KAM hosted their 4th annual Low & No event in partnership with Lucky Saint, at which they shared headlines from their latest research study: 'Low & No 2023: The Customer Perspective'. An audience of over 180 operators and brands gathered at the beautiful Westminster Chapel to discover the customer behaviours that are driving the movement of moderation - especially in the younger generations that are coming through the doors today.

The research study, which covered a sample of over 550 UK adults (+18), was presented by KAM's Strategy & Insight Director, Blake Gladman. The message was clear: moderation is now mainstream, with 3 out of 4 consumers moderating their alcohol intake to some degree. Gladman reviewed how the hospitality industry needed to be faster on the uptake of catering of this market as 1 in 4 consumers who don't drink alcohol are reporting that they're still defaulting to tap water. There's a missed revenue opportunity of £800m to the sector.

The panelists and speakers from the day agreed with the research that visibility, range and staff training about products are three key barriers.