Restaurants and Retailers to Promote Non-​Alcoholic Beverages to Health-​Conscious Consumers

BY Rachel Cagle
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"Americans are drinking less beer, encouraged by trends like Dry January. But brewers are trying to use the month long sobriety challenge to promote their beer, reports CNBC."

"Dry January started in the United Kingdom in 2013. Since then, the movement has spread worldwide, including the United States, where overall alcohol consumption continues to fall. Over one-​fifth of Americans participated in Dry January in 2019, according to Nielsen."

"And some consumers, dubbed 'sober curious,' are also making an effort to reduce their alcohol intake during the other 11 months of the year."

"That shift, as well as competition from other kinds of alcohol, is hitting beer companies."

"U.S. beer volumes declined by 1.6% in 2018, according to data from IWSR. The firm, which tracks alcohol trends, found that cider and hard seltzers are taking share from beer. Younger consumers are drinking less overall, including beer."

"But all hope is not lost for brewers. No- and low-​alcohol beer is the fifth-​fastest growing type of beer in the U.S., according to Nielsen. According to IWSR data, the most frequent consumers of low- and no-​alcohol drinks are between 21 to 44 years old (an age bracket that mostly includes millennials, with some Generation X consumers) and male."

One of Beer Drinkers' favorite types of emails to receive from businesses is a new product announcement, according to AudienceSCAN. Last year, 52.4% of these consumers took action after receiving email ads.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. In addition, AdMall contains industry profiles on breweries and bars & nightclubs, as well as lead lists at the local level. Media companies, sales reps and agencies can access this data with a subscription to AdMall from SalesFuel.