114: £800 Million Lost, Over-55s Join In & Why "Drinking Less" Is the Wrong Term

Send me a message 🤗Katy Moses, founder of KAM Insight, joins me to unpack the latest findings from their groundbreaking "Drinking Differently" report, produced in partnership with Lucky Saint. Katie reveals why moderation—not abstinence—is the real story driving the low and no revolution, with 76% of UK adults actively employing tactics to reduce alcohol intake. We explore the £800 million opportunity pubs are missing by defaulting to tap water, why the over-55s are finally joining younger generations in moderating, and how terms like "zebra striping" and "bookending" have helped the industry understand changing consumer behaviour. Katy shares crucial insights on what venues need to do to capture this growing market and why flexibility has become the defining word of our drinking culture.0:00 Katy's story5:27 Why 'drinking differently'?9:57 It's not all about Gen-Z12:13 Flexibility & choice18:26 Welcome to the over 55s25:19 The Health Halo30:47 The language of moderation36:49 Where to find the report38:57 The BBQ-QGet the KAM Insights Low+No Report Also mentioned:Trip*Lucky Saint Lemon*Everleaf* Join the membership and get the resources you need to make the change you want - https://mindfuldrinking.substack.com/s/the-vault ===You can email me at [email protected]===🗝️ Join the membership and unlock full access to The Vault - https://mindfuldrinking.substack.com/s/the-vault===*Some links are affiliate links. If you make a purchase, I may earn a commission that helps me keep the show going. Thank you.