Industry Insights: Top Trends in Alcoholic Beverages 2025

This report looks at the key trends that will define the alcoholic beverages sector in 2025: effectively marketing low/no alcohol, capitalizing on ecommerce, marketing premium products effectively, coaxing consumers out, affordable sustainability.

The cost of living crisis and growing wealth inequality mean premiumization is a profitable trend for specific alcoholic beverage categories (including wines and spirits). Specific marketing narratives (such as emphasizing the mental health benefits of going out and destigmatizing the consumption of no/low alcohol) should be deployed when encouraging Gen Z to buy more on-premise.

Scope

• Companies should tailor marketing to remove stigmas around drinking no/low alcoholic beverages.
• Premium brands should target high income consumers and emphasize a product's links to specific regions/cultures to reinforce a sense of authenticity and quality.
• Companies should market the mental health benefits of socializing outside the home to Gen Z consumers to boost on-premise sales.
• Companies should prioritize sustainability initiatives that also deliver on cost savings (such as lighter packaging or new enzymes that improve the energy efficiency of brewing).

Reasons to Buy

• Understand the marketing narratives that will resonate with target demographics.
• Gain insights into market trends, consumer trends, and innovation examples that develop a picture of how changes in the alcoholic beverages sector are developing.