Irish Alcohol Consumption is Declining — Non-Alcoholic Drink Sales Rise
Millennials and Gen Z Irish are thirsty for non-alcoholic drinks.
Known as the land of whiskey and pints, Ireland has seen a 30% decline in alcohol consumption over the past 20 years. This stat isn't exclusive to the island nation, as a global focus on health has triggered a shift in drinking habits.
Young consumers are thinking about the morning after more than any previous generation. Two-day hangovers have triggered a rebellion against the 'binge and repeat' lifestyle championed by marketers and beverage brands for decades.
“And the proof is in the sales numbers: Global non-alcoholic drink sales are expected to rise 25% by 2028.”
The trend has triggered a response by beverage brands, as more zero-alcohol options flood the market. Consumers love their hangover-proof options.
Beverage brands must consider what this healthier future has in store. It will decide their fate.
The Battle for Non-Alcoholic Drink Supremacy
Alcohol brands have long prized the 40-and-under crowd. This demographic has more time and disposable income to spend on fun than others.
“But unlike the generations prior, the buying habits of Gen Zs and Millennials are shaped by health factors. ”
This driving force has bled into the entire B2C world with brands like Lululemon, Apple, and Nike making health the focus of their marketing efforts. Pressuring alcohol brands to provide more non-alcoholic options.
But how can beverage brands win over the wallets of health-conscious consumers?
The answer is online. Social media influences how young spenders choose what to drink more than anything else.
It's Not a Non-Alcoholic Drink… It's a Healthy Lifestyle
Here is the thing: even if you're an alcohol brand, you can still capitalize on this trend. We don't see alcohol phasing out anytime soon, but customers are growing more concerned about health and transparency than they ever have before!
Here are our recommendations on how you can still market to health-conscious buyers:
Highlight the craftsmanship, quality ingredients, and traditional processes involved in producing alcoholic beverages. This can appeal to consumers who prioritize authenticity and premium products.
Provide clear information about the ingredients and production methods of alcoholic beverages. Educate consumers about responsible drinking practices and the potential risks of excessive alcohol consumption.
Develop and promote low-alcohol or alcohol-free alternatives to traditional drinks. Market these options as suitable for health-conscious individuals looking to reduce their alcohol intake without sacrificing flavor or social enjoyment.
The best way to connect with these customers and share your message is on social media!
Instagram, TikTok, YouTube, Facebook, Snap… show your non-alcoholic (or alcoholic) drinks EVERYWHERE.
But make no mistake: the recipe for success isn't linear. It requires patience and an ability to market a lifestyle… not a drink.
The Future of Beverage Marketing
Gone are the days of drinkers hitting the liquor stores and seeing what catches their eye. Many consumers have decided beforehand what they'll drink… and social media almost always influences their decision.
So beverage brands with non-alcoholic drinks must understand: Your social media is your livelihood. Stop relying on outdated ways of marketing your product.
Do NOT hand it off to your niece who's 'unsure of their career path and wants to try something new.'
You need to OBSESS over your social media marketing before any other marketing channel.
And that's exactly what we do for countless beverage brands. Let's chat about how we can grow your beverage brand on social.
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You know a brand is doing social media right when people outside the target market engage with the content. Engagement on social media can give insight into how well the brand is doing with creating community and excitement around their product.