Winning shoppers through key consumer trends

With economic pressures gradually easing and consumer confidence on the rebound, liquor retailers have a timely opportunity to reignite revenue growth.

According to Circana’s Rewired: Finding Growth in the Future of Retail Outlook Report, the key to success in 2025 lies in aligning with the evolving mindset of modern shoppers – those seeking escapism, aspiration, and proactive self-care.

To unpack how retailers can meet these shifting demands, National Liquor News spoke with Alistair Leathwood, Head of Media Analytics and Insights at Circana, about the strategies that will help stores stay relevant and thrive in the year ahead.

Nostalgia and escapism

Consumers are increasingly seeking comfort through familiar experiences, especially when it comes to indulgences like alcoholic beverages.

“Liquor brands can leverage nostalgia by reviving classic packaging and recipes that evoke fond memories and a sense of familiarity among consumers,” Leathwood told National Liquor News.

He explained that storytelling rooted in cultural heritage and personal memory creates a deep emotional bond, fostering trust.

“This strategy taps into the desire for escapism, providing comfort through the reassurance of timeless quality and tradition,” he said.

Retailers can harness this by prominently featuring heritage brands, retro-style displays, or ‘throwback’ promotional events. Curating a nostalgic shelf experience is more than just aesthetic – it’s a powerful way to connect with consumers on a deeper emotional level.

Elevating at-home experiences

With dining out remaining an occasional luxury, at-home experiences are still in the spotlight. Retailers are in a prime position to help customers recreate a sense of indulgence in their own spaces.

“Liquor retailers can inspire customers by curating exclusive tasting events and offering high-quality, informative content that showcases the craftsmanship and unique qualities of premium spirits,” said Leathwood. He added that providing expert tips on serving and pairing, along with luxe home bar setups, helps elevate the experience.

“Retailers can also introduce limited-edition collections and personalised recommendations that resonate with consumers’ aspirations for sophistication and exclusivity,” he told National Liquor News.

By positioning themselves as lifestyle curators rather than just product suppliers, liquor retailers can capture aspirational spend and reinforce brand loyalty.

The rise of proactive self-care

Health and wellness continue to reshape consumer habits, with more Australians seeking mindful choices without sacrificing enjoyment. Leathwood noted that liquor retailers can meet this demand by diversifying their offering.

“Retailers can tap into the proactive self-care trend by introducing low-alcohol and alcohol-free options that cater to health-conscious consumers,” he said. “They can also highlight products that have low or zero sugar as well as low in carbs or ABV as another way to connect with consumers who are mindful.”

Highlighting sustainable practices and natural ingredients is also a smart move. These align with today’s self-care ethos, which blends personal wellness with environmental responsibility.

Importantly, these offerings should be positioned alongside traditional favourites – not as alternatives, but as complementary options that cater to a broader range of needs and occasions.

Personalisation through data

As competition intensifies, the ability to deliver hyper-personalised experiences will become a major differentiator. Leathwood emphasised that data is the linchpin in making this happen.

“Liquor retailers can harness data analytics to gain deep insights into consumer preferences and behaviours, enabling them to predict trends and tailor their offerings accordingly.”

Alistair Leathwood

“By leveraging customer data, retailers can create personalised recommendations and targeted marketing campaigns, enhancing the shopping experience.”

Whether it’s recommending a new gin based on past purchases or creating targeted bundles for at-home cocktail nights, these tailored touchpoints boost both loyalty and satisfaction.

Strategic growth in a shifting economy

While the economic landscape is improving, Leathwood underscored that brands and retailers need to act now to position themselves for long-term success.

“Optimising the experience economy is key as shoppers want ultimate value from their purchasing decisions,” he told National Liquor News. “Brands will need to capitalise on the power of subconscious commerce to engrain themselves into daily life.”

Sustainability, flexible brand models, and a focus on rapid delivery and analytics will all play critical roles.

“There is a lot for brands to consider but doing this early in the year will set them up for success and potential growth,” said Leathwood.

For retailers, now is the time to combine data insights with experiential retail and values-based marketing. In doing so, they can become more than a place to purchase liquor – they can be trusted partners in customers’ lifestyles.