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- Young people around the world are drinking less and less.
- Several reports attribute these changes to broader social, cultural, technological and economic changes.
- Alcohol brands still hope to maintain and grow their market share among younger consumers.
Sobriety is a word that was once associated with recovering addicts, and now, its definition has broadened to include a growing movement of people who choose not to consume alcohol, even if they aren't battling addiction.
The growing movement is called being sober curious or sober conscious, and more and more young people are participating as the movement becomes more mainstream.
The Conversation reports that young people in Australia, the UK, Nordic countries, and North America have, on average, been drinking significantly less alcohol than their parent's generation did when they were a similar age.
The publication cites several reports and attributes this to broader social, cultural, technological and economic changes.
Despite these trends and data, alcohol brands have not only forged on and released new products but are marketing these products towards the same group of people who are turning away from drinking.
Earlier this year, cognac brand Martell launched their Blue Swift variant. A spirit aimed at young, upwardly mobile people and the brand even chose Nigerian musician Davido as the brand's ambassador.
READ MORE | A dark history of alcohol dependency: Does SA have what it takes to sober up?
Russian Bear Vodka also recently partnered with local music duo Blaq Diamond ahead of this year's Afro Nation event.
Jägermeister has rebranded as the drink of choice for Amapiano fanatics, and Heineken recently launched their Heineken Silver which was "crafted for a new generation to enjoy; it is an easy-to-drink, extra-refreshing 4% beer designed to be more accessible, for more consumers."
Considering the cultural shift around alcohol consumption, the brand believes this new release is "set to captivate a younger audience that seeks a beer that satisfies their taste buds but also aligns with their desire for moderation and style."
Marcel Swain, Head of Marketing at Heineken, said he is proud to introduce the innovative alcoholic beverage to Africa, where beer culture is vibrant and ever-evolving.
Speaking to News24, Swain said, "We've taken the data into account globally and in South Africa. The global trend is that the younger generation is looking for non-alcoholic options. Some of them are even stopping drinking completely. We have the Heineken 0.0 offering, so we do cater for that market."
"Specifically here in South Africa, we have a big market of sessionable or easy drinking and there are currently some people who love the Heineken brand because they love it, but they, maybe, don't enjoy the taste. So what we're doing is that we're offering that taste in Heineken Silver to really allow individuals to come into the Heineken portfolio and enjoy all we have to offer."
READ MORE | Sober curious: What does it mean and where do I even begin?
Heineken brews this new variant using an ice-cold process at -1°C.
The brand proudly emphasises how this brewing style "is the first of its kind to be introduced on the African continent" and believes that this showcases its commitment to pushing boundaries and continuous innovation.
"What truly sets Silver apart is its unparalleled smoothness, providing a truly elevated drinking experience and through a distinctive brewing process, this refreshing beer achieves an extraordinary level of crispness that tantalises the taste buds with each sip."
