Young drinkers in America are not tempted by the allure of wine due to perceptions of wine being high-end and the increase in casual nights as a result of the cost of living crisis. However, some brands are looking to reframe wine as an accessible option for emerging drinkers.

As part of a strategy to increase its presence in Australia, Tetley Tea is targeting a younger health-conscious audience seeking non-alcoholic options. It shows a recognition of a burgeoning group of young Aussies turning away from alcohol consumption and seeking healthier ways to form connections.

The pandemic has shifted Americans’ drinking habits, leaving them looking for healthier alcoholic beverages. Sunboy is responding to this demand with a line of spiked coconut waters, giving people the chance to feel better about their drinking habits with a beachside cocktail in a can.

From rare grapes and business ethics to history and heritage, authenticity has become a key element to drinks brands’ success. But with multiple interpretations of what authenticity means to consumers, how can alcohol brands find a way to maximise the buzzword’s potential?