While the pandemic might drive many consumers to the bottle, a number are actually turning to a different variety of beverages while stuck at home between lockdown and quarantines, including non-alcoholic offerings. In fact, as we step into 2021 one in five adults will pledge to cut out alcohol completely during Dry January, the annual ritual that started over eight years ago and aims to promote the sober curious movement across the world.
According to Nielsen, nonalcoholic beer sales soured 44% in the U.S. in May compared to the same month of last year. While this change may indicate that people are now using non-alcoholic beverages to control their drinking at home during lockdowns.
“I think people definitely want to take a break from alcohol and focus on their goals….It is a time where people are really receptive to brands like ours.”
Source: Google, Google search trends for ‘non-alcoholic beer’ over the last decade
And the non-alcoholic trend is spreading..Bacardi, owner of well-known alcohol brands such as Dewar’s Scotch whisky and Grey Goose vodka have predicted a 400% in the low ABV space come 2024, a prediction based on data from IWSR Drinks Market Analysis. Bacardi stated that the mindful drinking movement continues to gain followers across the globe, particularly in Western Europe and that there has been a 30% increase in Google searches for non-alcoholic drinks in the UK, and a 25% rise in Germany for the same search, compared to last year.
The drink giant´s less is more campaign is a part of their new mindful movement ahead of Dry January, with the aim to aid retailers and bars tap into this new sales opportunity. The company will provide menu cards and templates to on-trade venues as well as standout point-of-sales displays in stores so consumers and bartenders will have more knowledge on the low-alcohol options available.
Another leader in the drinks game Heineken USA recently conducted a study on American millennials which revealed that 52% of respondents have increased their consumption of alcohol-free beer since the start of COVID-19. 43% of those surveyed said they had tried alcohol-free beer for the first time since the start of the pandemic, while 61% said they had stuck to alcohol-free beverages because they wanted to cut down on their alcohol intake. The beer company conducted the study in hope of finding out how consumer habits had changed during covid. Leading a healthier lifestyle and eating better were among some of the main takeaways of those who participated.
Why are consumers cutting back on alcohol this year? While it doesnt seem to be because of celebrity influence (only 6% of adults who participated in the Morning Consult survey said they knew of a celebrity or influencer participating in Dry January), an important reason for the cutback might be due to the ongoing (and seemingly never-ending coronavirus.) The Attest survey found that roughly 18% of people were drinking more to “manage stress” since the pandemic began and the Morning Consult survey then reported that 49% of adults wanted to participate due to over drinking during the pandemic.