How Beer Drinkers Are Changing The Way They Purchase Brews
Even during times of war, famine, and political unrest, there has always been beer. In fact, beer consumption dates back to humankind's earliest civilizations. According to The History Channel, the first-ever beer was the brainchild of the Sumerians of Mesopotamia — the genesis of human civilization. In existence for 5,000 years, it's safe to say that beer is an integral part of human society. Wherever you go, you're likely to find beer. Whether it's your local pub, gas station, or sports arena, there are sure to be ice-cold brews available for purchase.
In recent years, beer-sale trends tell us that consumers are leaning towards extremes on both ends of the ABV spectrum. ABV, which stands for alcohol by volume, is the measure of alcohol content within a beverage (per Alcohol.org). In simple terms, it lets you know how intoxicated you'll get from any specific alcoholic drink. A high ABV is about 6% and higher while a low ABV is about 4% or lower. According to The Takeout, beers with mid-level ABVs have declined in sales in recent years. This peculiar gap results from a combination of inflation, new attitudes on drinking, and the rise of non-alcoholic spirits.
Perspectives on drinking are shifting
As inflation and rising food prices continue to impact the country, beer drinkers are opting for high-ABV beers to get more bang for their buck, and as a result IPAs and other uber-hoppy beers are seeing an uptick in sales, according to The Takeout. Additionally, the opinions and lifestyle of Gen Zers are beginning to impact market trends. A Berenberg Research study found that Gen Z is drinking 20% less than the millennial generation, Insider reports. The younger generation is more concerned with physical and especially, mental health advocacy which is likely partially responsible for the increase in low-ABV sales (per The Guardian).
This increase in health consciousness from a fierce and fast-rising generation is a partial catalyst for the current rise of non-alcoholic adult beverages. According to an Allied Analytics press release, the global market for non-alcoholic spirits is expected to increase from $820 billion to a whopping $2,134 billion in the next ten years. From Bella Hadid's popular non-alcoholic spirit Kin Euphorics to other brands like Ghia and Curious Elixirs, non-alcoholic beverage companies are thriving.
Ultimately, this shift in consumer behavior is good news as alcohol's negative impacts on health are widely and well documented. Whether you're sipping on an IPA, a low-ABV lager, or among the outliers who enjoy mid-ABV beers, always drink responsibly.