In line with the flex drinking trend, there’s a growing consumer awareness and desire for optionality in alcohol by volume (ABV) levels. This shift reflects a more nuanced approach to alcohol consumption, where individuals are not just choosing between alcoholic and non-alcoholic options, but also seeking variety across different ABV levels. This emerging trend is evident in innovative approaches adopted by bars and beverage brands alike.
In Tokyo, Asahi’s SUMADORI bar offers more than 100 drinks that can be made 0%, 0.5%, or 3.0% ABV. When Douglas and I visited last month, we ordered a flight of Whiskey Highballs across those ABVs. We’ve also visited Bird in Copenhagen, whose cocktail menu is organized into three categories: high proof, low proof, and no proof. We love that this categorization moves away from the traditional separation (and, often, minimization) of non-alc options, integrating them seamlessly into the menu.
On the brand side, hard seltzer brand System has introduced an “inclusive drinking system” with its nine-pack offering. Each pack contains three cans each of 8%, 5%, and 0% ABV, accommodating different preferences within a single package. This approach is mirrored by Gradient, which markets a “reducing alcohol system” with four-packs of gradually reducing ABVs. These brands are tapping into the growing consumer demand for more control over alcohol intake, providing options that cater to varying needs across event attendees or as the night progresses.
Implications:
- Marketing ABV Awareness: There’s an opportunity for brands to educate consumers about ABV levels. Marketing can focus on promoting positive drinking by highlighting the benefits of choosing lower ABV options or opting for non-alcoholic options at different points in a social setting.
- Product Diversification: Beverage brands can consider diversifying their product lines to include a range of ABV options. This approach can appeal to a broader consumer base and cater to the evolving demand for more customization within alcohol consumption.
- Brand Extension for Alcohol Brands: For alcohol brands venturing into non-alc, embracing ABV optionality offers a natural and coherent extension of their product line. By framing their non-alcoholic offerings as part of a broader spectrum of ABV levels, these brands can maintain consistency with their core identity while appealing to a wider range of consumer preferences.
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