Question 1

What drives alcohol purchase decisions?

Accepted Answer

Alcohol purchases are driven by occasion, social context, flavour preferences, brand perception, price point, and increasingly by health and wellness considerations.

Question 2

How is moderation affecting alcohol categories?

Accepted Answer

Moderation trends are driving growth in low-alcohol and non-alcoholic alternatives, premium quality-over-quantity positioning, and mindful drinking occasions.

Question 3

What alcohol categories are growing?

Accepted Answer

Growth categories include premium spirits, craft beer, ready-to-drink cocktails, non-alcoholic alternatives, and functional beverages with alcohol.

Question 4

How do consumers choose between alcohol brands?

Accepted Answer

Brand choice in alcohol is driven by occasion appropriateness, taste preference, perceived quality, social signalling, and value perception at different price tiers.

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