How is the moderation of alcoholic beverages by consumers impacting on and off premise sales? This was one of the topics discussed during the presentation by NielsenIQ's Kaleigh Theriault at ECRM's On & Off Premise Adult Beverage Session in Vegas this week, and in this video interview with Joseph Tarnowski, she discusses this impact, and how it can be addressed.
Much of this moderation, according to Kaleigh, was driven by over-consumption of the pandemic and an increased focus by consumers on health and wellness. They are paying more attention to the ingredients they are putting into their bodies and are more aware of the negative effects of too much alcohol on their health. Because of this, they are increasingly turning to non-alcohol adult beverages, as well as products with cleaner or healthier ingredients.
Inflation and the higher cost of living has also been a driver, leading to less consumption and more off premise consumption. But it has also led to premiumization. While they may be drinking on fewer occasions, when they do drink, they want something higher quality.
This is most prevalent among Gen Z consumers, who -- while they may not have stopped drinking altogether, are consuming differently. For example, they may "pre-game" with some RTDs at a friend's house before heading out, combining both off and on premise to get the most value.
How can this be addressed? For off premise, it's important to ensure that the right non-alcoholic adult beverages are included in your sets, as well as a mix of value and premium offerings among the alcoholic beverages.
On premise operations can turn mocktails into signature drinks and ensure that you have availability of these beverages for those consumers.
ECRM's 2025 On & Off Premise Adult Beverage Session will be held August 24-26. Click here for more info: ecrm.marketgat...
View ECRM's interview with Kaleigh on Non Alcoholic Adult Beverage Trends here: • Non Alcoholic Adult Be...
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