found, it’s not teetotallers driving global growth, but Millennials cutting back on their consumption: 78 per cent of no- and low-alcohol consumers also drink full-strength alcohol.
“You can still have that feeling of having a beer and take the edge off, without having something bad.”, and Australians aged 18-44 are twice as likely to consume zero- and low-strength alcohol compared with those aged over 45. “It’s this changing view on alcohol as not being the only kind of socially acceptable substance that we can use to augment our social experiences,” he said.The main drinkers of Heaps Normal, Miller said, were craft beer lovers and Millennials, followed by Gen Z – which is limiting its alcohol intake.
Both Heaps Normal and Free Time are made using maltose-negative yeast which cannot ferment complex sugars, leading to a lower alcohol content.