Pubs get boost as Millennials favour spirit-based drinks

03-Oct-2019 - Last updated on 03-Oct-2019 at 11:26 GMT

Booze boost: younger drinkers opt for spirits

Research has repeatedly suggested younger consumers are drinking less but according to a recent survey, pubs are benefiting from Millennials choosing spirits as their go-to tipple.

The survey, conducted by Survation on behalf of The UK Spirits Alliance, has discovered that spirit-based drinks are most popular among younger drinkers in UK pubs and bars – with gin and tonic leading the way.

Puddingstone Distillery co-founder Kate Marston, a member of the UK Spirits Alliance, said: “Pubs are more than just places to go and enjoy a drink – they are the heart of our communities, villages, towns and cities.”

But research has shown that the proportion of those aged between 16 to 24 who do not drink increased from 18% in 2005 to 29% in 2015, according to a report in the medical journal BMC Public Health.

Adventurous approaches

The Nation Survey conducted by Nielsen Homescan Panel in January 2019 showed 29% of Millennials do not drink.

Nielsen client business partner Gemma Cooper says: “While Millennials are price-conscious, they are also invested in the health trend and are the group are most likely to drink no/low alcohol products to help them cut down on their alcohol intake.”

According to Nielsen Scantrack (June 2018-June 2019), there has been a 25% increase in year-on-year sales of non-alcohol drinks.

With there being less interest in drinking alcohol and more adventurous approaches to taste and flavour, many younger adults are jumping on new products and are leading the trend of alcohol-free drinks.

Spirits bloom

The survey conducted by Survation concluded that 40% of those aged between 18 to 24 said their favourite drink was spirit-based while, among 25 to 34 year-olds, the proportion was 35%.

The 2019 Diageo Drinks Report, published in April this year, revealed that where and when Brits are choosing to socialise is changing, with spirits well positioned to cater for these trends.

Marston said: “UK spirits have a unique opportunity to help attract and cater for the next generation of pubgoers, safeguarding our great British pubs and bars – but to do so requires the Government to support us with a fair duty regime.”

The UK is enjoying a spirits boom that has seen the number of distillers across the country double since 2015.

The nation’s pubs and bars are also set to capitalise on spirits’ success.