GLP-1s, moderation and premiumisation are changing drinking habits. With consumers becoming more selective about what they drink, how can your brand earn its place in fewer drinking occasions?
At The Grocer's Drink Tank conference today, Rachel Weller, Commercial Leader - Beverage Alcohol at NIQ, shared research into how British drinking habits are changing and the challenges this presents for drinks brands.
Consumers are still socialising and spending money on drinks, but they're going out less frequently, becoming more conscious of what they consume and expecting greater value for their money.
For your brand, this means understanding which occasions consumers still prioritise, what they look for when choosing a drink, and how you can give them a reason to choose yours.
1. Are you competing for the right drinking occasions?
According to NIQ data presented by Weller, 91% of consumers had visited the on-trade in the previous month.
However, a third also reported going out less frequently than a year ago, largely because of rising living costs, higher prices and reduced disposable income.
Consumers still value social occasions, but they're becoming more selective about which ones justify their time and money.
Weller highlighted live sports, high-energy occasions and competitive socialising as areas performing comparatively well, while more routine drinking occasions are increasingly vulnerable. If your brand has traditionally relied on habitual drinking occasions, this is worth considering.
Which occasions are your consumers still prioritising? Are you visible and relevant in those moments? And are you giving them a compelling reason to choose your drink over the alternatives?
Your opportunity might not be about increasing how often people drink, but becoming a more relevant choice when they do.
2. Is your brand making the most of moderation?
Moderation is now mainstream, but it doesn't look the same for everyone.
Some consumers are drinking less frequently but still enjoying bigger nights out. Others are alternating alcoholic and non-alcoholic drinks, switching to lower-strength options or consuming fewer drinks across an evening.
The motivations are equally varied. For some, it's about saving money. For others, it's health, wellbeing or wanting to feel productive the following morning.
If you're an alcohol brand, moderation doesn't automatically mean your consumers are looking to replace you with an alcohol-free alternative.
Weller highlighted the growth of spritz serves, which now account for 22% of on-trade cocktail sales, alongside increasing interest in RTDs and mid-strength beverages.
These formats are often perceived as lighter drinking choices, even when their actual alcohol content doesn't necessarily reflect that perception.
There may be opportunities to make your existing products more relevant through different serves, formats or occasions, without necessarily developing an entirely new alcohol-free range.
Understanding why your consumers are moderating is just as important as knowing that they are.
3. Are you giving consumers enough reason to pay more?
Despite economic pressures, consumers are still prepared to spend more on premium drinks.
Weller explained that when working with a fixed budget, consumers are more likely to choose fewer, higher-quality drinks than a greater number of cheaper alternatives.
However, brand status alone is becoming less persuasive.
Consumers increasingly want a tangible return for the premium they're paying, whether that's product quality, craftsmanship or the overall drinking experience.
Weller gave the example of ordering a premium spirit in a bar, only for it to be served in exactly the same way as a standard alternative.
If the experience doesn't feel different, why should the consumer pay more?
If you're asking consumers to trade up to your brand, consider whether your premium positioning is being reflected throughout the drinking experience.
Your liquid, serve, presentation and the stories you tell about your product all contribute to the value consumers place on it.
Premiumisation remains an opportunity, but the reasons to pay more need to be clear.
4. How could GLP-1s affect your consumers?
One of the most interesting areas of Weller's presentation was the impact of GLP-1 weight-management medication.
According to the NIQ figures presented, approximately 12% of British households have a GLP-1 user, compared with 19% in the US.
More significantly for the drinks industry, 25% of GLP-1 users report drinking less alcohol, while one in five avoid it altogether.
These consumers are also over-indexing in categories such as flavoured water, sports drinks and no/low alcohol.
If you're marketing an alcoholic drink, these changing behaviours could influence the size and nature of your potential audience, particularly as adoption increases.
For brands operating in soft drinks, hydration or functional beverages, they could create opportunities to reach consumers with changing consumption priorities.
However, it's worth understanding how these behaviours relate to your specific audience before making assumptions about the impact on your category.
GLP-1s are already influencing purchasing behaviour, and their growing adoption is something drinks marketers will need to monitor.
5. Could your brand find new occasions in hospitality?
Functional beverages are benefiting from growing interest in drinks that offer something beyond refreshment. From energy and focus to gut health, recovery and relaxation, consumers are increasingly seeking products with additional benefits.
And that demand isn't limited to supermarket shelves. According to the NIQ presentation, more than half of consumers want greater availability of functional drinks in the on-trade.
If you're a functional drinks brand currently focused on retail, hospitality could offer opportunities to reach new consumers and establish additional consumption occasions. But getting listed is only part of the challenge.
How will consumers discover your product? Will they understand its benefits? And what will persuade them to choose it over something more familiar?
Introducing an unfamiliar category or proposition requires more than availability. Consumer education, relevant occasions and trial all have a role in building demand.
Three things to consider for your drinks brand
Rachel Weller closed her presentation with three recommendations for the industry, which are particularly relevant for drinks marketers planning for 2027.
1. Win occasions, not just categories.
Think about where your consumers are still choosing to spend their time and money. Are you competing for the occasions that matter most to them, or relying on drinking habits that are becoming less frequent?
2. Make moderation work for your brand.
Understand the different reasons your consumers are moderating and consider how your brand can remain relevant to them, whether that's through formats, serves, strengths or new occasions.
3. Give consumers a genuine reason to pay more.
If you're asking consumers to choose your premium product, make sure the experience delivers on that promise. Product quality, presentation and the way your brand is experienced all contribute to perceived value.
Giving consumers more reasons to choose your brand
Consumers aren't necessarily losing interest in drinks. They're becoming more deliberate about which products and occasions deserve their money.
For brands, that puts greater importance on understanding consumer behaviour and creating meaningful reasons to choose.
Whether you're launching something new, looking to reach a different audience or trying to grow an established brand, the challenge is increasingly about making your product relevant to the occasions and needs consumers value.
At Stir, we help drinks brands build awareness, reach new audiences and create reasons for consumers to choose them through PR, influencers and experiences.
Because when consumers are drinking less, giving them a stronger reason to choose your brand matters more than ever.
This article draws on a presentation delivered by Rachel Weller, Commercial Leader - Beverage Alcohol at NIQ, at The Grocer's Drink Tank conference on 10 November 2026. Consumer statistics and market observations are attributed to NIQ as presented during the session. Interpretations and implications for drinks brand marketing are Stir's own.