What does the future of drinking look like? If the latest data is any clue, it’s not just what we’re drinking—but why, how, and even if we’re drinking at all—that’s changing.
In part 1 of our “New Cheers” series, we explored shifting drinking behaviors. Now, in part 2, we take you deeper into the cultural currents driving the rapid rise of alcohol alternatives—and why this is one of the most exciting moments for brands to rethink their place in the beverage landscape.
Consumers Are rethinking the ritual
The days of “drinking to unwind” aren’t over, but they’re being redefined.
Our latest study reveals that while 45% of consumers still drink to relax and 22% to socialize, many are trying to limit their alcohol intake.
Alcohol consumption triggers
Alcohol consumption barriers
Health-related concerns now account for 41% of the barriers to drinking. Hangovers hit harder, mental health is in sharper focus, and aging consumers are questioning whether that nightcap is worth the aftershock.
What’s emerging is a mindful middle ground: preserving the pleasure of drinking while prioritizing their well-being and making mindful choices. Diving deeper into the results, this balance becomes more apparent:
Beyond booze: rising alternatives
Given the current landscape, it’s no surprise that alcohol alternatives are gaining appeal. From non-alcoholic drinks to other intoxicants, the choices span a broad range. While alcohol continues to be the leading choice for indulgence (60%), we also see rising trends in marijuana/THC (24%), CBD (12%), and psilocybin (4%), carving out space in social and relaxation rituals.
The appetite for experimentation is strong:
- 66% of non-users are open to trying THC products
- 53% are interested in wellness/functional drinks
- 54% of non-alcoholic beverage consumers cite health as a key motivator
- 40% drink non-alcoholic options to prevent hangovers
What does this mean for brands?
The way people connect and socialize has long been tied to drinking, but these rituals are being redefined to include mindfulness, health-consciousness, and experiences that better align with consumers’ evolving values.
Ready to reimagine the future of drinking?
Download our one-pager for an overview of the 7 trends shaping the future of drinking. Want to learn more about the evolving alcohol landscape? Get in touch with adriana.sousa@toluna.com.
