With summer driving both socialising and new drinks launches, Immediate set out to understand how their audiences really drink.
Drawing on in-house expertise, first-party data, and wider market trends, they identified four distinct personas: Premium Consumer, Supermarket Sipper, Sober (curious), and Researcher, alongside a number of targetable segments.
Around a third of respondents have cut back on how much or how often they drink, driven not by one factor but several. Going out less, avoiding hangovers, rising costs, a focus on quality, and better no/low alternatives.
That shift is reflected in uptake of no/low options, now purchased by 57% of respondents (15% regularly), with taste versus the full-strength equivalent the biggest driver of choice (81%).
While wine remained the most popular drink overall, Immediate also saw greater interest in craft versions of popular drinks like beer and gin. With 68% of our audience willing to trade up on drinks, these behaviours can be identified under a wider trend in ‘premiumisation’ within the drinks space.
The insight also showed a desire for exploration in premium drinks, 64% agree they like to try new cocktails and 51% indicating they would be interested in discovering new twists on classics.”
For more information on this, contact Matt Rodriguez, Insight Manager, Immediate
