Published by Leonardo Calcagno
Consumer demand for both non-alcoholic and alcoholic canned cocktails is on the rise, according to a year-over-year study by behavioral research platform Veylinx according to craftbrewingbusiness.com
The study, which measures actual demand rather than intent, reveals a 4% growth in demand for non-alcoholic canned cocktails and a substantial 20% surge in demand for their alcoholic counterparts compared to the previous year. While interest in non-alcoholic alternatives remains strong, the study indicates an 18% decline in the percentage of people attempting to reduce alcohol consumption, potentially affecting participation in abstinence events like Dry January.
About half of respondents expressed a willingness to consume less alcohol if better non-alcoholic alternatives were available, indicating an opportunity for further innovation in the beverage sector. In 2022, “Never tried before” was the top reason for not buying canned non-alcoholic beverages, but in 2023, flavor and price are cited as the primary reasons. The study also measured demand for non-alcoholic cocktails with functional benefits, revealing a 14% increase in demand for the standard version compared to enhanced variations. The optimal price for non-alcoholic canned cocktails, maximizing revenue, is identified as $12 for a four-pack. Popular brands include Mocktail Club, Wild Tonic, Spiritless, DRY, and Hella Cocktail Co. Additionally, 44% of respondents support an additional 10% tax on alcohol as a public health measure, and energy drinks experienced the greatest increase in popularity among those aiming to drink less alcohol.
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