Building associations with relaxation and refreshment are key for alcohol brands to drive purchase for both at-home and out-of-home occasions. Some 74% of adults would choose a relaxing drink, and 78% a refreshing one, for either drinking at home on an ordinary evening, a special occasion at home or out in a pub/bar/restaurant.
Alcohol moderation has grown since 2022 and is expected to grow further in the coming years, eroding category volume sales. This underlines the need for further NPD in low-/no-alcohol versions in order to maintain overall sales.
A marketing focus on at-home occasions remains relevant for alcohol brands in 2025 as constrained household incomes continue to curb out-of-home socialising. Appealing to people’s community spirit is also needed by on-trade operators to combat views of pub-going as frivolous in the current financial climate.
Relaxation and refreshment are key for all drinking occasions. A marketing focus on at-home occasions remains relevant amid cautious consumer spending.
Alice Baker, Food and Drink Analyst
This Report explores usage of and attitudes towards alcoholic drinks. This includes all types of alcohol, as well as low/non-alcoholic variants of drinks that typically contain alcohol (eg alcohol-free beer). The Report excludes soft drinks such as carbonated soft drinks and juices.
Both on- and off-trade sales are included in the total market size.
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