"Daycap" Drinking Culture Gains Traction, Prioritizing Health

Centered around Gen Z, the 'daycap' drinking culture, which involves enjoying drinks lightly during the day or early evening, is spreading. This choice by the younger generation reflects a desire to manage their daily lives and health, aligning with a drinking trend that prioritizes experience and atmosphere over mere intoxication. Compared to older generations, younger people tend to drink less overall but distinctly value experiential elements like atmosphere and social settings when consuming alcohol. Caroline Begley, Absolut's US Marketing Vice President, noted a significant increase in instances of enjoying drinks at daytime gatherings like brunches.

According to a trend report by rum brand 'Bacardi', about 34% of Gen Z consumers of legal drinking age prefer drinking in the early evening rather than late at night. Anthony Avilés, Director of Food and Beverage at 'The Rittenhouse Hotel' in Philadelphia, stated that daytime gatherings offer the flexibility to return home early, aiding in managing mental health and avoiding hangovers. Against this backdrop, demand for low-alcohol and non-alcoholic cocktails (mocktails) suitable for daytime consumption is surging.

In South Korea as well, driven by the 'healthy pleasure' trend among the younger generation pursuing both health and enjoyment simultaneously, changes are emerging in drinking habits. A report by NH Nonghyup Bank shows that spending at bars and pubs by individuals in their 20s decreased by 20.9% last year compared to the previous year, while spending by those in their 30s fell by 15.5%. Over the same period, alcohol purchases also decreased by 7.9% for those in their 20s and 4.5% for those in their 30s. The domestic market for non-alcoholic and low-alcohol beer expanded from 41.5 billion won in 2021 to 64.4 billion won in 2023.