New data has revealed that 63% of British Gen Z consumers are seeking ‘baby’ versions of their favourite alcoholic drink.
Latest data by leading drinks importer-distributor, Paragon Brands, has revealed that almost half of Brits (47%) want a ‘baby’ version of their favourite alcoholic drink, with the largest consumer group turning to the trend falling within the Gen Z demographic.
The survey of 2,000 respondents also discovered that a third (33%) of Brits now prefer cocktail shooter shots – a shot which combines a mixture of multiple spirits – over regular shots, with almost half the nation (49%) preferring a cocktail shooter shot due to its ‘appetising taste’.
Chris Jones, managing director of Paragon Brands, said: “Our report has shown a significant shift in consumer trends for shot drinkers in the UK.
“The data has shown the growing popularity of people enjoying the taste of a shot, with the rise of ‘miniature’ cocktail shooter shots, meaning consumers now value taste and aesthetic when purchasing a shot.
The research also found that nearly one-in-six (15%) survey respondents also said they drink miniature shots so they can post pictures of the drink on their social media, with nearly a third (28%) of those aged 35-44 saying that’s why they buy the shot.
It may therefore comes as no surprise to see more alcohol brands opting for more aesthetically pleasing cocktail shooter shots, with a larger focus on the taste and look of the drink.
Despite recent trends of low-and-no alcohol options becoming more readily available to consumers, 91% of Brits are found to drink alcohol on nights out, with shots still playing a big role in the occasion.
Baby Lager
The trend is believed to have been driven by the popularity of the Baby Guinness (a shot made with coffee liqueur and a float of Irish cream), and so with more than six-in-10 Gen Z consumers revealing they would try a ‘baby’ version of their favourite alcoholic drink, liqueur brand, Licor 43, has created its own take on this trending beverage.
Licor 43’s Baby Lager is an ‘eye-catching twist’ on a pint of lager.
Licor 43 contains notes of vanilla and Mediterranean citrus, and is said to ‘pair perfectly’ with cream liqueur – a key ingredient favoured by the Gen Z consumer demographic.
The Licor 43 Baby Lager is made by filling the bottom of one of Licor 43’s bespoke miniature lager glasses before being topped up gently with cream liqueur, allowing it to float on top of the liqueur thereby giving it the same appearance as a pint of lager in miniature form.
Jones said that with this growing trend in mind, “we know Licor 43 Baby Lager will be one of the hottest trends this year. A great looking and tasting cocktail shooter, loved by consumers and easy to make by bars. It couldn’t be simpler to make your own aesthetic Baby Lager to enjoy responsibly for summer 2024.”
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