24 Jun 2019 --- NPD in the alcoholic beverage category is connected with mindful drinking, a concept that encapsulates low- and no-alcohol, mainly driven by younger people who just aren’t as interested in alcohol as previous generations. This has led industry to innovate to appeal to cohorts of health-conscious consumers who are driven by health and wellness trends, as well as the “experience” surrounding drinking alcohol. These consumers are not necessarily tee-total but do need something a little more sophisticated to tempt them to the bar.