for entertainment but to serve a higher purpose — raising awareness and critical funds for veterans’ causes, the companies say.
Did you know?
The sober curious movement is growing, and spirit-free drink options have gone from a once-a-year trend to a year-round necessity for most restaurants.
According to Global Market Insights, the non-alcohol beverage industry is expected to grow to $30 billion by 2025, and restaurants are buying these products to meet the demands of the spirit-free consumer.
Sober-curious movement’s impact on restaurants:
- Better products in the market: With better non-alcohol spirits and wines available, bartenders are putting more time and creativity into their offerings.
- Increasing the bottom line: Non-alcohol drinks are being crafted with the same care and number of ingredients as a traditional cocktail, which means restaurants can charge similar prices for both.
- Driving new drink trends: Some consumers are simply switching to lower alcohol-by-volume cocktails, which has given rise to the popularity of the spritz, particularly the Aperol spritz, on bar menus.
81% of Americans are dining out once a month or more, with 39% dining out once a week or more.