Those kick-starting the new year alcohol-free with the ‘Dry January’ challenge will have more non-alcoholic beverage options than ever before. Craft producers and legacy alcohol companies alike have developed low-alcohol and alcoholic-free products, while restaurants and bars have expanded their offering of mocktails. Appealing to those who are sober curious has proven to be a viable opportunity year-round – not just for one month.
In the media, the sober curious movement is described as driven mainly by health and wellness concerns. Marketers seem to agree: lighter drinks are often positioned as healthier choices that taste like their alcoholic counterparts but have lower alcohol content, fewer calories, and/or less sugar. Much existing research on reasons for consuming lighter drinks also focuses on the health benefits associated with reducing alcohol consumption.
However, in our survey of Canadians’ Social Values, we found that social factors play an essential role that should not be overlooked. As a follow-up to an article we published last year exploring what motivates Gen Z to cut back on alcohol, we set out to dig deeper into the Social Values driving the uptake of low-alcohol and non-alcoholic drinks. We found that those who consume lighter drinks exhibit characteristics of Early Adopters who are eager to try new products and explore innovations in the alcohol and beverage space. They are influencers in their social circles, seeking trendy products and brands in their pursuit of status recognition. Current marketing around lighter drinks that focuses on health benefits is likely to be less appealing to Early Adopters who are driven by novelty, innovation, and status.
Let’s dive into Early Adopters’ Social Values to understand why they gravitate towards lighter drinks and how brands can attract and engage this influential audience.
Discovering Innovations & Trends
Early Adopters of low-alcohol and alcohol-free beverages are eager to try new products and willing to take risks. They are always on the lookout for trendy products that are novel and different. Motivated by Pursuit Of Novelty and Pursuit Of Intensity, these consumers have an active desire to discover new products and services and incorporate them into daily life. Demonstrating a strong sense of Enthusiasm For New Technology, they are fascinated by the power of modern technology to better their lives and keen to stay up to date on the latest innovations and trends.
Early Adopters will be excited by the increased variety of lighter options in the marketplace and open to experiencing innovations in the alcohol and beverage category. They will be drawn to unique flavours and ingredients introduced with lighter drinks, like the inclusion of fruity, herbal, and floral notes in non-alcoholic spirits, beers, and RTDs (ready-to-drink products).
Seeking Status Recognition & Influence
Need For Status Recognition and Ostentatious Consumption are key Social Values that motivate Early Adopters of lighter drinks. These image-conscious consumers have a strong desire to be held in high esteem by their peers, and they seek to reinforce their social standing by adopting products and brands that symbolize their affluence and reputation.
Strong on the Social Value Status Via Home, they’re mindful of how their home reflects their personal image, and they aim to impress their guests with the way they entertain. They will be open to featuring lighter drinks when hosting gatherings, paying particular attention to presentation – and likely favouring packaging that is eye-catching and has a premium feel.
High on Consumption Evangelism, these Early Adopters are perceived as leaders in their social circles and wield great influence in promoting new brands and products among their peers. For this reason, Early Adopters of lighter drinks are a lucrative target audience for brands looking to gain market share in the budding low-alcohol and non-alcoholic drinks market.
Motivated by Compelling Branding & Storytelling
Key characteristics of Early Adopters are their emphasis on Importance of Brand and desire for Brand Genuineness. While they look for individual products that are trendy and innovative, these consumers place even greater value on brands. They will passionately promote their favourite brands (which are typically chosen to align with their desired personal image). Brands need to catch their attention with authentic and compelling storytelling and engage them with exciting brand experiences.
Early Adopters will be intrigued by legacy alcohol companies entering the non-alcoholic market and will be drawn to lighter versions of popular drinks that have high brand recognition. Beyond following current trends, they will expect brand extensions to feel authentic and genuine. Craft producers can also appeal to this group with storytelling that highlights the values and people behind the brand, taking advantage of this group’s inclination to be driven by emotions and feelings.
Given Early Adopters’ desire to stay well informed on the latest products and trends, communicating a brand’s willingness to experiment with new flavour profiles and innovative manufacturing techniques will be effective with this target audience. Consider marketing activations like in-person product tastings that allow these consumers to learn about and experience the brand first-hand. Brands can insert themselves into the online conversation on social platforms with content that is engaging and shareable, such as adapting trendy cocktails with non-alcoholic mocktail recipes. Given Early Adopters’ wide social reach, brands may also engage them as influencers to create and share sponsored brand content.
Non-alcoholic and low-alcohol drinks are gaining popularity, yet the market is still in its early stages. Those with an Early Adopter mindset are an ideal target audience and provide an opportunity for brands to reach both drinkers and non-drinkers with similar messaging. Their willingness to experiment with new products and their widespread influence can help brands gain a loyal customer base and compete for market leadership. Rather than focusing on functional messaging around health benefits, brands can resonate with Early Adopters by marketing lighter drinks with emotional messaging. Positioning new products as innovative and trendy, conveying elevated status and premium appeal, and engaging consumers through inspirational storytelling and exciting experiences will draw in Early Adopters – accelerating the growth of the sober curious movement and the market for alcohol-free offerings.
Learn more about our extensive experience with consumer lifestyle research, including the beverage and alcohol industry.
Pursuit Of Novelty
Pursuit Of Intensity
Enthusiasm For New Technology