NIQ Webinar: Driving value in a more mindful market

Our webinar on mindful drinking and moderation was held in partnership with our Platinum Partner NIQ. We're grateful to Tom Graham for the depth he brought to the topic.

Tom's central point was that moderation has settled in as the default rather than a passing phase. Most people are still drinking, but more deliberately, and the data pointed to clear implications for how brands and venues respond.

Some of what Tom covered:

• The two channels are diverging. The on-premise is holding steady with people returning more often, while retail is losing shopping trips, which puts more weight on standing out at the point of purchase.
• Age is a growing dividing line. Under 25s are going out less and favouring big occasions, while 25 to 34s are re-engaging with weekly after-work drinks and live sport.
• Beer is the standout moderation winner, supported by mid-strength growth and value perceptions, while wine and spirits face the largest declines in penetration.
• Moderation rarely means stopping. Smaller serves, lower ABV and switching between drinks are how consumers pace themselves, pointing to where new products and serves can win.
• Big events still draw a crowd. The FIFA World Cup brought younger, broader audiences into venues, which Tom noted as one of the stronger recruitment opportunities available.
• Tom closed on this: if a growth strategy still depends on people drinking more, it may already be behind. The data suggests the winners will be those who adapt to moderation rather than resist it.

VIEW RECORDING