PESTLE in Action | Falling Demand for Alcohol Amongst Younger Brits

According to new research, 26% of people in the UK aged between 16-24 are fully teetotal.

This is one significant factor that will concentrate the minds of marketing strategists at leading alcohol brands as they map out the key external influences impacting their businesses.

As this article in The Guardian explains, the decline in alcohol consumption amongst younger people has been a longer-term trend rather than something triggered by pandemic lockdowns or the cost of living crisis.

The article author considers at some length a variety of reasons why young people might be turning away from alcohol consumption.

However, for business students, perhaps the bigger question is what opportunities does this social trend provide?

Whilst you consider that, I'm going to settle down with a bottle of Cobra Zero to help wash down my evening curry...