Consumer drinking trends and habits are changing as we become more conscious of what we are putting into our bodies – whether that is food or drink.
The changing landscape of the food category sees new fad diets and celebrity endorsements cropping up on a regular basis. More and more people are looking at plant-based diets or simply being more aware of having regular vegetarian days, cutting down on red meat and generally being more carb, fat and sugar conscious.
The trend of being much more aware of consumption habits is also one that we are seeing across all drinks categories.
Ask anyone who knows anything about Australia’s alcohol markets, what has been the major consumer trend in recent years, and you would generally expect one answer. Premiumisation.
But what does that trend actually mean?
In the main it means that consumers are drinking less, but spending more. Therefore there is a premiumisation of the category because spending is going up. But the first part of that equation must not be ignored – consumers are drinking less.
As we are seeing in the food categories, consumers are being much more conscious of what they are putting in their bodies, and being much more conscious about what is in the drink they are having.
Look across all categories and you will see how this trend is manifesting itself.
There are changes being highlighted in terms of sugar content, the hops and botanicals being used and in the ABV of drinks.
Not only are consumers thinking about how much sugar is in their drink, but the alcohol content is increasingly important, but it is also something that can be very wide ranging.
Beers and craft beers can vary from one standard drink to over two – in the same sized vessel and it’s a similar story for RTDs. Spirits can be measured easily in terms of one shot equals one standard drink, but what size are you pouring at home?
It’s a similar story for wine. A bottle of wine can range from just over five standard drinks to over eight and insights show that consumers are choosing to abstain when moderation of their favourite drink is too hard, or the format – such as a 750ml glass bottle – doesn’t suit the requirement of just wanting one small drink.
One company who has sought to address all these issues and help consumers easily measure and understand their moderation, is Brown Family Wine Group.
The Group has launched Brown Brothers Moscato One, which comes in two varieties and has just one standard drink per 250ml can, making it a simple choice for consumers.
Emma Brown, Marketing Manager, with Brown Family Wine Group explains: “Moscato One is refreshingly spritzed Moscato and Moscato Rosé in a 250ml can and offers consumers a beverage that suits their more mindful consumption, without compromising on taste.
“Moscato and Moscato Rosé are delicious Italian wine styles that are naturally lower in alcohol. The Rosé is irresistibly fresh with berry and musk character, while the aromatic sweet white has abundant flavours of sherbert and crunchy tropical fruits.
“Served chilled, both wines are great refreshing wines to enjoy with friends as the weather warms up – and you want to know exactly how much you are consuming.”
Brown Brothers Moscato is Australia’s favourite white wine and with this exciting new format, which is available now, consumers can be mindful of their consumption, not compromise on taste and enjoy summer refreshment responsibly.
To find out more about Brown Brothers Moscato One, contact your local Brown Family Wine Group representative.