Research by NielsenIQ in the US found that health-conscious lifestyles, GLP-1 medications, and cannabis use are reshaping consumption patterns with small format spirits offering a way to moderate without missing out.
The research from 2025 highlighted a range of purchasing behaviours from consumers opting for single-serves or purchasing a smaller format 375ml bottles.
Nearly half of people said affordability was a key reason for buying smaller bottles, while over 40% cited portion control and occasion fit.
However, this isn’t just a US trend as at the beginning of July spirits giant Diageo unveiled the launch of its multi-brand “Small Bottle, Big Possibilities” initiative the UK.
This has already been launched across more than 230 supermarket stores at Asda, with further activation plans underway with additional UK retail partners, including Tesco and Sainsbury’s.
Diageo made the decision after conducting shopper research across its spirits portfolio that found consumers were increasingly looking for formats that fitted into different occasions and lifestyles.
Smaller bottles were found to be particularly suited to spontaneous social occasions and were typically purchased for same-day consumption, on the way to a party or at-home cocktail-making.
In contrast, larger formats were more commonly chosen during stock-up shopping missions for future use.
Martin Pasco, Mintel Principal Analyst, Food & Drink said that smaller format pack sizes for spirits is an area that brand owners such as Diageo and Pernod Ricard are exploring, given a slowdown in purchases of large formats during a cost-of-living crisis.
“Many spirits drinkers see small format bottles as a low-risk way to try new products, with this sentiment skewing to younger adults,” he said.
“This preference reflects a desire for affordability, convenience, and experimentation without committing to full-sized bottles. It also aligns with younger adults’ curiosity to explore new brands or flavours.”
Mintel’s won data showed that 71% of US dark spirits drinkers agree that small format bottles make trying new dark spirits easy.
“For brands, small format bottles present an opportunity to encourage trial, create excitement, and drive engagement,” Pasco added.
“Brands can use small formats to showcase limited editions, seasonal flavours, or premium offerings.”
It is not just smaller serves for shoppers that is driving this moderation trend but also in the out-of-home sector.
According to mixologist Giorgio Bargiani, Assistant Director of Mixology at London’s Connaught Bar, the shift to smaller serves reflects changing consumer expectations with consumers choosing quality over quantity.
“Smaller serves make premium cocktails more accessible without compromising on the experience,” he said.
“Smaller serves are also a great way to introduce guests to new flavours, giving them the chance to experiment and discover something new before committing to a full-sized cocktail.”
He said the trend mirrors wider changes across food and drink, where tasting menus, sharing plates and smaller-format desserts have become increasingly popular.
