Gen Z and Millennials expect more from alcohol-free beer
Attitudes to alcohol consumption are changing among adult-age Gen Z and Millennials, who are increasingly expecting more from the alcohol-free beer category, according to a new report.
Speaking yesterday at a presentation, titled Sip Happens: Mindful Tastes and revealing the report findings, Asahi UK’s Alex Boden said: “This is a huge commercial opportunity to go after. And we see that.”
Navigating a new path
The report identified how 72% of Millennials go for low- or no-alcohol drinks to “keep a clear head or avoid hangovers”. The data also showed that Gen Zs are 1.4 times more likely to shape their plans around the decision to not drink.
The details of the report uncovered that consumers felt that alcohol-free alternatives “need to feel like grown up choices, not compromises”.
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With Peroni Nastro Azzurro 0.0% launching two new flavours this month – Limone di Sicilia and Arancia Rossa – Asahi identified that the report offered insight into the opportunity for pubs, bars and retailers to answer these needs and highlighted how the recent launches chimed well with these findings.
All eyes on flavour
Boden explained how “flavour was a really important” factor and one that has a lot of appeal with this demographic.
Revealing more at the report presentation, Boden added: “I think it was around 89% of millennials would be open to drinking a no and low flavoured beer and 92% for Gen Z, which is even higher. So the opportunity there is really massive. Of course, that’s that’s really why we’re here today and that’s why we’re launching flavoured, non-alcoholic beer into the categories to really offer something different for those young consumers. To start to grow the category incrementally, and really increase that penetration.”
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