With a flurry of mid-strength and non-alcoholic drinks on the rise, it’s easier than ever for consumers to moderate their alcohol consumption. We caught up with Julian Braithwaite, CEO of the International Alliance for Responsible Drinking (IARD), to learn more…
What does data from the IARD say about moderation trends?
Behavioural trends and consumer sentiment point in the same direction. More adults than ever are choosing to drink in moderation, as evolving consumer preferences are driving the shift towards moderation. At the same time, global indicators of harmful drinking have been moving in the right direction, including a large reduction in alcohol-attributable mortality over the past decade.
What is particularly notable is the shift in patterns rather than volume. People are drinking more intentionally, with fewer high-intensity occasions and more considered choices. In practice, that shows up in simple ways: spacing drinks, switching between alcoholic and alcohol-free options and being more deliberate about when they drink.
What do you think is culturally responsible for this mindset change?
Several broader shifts are driving this. There is a growing focus on overall wellbeing, with people thinking more holistically about sleep, stress and lifestyle. Access to information, even when it is sometimes contradictory, is also prompting people to reflect more consciously on their choices.
Younger adults are approaching alcohol differently. There is less interest in routine drinking and more emphasis on occasions that feel worthwhile. At the same time, alcohol continues to play an important role in social and cultural life. For many people, it remains part of how they connect and celebrate. This is not a rejection of alcohol, it is a recalibration of how it fits into modern life.
Why do you think the all-or-nothing mindset prevailed for so long?
Part of the answer is how these debates are framed. Binary messages are easier to communicate and more likely to capture attention, but they do not reflect how people actually live. There has also been a tendency to focus on individual studies or headlines, rather than the full body of long-term evidence.
Public health messaging has at times leaned into simple narratives to drive behaviour change, which can reinforce an all-or-nothing perspective. But over time, the evidence has remained generally consistent: greater risk is linked to how much people drink, not simply whether they drink at all.
The IARD aims to reduce harmful drinking. How does moderation fit into this?
A moderation-based approach focuses directly on the behaviours that drive risk, namely volume, frequency and context. The evidence shows that harm is more concentrated in patterns of heavy and high-risk drinking. Encouraging moderation targets those behaviours in a practical way.
Moderation is also a more sustainable approach for many adults, because it aligns with everyday life, including social settings, rather than relying on short-term abstinence. It is practical, it is sustainable and it reflects how most people want to approach drinking.
Are there any emerging brands that you feel are meaningfully engaging in more mindful consumption?
Rather than focusing on individual brands, what’s more interesting is how the sector is evolving. We’re seeing innovation across categories that reflects changing consumer expectations. The growth low & no options is a clear example, giving people more flexibility in social settings. At the same time, there is a continued move towards premiumisation, where people may drink less frequently but place more value on quality and occasion.
