Brits are celebrating small wins at home and with friends, new Caorunn research finds

New research commissioned by Caorunn gin says more than 80% of UK adults are embracing a lighter, more optimistic outlook and turning everyday rituals into reasons to celebrate. The findings suggest hospitality brands may benefit as Brits prioritize affordable, meaningful moments over material treats.

Why it matters: - The research points to a shift in how people spend time and money, with more emphasis on connection, relaxation and small celebrations. - That matters for bars, restaurants and drinks brands because everyday social moments appear to be replacing some bigger or more material rewards. - Caorunn ties the trend to its "A Delicious Slice of Life" campaign, which is built around ordinary rituals and shared moments.

What happened: - Caorunn gin commissioned research showing more than 80% of Brits are embracing a more optimistic outlook. - The survey found 83% of 18-to-34-year-olds like to celebrate life’s small wins over drinks with family or colleagues. - Half of Londoners said they enjoy after-work drinks with friends, compared with a third in Manchester. - A third of the UK population overall said they are choosing to embrace little moments of joy that are affordable and meaningful.

The details: - The survey found 35-to-44-year-olds often celebrate small wins with a drink at home, including on the sofa with a partner or in the kitchen with loved ones. - One in three mums said a lie-in is their chosen moment of happiness. - A third of 25-to-34-year-olds said a home-cooked or shared meal is a favorite ritual. - A third of 34-to-44-year-olds, 41% of 45-to-54-year-olds and more than half of 55-to-64-year-olds said going for a walk outdoors is a cherished everyday moment. - A third of 34-to-44-year-olds and more than half of 55-to-64-year-olds said spending time with family ranks among their favorite rituals. - Smaller pleasures such as self-care treatments, buying clothes or accessories, and waiting for online shopping deliveries scored lower among 35-to-44-year-olds. - Only 15% of 35-to-44-year-olds said they would treat themselves to a massage or manicure. - Only 16% of 35-to-44-year-olds said buying shoes, clothes or accessories was a preferred treat. - Only 17% of 35-to-44-year-olds said they look forward to online shopping arriving. - The research suggests people are shifting from material or appearance-focused treats toward emotional experiences shared with people they care about. - The survey of 2,000 UK adults was conducted by OnePoll on behalf of Caorunn and overseen and edited by the OnePoll research team.

Between the lines: - The findings suggest consumers may be more responsive to purchases that feel meaningful or deliver an immediate mood boost. - That could help explain why at-home drinking occasions, shared meals and outdoor routines are resonating more than shopping-led treats. - Caorunn is using the research to position drinks as part of everyday rituals rather than only special occasions. - A Caorunn spokesperson said more people are elevating drinks at home with details such as the right glass, garnish and music.

What's next: - Caorunn will continue promoting its "A Delicious Slice of Life" campaign around everyday connection and celebration. - The brand is also pointing to more luxurious treats, such as holidays, as part of the broader consumer mindset. - For media enquiries, Caorunn listed teams@stellarpublicrelations.com as the contact address.

The bottom line: - Brits are not just looking for big nights out. The research says many are finding joy in smaller, cheaper and more personal moments instead.