Mindful drinking category offers exciting potential in 2020

Certain groups of consumers are drinking less wine and fewer alcoholic drinks, and when they do drink, they are becoming more mindful in their choices, which has had an effect on penetration in the wine category.

Mindful drinking and the sober curious movement have led to the trend for drinking no- and low-alcohol products and non-alcoholic drinks, with health and wellness being the main motivating factor.

This trend means that low and no alcohol products are very much on our radar. We are focused on finding the best quality products within the category and are working on various projects from zero alcohol all the way up to 9%.

Zero alcohol wine is seeing strong growth (+8% YOY for 75cl still and +18% YOY for 75cl sparkling), however this is from a small base and accounts for only 0.3% and 1.4% volume share for the still and sparkling categories, respectively (IRI, 52 weeks ending July 2019).

Dry January and Sober October are key periods for consumers to abstain from alcohol but mindful drinking happens all year round so there is a definite opportunity in the marketplace for good quality, tasty and interesting low-and no alcohol drinks.

It’s an exciting time for the drinks industry and we’re looking forward to seeing even more innovation in the category.

Jo Taylorson is the marketing controller for Kingsland Drinks.

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