👉 Background: Endeavour Group is the Aussie alcoholic drinks retailer, hotel owner and pokies operator. The company spun off from Woolies last year, sending a tasty $2 billion back to shareholders.

👉 What happened: Endeavour is the owner of Dan Murphy's and BWS but weathered some big changes in its revenue mix during COVID.

• Everyone heading to its bottle shops to buy seltzers for their government-sanctioned picnics
• Nobody visiting its hotels.

👉 What else: Endeavour is seeing even more changes to consumer spending - because low and no alcohol bevs are the flavour of the moment. In fact, five out of its top 10 fastest growing subcategories fall under this umbrella! And it's part of an industry-wide trend.

What's the key learning?

💡More and more people are frothing bevvies without the booze, and it’s not just Aussies that are driving this change in the market. The global non-alcoholic beverages market is expected to reach US$1.36 trillion by 2030.

💡One theory is that being locked down prompted some of us to become more mindful about our drinking habits and the younger generation are drinking less too.

💡Get this: one in three pub visits in the UK are now alcohol free. And if two countries known for their drinking culture like the UK and Australia are getting on board, this could take off around the world.