Consumers worldwide spent $4.2 trillion on wellness-related products and services in 2017, a 13% jump from 2015, according to the Global Wellness Institute. While alcohol is not a health-beverage, brands are finding ways to market to this growing industry.
The target consumer in this case, is one that plans to drink but wants the healthiest option. To reach this audience, alcohol companies are appealing to athletes, reducing ABV and adding ingredients also found in sports drinks.
Source: Seven Fifty Daily, March 2020