Alcohol moderation is becoming cool and an active choice for an image conscious younger generation of drinkers.
The influence of social media among younger drinkers (21-35) means that control of their social image is paramount
Wellness, Moderation and Image are the three key factors impacting a reduction in alcohol consumption amongst the next generations of wine drinkers. 75% of millennials say they now limit the amount of alcohol they drink on the majority of their nights out, with 59% citing avoiding loss of control as the primary motivation for limiting alcohol consumption on a night out.
More than one in three 21 – 35 year old’s admit they have suffered from ‘social shaming’ caused by appearing to be drunk in a photo on social media. One’s image and ‘personal brand’ are key to this age group, drinking responsibly and being able to shape their own reputation by staying in control are key factors in choosing to moderate their alcohol consumption and to choose quality over quantity in line with the image they want to portray.
“From moderation initiatives to breaking the taboo of teetotalism, the trend will gather further momentum, reach critical mass and enter the realms of a paradigm shift” said Spiros Malandrakis, Senior drinks analyst Euromonitor.
The findings from this study are published in the launch issue of the Quarterly Wine Trends report released today by Food and Wine Insights.
The Quarterly Wine Trends June report delves further into the factors behind younger drinkers decreased wine consumption as well as research and insights by IWSR on three key global growth trends, Chinese wine consumers latest social media craze, growth of alternative packaging, latest wine packaging innovations around the globe, top Google trends in wine search and key Australian wine consumer trends for 2018.
The Food and Wine Insights quarterly wine trends subscription condenses the latest consumer and category trends impacting the wine industry around the globe. Tailored for wine industry decision makers, each quarter the report covers the latest trends in export, packing and innovation, digital and Australian consumers into a concise 8-page report that translates the latest opportunities and threats for wine businesses.
Author of the Quarterly Wine Trends, Food and Wine Insights Managing Director Stephanie Duboudin has over 18 years of experience in the wine industry working with some of the biggest wine brands and retailers (Treasury, Pernod Ricard, Dan Murphy’s Wine Australia, NZ Gov’t, Accolade, De Bortoli, Brown Brothers, Coles, Lion Nathan and Oyster Bay) across Australia, UK, US and Asia in marketing and consumer research roles with Wine Intelligence, Decanter, Kobrand Corporation NY, Yabby Lake and Rathbone Wine Group.
The quarterly wine trends is delivered electronically four times a year (March, June, Sept and Dec) for a 12 month subscription fee of $450 http://foodandwineinsights.com.au/product/quarterly-wine-trends/