Millennial Men drinking non-alcoholic alternatives more often than anyone else
Announcement posted by Giesen Wines 03 Jul 2023
YouGov has conducted a new survey to shed light on the trend of alcohol moderation and the rise of non-alcoholic beverage alternatives among drinkers in Australia. The survey gathered responses from 1,000 Australian adults and highlights the commitment to going dry, with 53% of Australian drinkers* expressing their intention to participate in a dry period, and 70% of Millennials (1981-1996) intending to do the same.
Millennials and in particular Millennial Men drinking non-alcoholic alternatives more often than anyone else
The survey, carried out on behalf of Giesen Wines, also revealed that Millennials have been at the forefront of exploring non-alcoholic beverage alternatives, with 88% having tried such alternatives, including non-alcoholic wine, beer, spirits, and mocktails (75% had tried non-alcoholic wine).
Furthermore, Millennial men (89%) expressed a greater likelihood of having tried non-alcoholic alternatives, as well as consuming them more often than any other group (56%). Men are also twice as likely as women to be drinking more non-alcoholic alternatives than 12 months ago.
Interestingly, almost one in three (31%) Millennials say that they typically drink non-alcoholic alternatives on a date night, which is significantly higher than for all other generations.
Non-alcoholic alternatives are also more popular with alcohol drinkers than non-drinkers. The survey indicates that 80% of alcohol drinkers have tried non-alcoholic alternatives, compared to 57% of non-drinkers. Of those who have tried non-alcoholic wine, one in four (25%) say they drink it very often and quite often.
Duncan Shouler, Chief Winemaker, Giesen Wines says, “When it comes to alcohol, Millennials not only moderate more with their commitment to dry periods, but they also drink more non-alcoholic alternatives than other generation.” Shouler added, “In 2022, the global market for non-alcoholic beverages grew by 7%**. Millennials are driving this demand, but the Australian research has also highlighted that men are embracing non-alcoholic drinks, which we find fascinating.”
Moderating for a balanced lifestyle
The research enquired into the importance of wellness for Australians. 96% of respondents stated that achieving their wellness goals is a priority. However, only 1 in 5 participants expressed complete satisfaction with their current progress. The exception to this trend was found among Millennials, with 71% reporting satisfaction with their wellness.
When respondents were asked what a more balanced lifestyle means to them, 65% answered being more conscious of their body’s needs and wants. Of those who drink alcohol, 1 in 3 (33%) stated consuming alcohol in moderation.
A balanced approach to wellness, focusing on moderation rather than abstinence (45%), creating realistic goals and planning (43%), and maintaining consistency (40%), was seen as key to successfully implementing lifestyle changes.
The findings indicate that Aussie drinkers satisfied with their wellness goals are more inclined to participate in a dry period, such as Dry July, Sober October or Feb Fast – 60% of satisfied individuals are likely to take part in such periods, compared to 42% of unsatisfied individuals.
“Thousands of Australians abstain from alcohol in July to raise money for charity and meet their wellness goals.” Says Shouler. “We’re pleased our Giesen 0% range can offer them an alternative to alcohol that tastes great, is low in calories, and helps them consume alcohol more mindfully.”
ENDS
Editor’s notes:
This study was conducted by YouGov online between 5th – 7th June 2023. It was commissioned by Giesen Group.
The sample comprised of 1,022 Australians aged 18 years and older, nationally representative.
*698 respondents drink alcohol
**according to IWSR Drinks Market Analysis
For more information or to arrange product samples of Giesen 0% wines contact: Emma Weir – Mastermind Consulting Email: emma@mastermindconsulting.com.au / 0422 921277
Infographic: Giesen x YouGov Infographic June 2023 Final.png
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About Giesen Group
Founded by brothers Theo, Alex, and Marcel in 1981, family owned Giesen Group of New Zealand has been an industry leader for nearly four decades. With an uncompromising drive for quality and a strong culture of innovation, the brothers’ investment in their people, vineyards, and dynamic portfolio of wines has resonated with consumers worldwide. Based in Marlborough, the Giesen family produces wine to be enjoyed at every occasion, from their highly awarded organic Clayvin Single Vineyard wines to the widely successful Giesen Estate wines and Giesen 0% range. Inspired by today’s preference for mindful drinking and flavourful choices, Giesen 0% is the world’s leading premium range of alcohol-removed wines including New Zealand Sauvignon Blanc, Pinot Gris, Rosé, Riesling, Merlot and Sparkling Brut.
Appendix:
Other key findings included:
Australian drinkers of non-alcoholic beverages said they tend to drink them at family gatherings (26%) or when they are the designated sober driver or driving to a social event (26%).
Over one in three (35%) of those with kids U18 at home say that they would choose to drink non-alcoholic alternatives at family gatherings, compared to only one in five (19%) of those without kids U18 at home.
Of those that plan to participate in a dry period, one in four of those with kids U18 at home said they would do so to be a role model for their children.
Almost 3 in 4 (74%) drinkers that have kids U18 at home plan to participate in dry periods in the next 12 months, which is more likely than those without kids U18 at home 39%.
85% of those with kids U18 at home say that they have tried a non-alcoholic alternative, compared to only 65% of those who don’t have kids U18 at home.
Amongst Australians who plan to participate in a dry period, the most popular reasons for participating are to be healthier (40%), to meet wellness goals (39%) and to have a break from alcohol (37%). Other reasons included: the hope of seeing a positive change to their body (30%), part of a new diet (21%), to be a role model for their children (16%) and to raise money for charity (16%)