The future of alcoholic beverages 2025

From the living room to the bar, the UK’s drinking culture is in transition. Shaped by rising costs, health priorities, and changing social behaviours, consumers are reassessing not just how much they drink but what, where, and why.

Vypr’s Consumer Horizon: The Future of Alcoholic Beverages explores these shifting dynamics through nationally representative research, revealing how age, gender, and lifestyle are influencing what ends up in the glass.

Inside the report:

🍷 The moderation movement: Two in five adults are drinking less, while many are swapping nights out for drinks at home 

👩‍🎤 Generational divide: Younger consumers experiment with zero-alcohol, seasonal flavours, and mini formats, while older drinkers stay loyal to classics

💸 Price and experience: Nearly three in four (73%) believe pub prices are too high, reshaping when and where they drink

🍋 Flavour reigns supreme: From gin with lemonade to toffee apple shots, taste remains the top driver across all categories