Challenges in the Adult Beverage Market
In a tough economy, many consumers are saving money by focusing on essentials rather than luxury items, and alcohol is often one of the first items to cut when budgets tighten.
According to Inmar Intelligence’s 2025 report, "The Future of Adult Beverage Marketing," alcoholic beverage purchases are down 3% year over year (NielsenIQ), but the decline is not necessarily a defeat for the industry. It does, though, present some challenges.
One key challenge: reduced consumption. About 32% of current BevAlc buyers said they’ve decreased their intake for health reasons. However, 65% of them indicated they might return, leaving brands with potential opportunities to connect through lower- or non-alcoholic options during times of decreased consumption.
The report also found that current messaging often misses the mark.
- 83% of non-drinkers said they see alcohol ads, and
- 85% of those said the messages don’t influence them.
Better targeting is crucial to ensure advertising genuinely connects with the appropriate audience.
The study also noted the importance of context:
- 61% of consumers said their drinking habits vary by season,
- 80% adjust based on occasion, and
- 50% choose different beverages at home than they do at bars or restaurants.
If brands overlook these nuances, they risk losing relevance and share of mind.
White Claw’s Success Story
Inmar Intelligence highlighted Mark Anthony Brands as an example of success for how the company addressed some of these concerns through contextual, moment-based targeting. The approach drove more than $13 million in incremental sales for all White Claw products, $1.97 million in attributable sales, and delivered a 6.24x return on ad spend.
“We’ve built out a portfolio that meets consumers wherever they are, whether they’re choosing not to drink, looking for something sessionable, or wanting a higher-ABV option,” said Sami Leibow, associate, shopper marketing with Mark Anthony Brands. “And from a messaging standpoint, we tailor communications based on context. It’s all about giving consumers choice while staying within the brand — the idea is flexibility in product, but consistency in identity.”
3 Strategies for Brands
Drawing on the insights gained from Mark Anthony Brands, the report identified three data-driven strategies that BevAlc brands can employ to achieve long-term growth moving forward.
- Justify Your Brand’s Value Across Need States and Occasions. Showcase products together within marketing messages, emphasizing that consumers have options for whatever fits the moment.
- Refine Targeting and Insert Your Brand Into the Right Conversations. Utilize past purchase data to target potential audiences (lapsed or light drinkers) and combine this with incentives and emotion-driven touchpoints.
- Time Campaigns to Moments That Matter. Focus on creating dynamic content that transitions from weekday wellness to weekend indulgence and aligns with seasonal or local events.
