Today's punters are demanding more from brands, according to new research that shows customers gravitating towards businesses that engage with their values.  

William Grant & Sons' Trending 2020 Report identifies a customer type it calls the "Active-ist Consumer", which it says emerged last year. Among the report's key findings were that:

  • 80 per cent of millennials are always looking for unique experiences and adventure
  • 47 per cent of UK consumers agreed they like consumers to have a point of view and stand for something
  • 73 per cent of UK consumers want brands to be socially responsible as well as environmentally responsible.

The report also highlighted some positive news for the pub trade, with beer, wine and spirits sales in the on-trade up 3.2 per cent in terms of value in the year to June 2019. 

It also highlighted a spirits sector going "from strength to strength", up 6.3 per cent from last year, with gin set to overtake vodka as the biggest spirits category next year. Total premium spirits were up 16.3 per cent.

Neil Barker, managing director for William Grant & Sons UK & Ireland, added: "Continued growth in the premium drinks sector reflects an increasing desire to prioritise quality over quantity. People are drinking less, but better, seeking out authentic quality brand experiences that deliver against values that are important to them."