Older consumers are drinking less but better quality alcohol, according to market analyst Datamonitor.
The UK seniors alcoholic drinks market is forecast to shrink in volume by almost 20% between 2005-2010 but at the same time is expected to grow from £14.3bn to £16.6bn in value.
According to the report, seniors are using their affluence and a more developed sense of connoisseurship to trade up, adopting a 'less but the best' approach. Seniors are also switching from beer to spirits and wine.