How the beverage industry reacts to changing consumer trends

For many, it rarely feels like to have a conversation about alcohol, without moderation, NO and low as well as health and well -being. But how does the industry react to these constantly changing requirements? Sophie Arundel examines in this year's wine Paris.

One of the many miracles to go through an international trade fair is the chance to listen to the largest selection of perspectives on the state of the market and listen to how people and companies react to pressure. Some only see challenges and focus on the demise and darkness of the current climate. Others represent a more optimistic view and see changes and trends as an opportunity to innovate something new, to adapt and try it out.

The path first, the latest IWSR Bevtrac 2024 Wave 2 report confirms that the drinking habits of consumers carry out a significant shift, the moderation becoming a defining trend. Light drinkers that are defined as those who drink rarely and in small quantities are now making the largest proportion of consumers in 15 key markets.

This trend was a hot topic at Wine Paris 2025, in which the industry leaders discussed how developing behaviors shape the future of the beverage sector. As emphasized during a geopolitical conference, consumers of younger legal alcohol consumption (LDA+) drink less than earlier generations and often choose to do without periods. In India, for example, 71% of the wealthy urban drinkers stated the highest rate in the markets examined. The trend is also evident in South Africa, Mexico and Brazil, where more than half of the drinkers temporarily contain, also confirms the IWSR data.

Miles Beale, Managing Director of the WSTA, asked the industry to rethink how it includes drinkers. “People drink less, but they drink better. In the UK, alcohol consumption has fallen 20% in the past 20 years. It is unlikely that this trend will change. “

His advice? Just hold it. “I love wandering around Wine Paris, but there are so many products in which people speak in detail about the wine manufacturing process, the vineyard, the terroir. If you want younger consumers to drink as much wine and spirits as earlier generations in the future, they have to make it much easier for them. “

With the shift in trade dynamics, the aspiring technology and the developing consumer habits, the beverage industry faces challenges, but also opportunities. As Beale put it: “If we can apply some of our clever marketing heads to really simple messaging, the effects could be very great.”

No and low – it is here in the long run here

The no-alcohol segment proves that it is not just a fleeting trend. A quarter of the drinkers in the latest surveyed markets from IWSR are now consuming ni alcohol-free drinks, with particularly high introduction to Spain in Spain (40%) and Germany (44%). North America caught up and participation doubles compared to the previous year, although it is still behind Europe. Nastial alcohol beer continues to lead the category, while no-alcohol-spirits in the USA, Great Britain and Germany are gaining traction.

For many manufacturers, adaptation to this trend is the key. Antoine Weels, head of international development at Dev'Up Center-Val de Loire, said: “The no-alcohol movement is here and it is happening.” Loirewines, he explained, of course, had a lower alcohol content and made it well suited for the shift. “We constantly keep an eye on the trends to see which technology we have to implement to create wines that people want, and if that is not and low, be it.”

For example, Catena Zapata also assumed movement with a new range of 0% and low alcohol under the Domaine e de M brand. In the meantime, Rudolphe Lameyse, CEO of Wine Paris, simply said: “We have to adapt to protect the market and find new opportunities.”

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