More than 6 in 10 Gen Z want ‘baby’ versions of their favourite alcoholic drink

Latest data by leading drinks importer-distributor, Paragon Brands, has revealed that almost half of the nation (47%) want a ‘baby’ version of their favourite alcoholic drink.

Driven by the immense popularity of Baby Stout, a large shift in consumer trends has been seen with a growing number of consumers opting for miniature versions of their favourite alcoholic beverages.

The survey of 2,000 respondents, also discovered that a third (33%) of Brits now prefer cocktail shooter shots – a shot which combines a mixture of multiple spirits – over regular shots, with almost half the nation (49%) preferring a cocktail shooter shot due to its appetising taste.

With over six in ten Gen Z consumers (63%) revealing they would try a ‘baby’ version of their favourite alcoholic drink, the world’s fastest-growing liqueur brand, Licor 43, has created their own take on this trending beverage. Introducing the Baby Lager, an eye-catching twist on one of the nation’s favourite drinks, a pint of lager.

Licor 43 contains notes of vanilla and Mediterranean citrus, pairing perfect with cream liqueur – a key ingredient favoured by the Gen Z consumer demographic.

The Licor 43 Baby Lager looks as good as it tastes and it’s easy to make. Simply take Licor 43 and a signature Baby Lager glass, fill the bottom of the glass with golden Licor 43 spirit and top up with cream liqueur, giving customers the perfect Baby Lager.

Interestingly, nearly one in six (15%) of survey respondents also said they drink miniature shots so they can post pictures of the drink on their social media, with nearly three in ten (28%) of those aged 35-44 saying that’s why they buy the shot.

Therefore, it comes as no surprise to see more alcohol brands opting for more aesthetically pleasing cocktail shooter shots, with a larger focus on the taste and look of the drink.

Despite recent trends of low and no alcohol options becoming more readily available to consumers, over nine in ten (91%) Brits drink alcohol on nights out, with shots still playing a big role in the occasion.

When enjoying tipples on a night out, nearly seven in ten (69%) young adults choose to drink shots, which is over 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.

It is believed that the consumer shift is primarily due to the demand for more exciting and aesthetic shots, with customers happy to pay more for luxuries such as ‘baby’ shots.

Chris Jones, Managing Director of Paragon Brands who distribute Licor 43 in the UK, said: “Our report has shown a significant shift in consumer trends for shot drinkers in the UK.

“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. It couldn’t be simpler to make your own aesthetic Baby Lager to enjoy responsibly for Summer 2024.”

Licor 43 is available from Asda, Amazon, all good retailers and on-trade wholesalers. ABV: 31% RRP: £21