Fragmented Drinking Occasions

Traditional drinking moments are being replaced by a wider range of occasions, both in and out of the home, driven by changing lifestyles and the impact of the pandemic.

Themes

Experiences Over Material Goods , The Power of Community and Connection , Values-Driven Consumption

Timeframe

near-term

Subcategories

Consumer Behavior Consumer Food Trends Consumer Preferences Leisure & Hobbies

Impact areas

Alcohol brands Bars and Restaurants Home entertainment RTD market

Detailed Analysis

The pandemic and subsequent cost-of-living crisis have disrupted traditional on-trade alcohol consumption. Consumers are now exploring new moments and spaces to enjoy alcoholic beverages, including elevated at-home experiences and daytime drinking. "As a result, traditional drinking moments, which would take you from enjoy a drink at a restaurant through to partying into the early hours - are now competing with a wider range of occasions where people are still enjoying their tipples."

Context Signals

Innovation in RTD formats like powdered cocktails and wine pouches. Growth of at-home drinking accessories and appliances. Brands leveraging social media to promote new drinking occasions.

Edge

Hyper-personalized home bar experiences tailored to individual preferences. Subscription services for curated at-home drinking experiences. Rise of hybrid hospitality spaces that blend on-trade and off-trade elements.

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