A survey of 2,000 respondents from drinks importer-distributor Paragon Brands has shown an alcoholic miniaturisation movement, spearheaded by the growing popularity of ‘Baby Stout’.
The data shows that as many as 47% of British consumers want a smaller version of their favourite tipple, with 63% of Gen Zers keen to try out a ‘baby’ alcoholic beverage.
The research has also flagged opportunity for cocktail shooters – a shot which combines a mixture of multiple spirits – over spirit shots, with 49% saying they prefer the former due to its ‘appetising taste’.
‘Drink accessorising’ has been pinpointed as one of the reasons behind mini drinks, with one in six (15%) saying they opt for ‘baby shots’ so they can post pictures on social media. This driver increases among 35-44-year-olds (28%).
Although there has been a movement towards low and no alcohol options, Paragon Brands said its research found there is still a culture of drinking among Brits, with 91% drinking alcohol on a night out – and shots still playing a big role in the occasion.
Shots are particularly popular among young adults, with 69% saying they choose this form of drink on a night out – more than double the national average (34%).
On average, Brits look to spend £2.63 on shots, but this figure is highest in the nation’s capital, with Londoners revealing they are willing to spend around £3.36.
Among the brands that have tapped into this mini trend is Licor 43, which has launched its Baby Lager, containing notes of vanilla and Mediterranean citrus, topped with cream liqueur.
Chris Jones, managing director of Paragon Brands which distributes Licor 43 in the UK, said the report shows a “significant shift in consumer trends for shot drinkers in the UK”.
He continued: “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.
“With this 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.”
