Motivated by health and wellness, and turned off by an old-fashioned binge drinking culture, Gen Yers are drinking less and on the lookout for drinks that provide a buzz, but don’t leave any regrets the next day.

COVID-19 has accelerated a shift in boozing habits, with the closure of restaurants and pubs making at-home alcohol consumption the norm. But how are people replicating social drinking moments online, and how can alcohol brands participate in these occasions to earn long-term loyalty?

Across Australia, the popularity of alcohol-free drinks is increasing, as people look to healthier habits as a result of the pandemic. With greater variety in non-alcoholic options, Aussies are recognising not only its high quality taste but also its positive effects on their physical and mental health.

Aiming to diversify its product offerings and expand beyond beer, Molson Coors has rolled out a new line of non-alcoholic drinks. As people are increasingly motivated by health and wellness and opting to reduce alcohol intake, beverage brands are innovating to meet demand.