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.

Gen Y and Z TikTok users are reviewing their relationship with alcohol in the form of 'damp drinking'. With 12 billion views on the platform, the movement has tapped into a burgeoning rejection of alcohol and drinking culture, as people prioritise health and choosing their own path.

As craft culture booms and people's drinking habits are transformed, many are looking to explore alternative beverages that fit their lifestyles. PRESS, a female-founded hard seltzer brand, is appealing to discerning Gen Yers through its unique flavors and premium positioning.

Alcohol has long been central to Australian culture – from celebrations and commiserations to casual social get-togethers. However, amid increasing focus on health and self-care, young non-drinkers and a wave of no- and low- alcohol options are on the rise. How can beer brands appeal to this shift?