We know the alcohol industry is changing fast. And now more than ever, understanding your audience is essential.  

But it’s not enough to just know that people drink – you need to truly understand who they are, why they buy (or don’t), and what drives their choices. This kind of insight can be the game-changer between a brand that thrives and one that struggles.  

And that’s where we can help, through our access to tools like Global Web Index, expertise in consumer profiling and data and insights, we’ve helped brands like The Macallan, Ben Lomond Scottish Gin, and Isle of Harris Gin enhance their audience understanding – and as a result, drive more impactful campaigns and achieve results.  

Who’s drinking in 2025 and who’s not? 

It’s clear consumer behaviours are shifting, opening opportunities for brands that stay ahead of the curve. Using our insights from Global Web Index (GWI) we’ve identified some current trends: 

• The rise of sober/sober curious generations: Around 20% of the population now chooses not to drink, with this number growing particularly in the younger generations. This shift presents a huge opportunity for innovation in the no and low-alcohol space. 
• Spending power matters: It's no surprise that higher earners are the more likely demographic to drink, influenced by both the price point and other social factors. This offers a unique opportunity for more premium products to focus in on their niche and really establish their positioning.  
• Aging audiences are key players: Older generations are drinking more regularly, making them a critical demographic for brand engagement. This ties in with our insight into spending power and social factors. They’re a generation that grew up immersed in drinking and should be considered a valuable audience.   
• All eyes on beer: Beer remains the top choice among drinkers, followed by wine and then spirits. However, niche markets like non-alcoholic beer are growing fast, up 16% since 2019. Guinness is a great example of playing into this, marketing their 0% alcohol beer around key moments like the 6 Nations. 

The why, and the what. Not just the who. 

The key takeaway here is that understanding your audience goes beyond simply knowing who drinks – it’s about uncovering their deeper motivations, tastes, behaviours, and cultural influences. What drives their choices? What moments matter most to them? The more we understand about your customers, the better we can help position your product in a way that authentically connects with them, drives engagement, and ultimately boosts brand loyalty. 

This is all great, but how can you apply this to your brand or product? 

Go beyond demographics 

Understanding your audience goes beyond just age and location — it’s about their mindsets, motivations, and lifestyles. Consumers make choices based on emotions, values, and cultural influences, and it’s important to take the time to not only understand all these factors, but apply them to your marketing. And we know that small tweaks to creative and copy to make them culturally and socially relevant can take your campaigns to the next level. 

Data & insights 

We talk a lot about GWI but it’s for a good reason. Tools like GWI, social listening, and gathering first-party data help provide accurate audience understanding, showing behavioural patterns and emerging trends. And by using these insights, we can make data-driven decisions that enhance targeting, refine messaging, and improve overall engagement. 

Use analytics to refine strategy 

Leading on from our love for data and insights... purchase behaviours, engagement metrics, and sentiment analysis help us understand what’s working and where to pivot. Brands that continuously analyse and optimise their strategies can fine-tune campaigns for maximum impact and ROI.  

Staying ahead of trends 

It’s a busy world out there. Consumer preferences are constantly changing, from shifting attitudes toward alcohol to the rise of wellness-conscious choices. By aligning with cultural movements and emerging trends that resonate with your audiences, you can stay relevant, potentially capture new consumers, and position yourselves as industry leaders. 

Let’s shape what’s next 

We help brands not only gather these insights but turn them into actionable strategies. With the expertise of our team and real-time insights from tools like Global Web Index, we’re here to help you stay ahead of the curve. Ready to take your brand to the next level? Get in touch and let's shape what’s next together.