The future of drinking is intentional, experiential and anything but boring - Insights from BREW//LDN

Takeaways from KAM Insight's Breakfast Briefing at BREW//LDN - the UK's Largest Craft Drinks Festival - April 2025

We attended BREW//LDN and KAM Insight’s recent drinks industry event, in the glorious London sunshine looking out at the iconic London Eye at Between the Bridges. The event was packed with a line-up of brands, drinks buyers, distributors, and publicans who unpacked the shifting values, economic pressures, and cultural reinvention, going on in alcohol.

While the media is scattered with clickbait headlines around the ‘death of drinking’, the reality is actually something far more nuanced.

We’ve pulled out three key trends redefining the drinks landscape and what each mean for brands today.

1. Active moderation is driving choice

It’s no secret that Brits are drinking less. But the real story is subtler - 74% of UK adults now say they are actively moderating their alcohol intake. That doesn't mean they're all teetotal; rather, they’re more intentional in when, how, and what they drink.

Younger generations are driving this shift, with motivations ranging from mental health and self-image to control over their behaviour. 18–24-year-olds remain the most frequent visitors to pubs and bars. So no, the pub isn’t dying - it’s just no longer centred around “booze-first” experiences.

For brands, these shifts demand a fresh approach. The rise of “zebra striping” (alternating between alcoholic and NoLo drinks throughout the night) and “coasting” (sticking to mid-strength options all evening) highlights the need for versatility and range in drink menus. NoLo drinks can no longer be treated as secondary, they must be premium, thoughtfully branded, and served with the same attention to detail as traditional alcoholic offerings.

Ultimately, intentionality is everything. Alcohol is no longer the main event, but a supporting act in a broader, more considered experience.

2. Premiumisation is alive and evolving

Even with an ongoing cost-of-living crisis, consumers are still willing to spend more on drinks, if the experience delivers. We’re seeing a dual behaviour: trading down for everyday affordability but trading up for moments that matter.

World lagers and premium mid-strength offerings are hitting a sweet spot. But today’s premium is about more than just price - it’s about provenance, sustainability, and personalisation.

Over half of pub-goers (52%) want to personalise their drinks, whether that’s tweaking flavours, adjusting alcohol levels or even choosing their preferred glassware. Increasingly, sustainability is shaping decision-making - not just as a nice-to-have, but a driver. Thirty-six per cent of customers consider it when choosing a venue, and 46% say they’d pay more for sustainably sourced drinks and food.

3. Drinking is becoming a curated experience

One of the most exciting trends? The shift towards experience led drinking. Whether it’s NYC’s menu-less “Atta Boy” bar, serving up mood-based cocktails, or TikTok-fuelled drinks curation (think liquid mayonnaise) people are seeking drinks that match their vibe.

The explosion in NoLo and functional drinks is part of this. Whether it’s CBD-infused spritzers or drinks promising clarity, calm, or creativity, consumers are getting more experimental - but also more emotionally engaged.

For brands, the challenge now is to go beyond simply serving drinks, and become curators of experience. Consumers are looking for storytelling, presentation, and even rituals that make their choices feel memorable. This is especially true for Gen Z, where wellness and socialising are blending, making variety in NoLo and functional beverages a must – something that CBD brands like Trip are leading the charge in.

The shift is clear: it's no longer just "pint or prosecco?"- it's about creating moments. Personalisation, mindfulness, and intentionality are redefining what a great drinking experience looks like.

If there’s one thread connecting all these trends, it’s intentionality. Whether that means moderating alcohol, paying more for sustainability, or curating a night around experience, today’s drinkers are more mindful than ever.

For drinks brands and venues, this is a chance to get creative, show empathy, and lead culture rather than chase it.