Alcohol Industry Shifts Toward No-Low Drinks Amid Generation Z Trends

The beverage industry is witnessing a shift as consumers increasingly seek alternatives to traditional alcoholic drinks, driven by a growing interest in moderation and sobriety. Diageo's interim CEO Nik Jhangiani highlights this trend as a significant growth opportunity, noting the rise in popularity of non-alcoholic and low-alcohol beverages, including innovative options like ginger and CBD-infused drinks. UK pubs are seeing a rise in premium spirits consumption, as these often contain less alcohol and fewer calories compared to beer, aligning with drinkers' desire for more controlled intake, although higher taxes on spirits make them less accessible than beer. Meanwhile, new creative cocktails are emerging to cater to evolving tastes, such as the IPA-inspired cocktail in Jersey City that mimics the hoppy flavors of a hazy IPA without containing beer. These developments reflect a broader cultural movement towards well-being-focused drinking that balances flavor and social connection without compromising moderation.