Health & wellness is no longer just about abs and antioxidants—it’s about agency. And while the narrative around drinking out has often clashed with wellness culture, there’s a shift underway. For the on-premise, this isn’t a threat—it’s an invitation.

🌱 Wellness Is Winning… But So Can We

• Global wellness economy = $6.3 trillion and growing 9% YoY (Global Wellness Institute).

• Beer and spirits sales dipped by just 0.9% last year—hardly a collapse.

• High-spending consumers are investing more in wellness (+20%, Bupa), but not necessarily less in going out.

• Wellness is today’s status symbol, but what defines wellness is increasingly subjective.

🚫 Debunking the Threat Narrative

• Yes, some young people drink less—but “less” doesn’t mean “none.”

• Weight-loss meds and sober trends may dominate headlines, but indulgent dessert bars and cigfluencers are trending too.

• Vegan restaurants and dry bars are closing, while experience-led venues are expanding.

• The real currency? Time. Quality, not just “clean” living, defines modern wellness.

🔄 Reframe the Role of the On-Premise

• Wellness = time well spent, not money well saved.

• Going out is self-care, when it means laughter, connection, and escape from screens.

• Mental health moments happen over a pint with a friend, not in a mindfulness app.

• Consumers want deliberate choices, not denial. One mindful cocktail > three regret-fuelled shots.

💡 How the On-Premise Can Tap the Trend

• Promote “positive drinking”: less about quantity, more about meaning.

• Design spaces that encourage connection—garden terraces, cosy booths, communal tables.

• Build menus that flex with the mood: low-ABV, no-ABV, but also full-flavour indulgence.

• Shift language from “guilt” to “goodness”: highlight joy, not virtue-signalling.

📊 Insights to Action: CGA’s Research Backs It Up

• Quality time with loved ones ranks higher as a “treat” than self-care rituals.

• Consumers want experiences that feel nourishing—emotionally, socially, mentally.

• The wellness backlash is real—and ripe for smart brands to respond with balance, not binaries.

🧠 Merch & Effect POV

We believe the on-premise is uniquely placed to thrive in this new wellness era—not by fighting the narrative, but by owning a better one.

Wellbeing isn’t about green juices or gym check-ins—it’s about feeling good. And what makes people feel good? Being seen. Being with others. Stepping outside of routine. And yes, sometimes, sharing a beautifully crafted cocktail in a space that feels as good as it looks.

This is the age of positive drinking—a movement rooted in purpose, place, and presence. For brands and venues alike, it’s time to lean into joy, not just moderation. To offer spaces and moments that make consumers feel not just well—but alive.

Let’s stop seeing wellness as the enemy of alcohol. It might just be our best collaborator yet.