KAM and Drinkaware

KAM and Drinkaware are research and moderation-focused organizations that collaborate to track consumer behavior regarding alcohol consumption.

In the context of the beverage industry’s structural shifts, they are notable for a pivotal March 2026 study analyzing the glp-1-impact-on-alcohol-consumption. Their research quantified the exact behavioral changes among users of GLP-1 receptor agonists (such as Ozempic and Wegovy), finding that users reduced their drinking frequency by 29% (dropping from 3.1 to 2.2 days per week) and decreased their total alcohol units consumed by 16%.

Crucially, their data highlighted that these consumers are not withdrawing from social occasions, but rather shifting their basket choices toward No/Low alcohol options, THC beverages, and light RTDs, resulting in a 30% drop in spend per trip in the on-trade and a 22% drop in weekly spend for home consumption.