The Next Round: What happens after you change your drinking?
We wanted to find out about the social media audiences of low and no alcohol drink brands – who are they? And how could low and no alcohol drink producers reach them?
Low and no alcohol has been the biggest trend in the drinks industry in the last few years. The number of adult alcohol-free brands in the UK market has grown from a handful five years ago to hundreds today. Low and no drink sales are growing fast, whereas alcohol sales are stable or even reducing.
There is still much that we don’t know about this market though. For example, it’s not yet clear who the low and no drink buyers are. Are the teetotal adults the earliest adopters, or do the mindful drinkers pick and mix both alcoholic and alcohol-free drinks?
This study by mindful drinking movement Club Soda and social media analytics and strategy experts Fifty looks at the low and no drinks market from one angle: the social media habits of UK consumers. We analysed the main segments of the audience for low and no alcohol drink brands, and compare them to the audience for alcoholic drink brands.
The findings of this study confirm that the social media audiences of low and no alcohol drink brands, and the potential market for low and no alcohol drinks is not limited to small numbers of teetotal or sober curious people. There are large numbers of current and potential future consumers of low and no alcohol drinks. These consumers can be found in many segments of the UK adult population. Much of this is driven by people who also follow alcoholic drink brands (and presumably drink alcohol!), but there are also segments of low and no drink fans who may never have engaged with alcoholic drink brands.
And what could a low and no alcohol drink brand do with this information? It gives them an easy way of finding their future consumers, for example by targeting their social media marketing at people most likely to be interested in their drinks. The Fifty platform offers many tools to analyse the identified audiences and connections between users.
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