NIQ Webinar: Health, Wellness, Moderation and the Evolving Role of Alcohol

During this webinar, Tom Graham, Industry Insights Lead, BevAlc at NIQ, shared how moderation is reshaping Australia’s drinks landscape. While overall alcohol consumption is declining, the trend is driven by shifts in behaviour rather than abstention.

Key insights:

• Consumers are drinking less often or choosing fewer drinks per occasion.
• Motivations differ: younger drinkers focus on self-improvement, middle-aged groups on control and older groups on cost and health.
• Financial pressures are a major driver, alongside wellness and lifestyle shifts.
• Low- and no-alcohol categories are gaining traction, supported by behaviours like “zebra striping.”
• Opportunities lie in premium experiences and products that make moderation easy and enjoyable.

Speaker:

Tom Graham specialises in drinks, retail, and all things On Premise. Based in Sydney (but originally from the UK), Tom helps some of the region’s biggest beverage brands turn data into decisions that actually drive growth. He’s got a knack for cutting through the fluff, spotting what matters, and bringing insight to life in a way that lands commercially. Equal parts strategist and industry nerd, Tom’s passion lies in helping brands show up smarter, move faster, and stay relevant in an ever-evolving drinks landscape.

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