current
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
Timeframe
near-term
Categories
Impact areas
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.
