£800 Million Lost, Over-55s Join In & Why "Drinking Less" Is the Wrong Term
#114: £800 Million Lost, Over-55s Join In & Why "Drinking Less" Is the Wrong Term
Play Time:
43 Minutes
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QUICK QUOTES:
"There's this perception that the UK alcohol consumption is declining because people are becoming teetotal. Actually, that's not what we're seeing. What we're seeing is people are drinking alcohol either on fewer occasions, or they are drinking less units of alcohol when they go out."
"56% of the people we spoke to as part of our low and no drinking differently report said that there is less stigma now around not drinking alcohol when going out than there used to be."
"If you look at the number of adults who are drinking 15 or more units per week, just in one year, that has gone down from 17% to 13%."
Katy Moses, founder of KAM Insight, joins me to unpack the latest findings from their groundbreaking "Drinking Differently" report, produced in partnership with Lucky Saint.
Katie reveals why moderation—not abstinence—is the real story driving the low and no revolution, with 76% of UK adults actively employing tactics to reduce alcohol intake.
We explore the £800 million opportunity pubs are missing by defaulting to tap water, why the over-55s are finally joining younger generations in moderating, and how terms like "zebra striping" and "bookending" have helped the industry understand changing consumer behaviour.
Katy shares crucial insights on what venues need to do to capture this growing market and why flexibility has become the defining word of our drinking culture.
0:00 Katy's story
5:27 Why 'drinking differently'?
9:57 It's not all about Gen-Z
12:13 Flexibility & choice
18:26 Welcome to the over 55s
25:19 The Health Halo
30:47 The language of moderation
36:49 Where to find the report
38:57 The BBQ-Q
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