The Jobs To Be Done framework is a way to understand why people make certain choices based on the 'jobs' they need to get done in their lives. It shifts the lens from focusing solely on demographics or product features to identifying the underlying goals motivating behavior. In essence, consumers don’t just buy products – they ‘hire’ them to achieve a specific outcome.

In the context of beverage choices, JTBD helps us explore key questions like: Why does someone choose a beer at a backyard barbecue but opt for sparkling water at a networking event? What role is the drink playing in that scenario? The answer may be social, emotional, or functional – or some blend of the three.

Examples of Drink-Related Jobs

• Functional jobs: Quenching thirst, staying alert, satisfying hunger.
• Emotional jobs: Unwinding after a stressful day, celebrating a milestone, fitting in with peers.
• Social jobs: Appearing sophisticated, bonding with colleagues, showing self-discipline.

These insights are particularly useful when comparing alcohol and non-alcoholic drinks. For instance, someone may 'hire' a cocktail to signal celebration with friends – but on another night, they may turn to a non-alcoholic alternative to preserve their energy for an early meeting while still being part of the group experience.

This framework reveals that the choice between alcohol and non-alcohol is rarely about the liquid alone. Instead, it’s about what outcome the consumer wants in that specific setting, on that specific day. JTBD marketing recognizes these nuances and supports brands in crafting experiences that align with real-life moments.

Why JTBD Matters for Beverage Brands

Drink market research that includes JTBD-oriented questions can uncover white space for product innovation and customer segmentation. Brands can use JTBD to:

• Segment consumers by situational needs, not just age or lifestyle.
• Identify new drinking occasions to target with messaging or formats.
• Develop both alcoholic and non-alcoholic offerings that better meet unmet needs.

Ultimately, applying the jobs to be done framework helps beverage companies and insights teams move beyond generic assumptions toward building real, human-centered strategies. As the alcohol vs non-alcohol landscape shifts, JTBD becomes a valuable tool to adapt and grow with changing consumer behavior.

When people reach for a drink, it's often about more than hydration. Beverage choices – whether alcoholic or non-alcoholic – are shaped by a range of emotional and social needs that influence decision-making in the moment. Understanding these less visible motivations is key for brands seeking to connect more deeply with their audience.

Emotional Drivers of Drink Decisions

Emotional buying decisions tend to center around how a person feels or wants to feel. In the beverage world, some common emotional drivers behind alcohol and non-alcoholic drink choices include:

• Relaxation: Choosing a glass of wine to unwind after a long day.
• Reward: Having a special drink to celebrate hitting a personal goal.
• Energy or control: Opting for a non-alcoholic drink to maintain focus in social settings.
• Confidence: Using a familiar beverage to boost comfort in unfamiliar environments.

These emotional jobs often shift depending on the time, place, and personal priorities – which is why drink choice research should explore emotional context alongside product features or usage stats.

Social Drinking Insights Are Just as Important

Alcohol consumption is often intertwined with social signaling and shared experience. But as the non-alcoholic category grows, research shows people are actively choosing drinks that fit into evolving norms around wellness, responsibility, and inclusion. Understanding the social jobs behind drink decisions helps beverage marketers stay attuned to these shifts.

Here are some fictional examples for reference:

• Fitting In: A guest at a work dinner may choose a glass of wine to match others at the table – even if they normally prefer non-alcoholic beverages.
• Standing Out: Conversely, someone might order a craft mocktail to express individuality in a health-conscious community.
• Belonging: A new parent may turn down alcohol to stay present with their child, but still 'join the moment' socially with a celebratory zero-proof drink.

When seen through the JTBD lens, these behaviors reflect social goals like connection, conformity, or distinction – not just taste or habit. JTBD use cases for beverage companies can help unearth these deeper intentions and guide both product design and messaging.

Aligning with Changing Norms

The lines between alcohol and non-alcoholic drinks are not as rigid as they once were. Many consumers now shift between categories depending on mood, occasion, or social setting. This makes it critical for brands to meet not just functional needs, but the full spectrum of emotional and social expectations. Market research on non-alcoholic trends shows that drinkers aren't always abstainers – they're often 'switchers' choosing based on different jobs in different moments.

By tapping into emotional and social drivers, beverage brands can build more relevant, human-centered offerings. These insights ensure products and experiences resonate more deeply, helping consumers feel seen, understood, and supported – whatever drink they choose.

The shift from alcoholic to non-alcoholic beverages isn’t solely driven by health trends – it’s deeply rooted in changes to the jobs consumers are trying to get done. The Jobs To Be Done (JTBD) framework helps illuminate the real reasons behind these changing habits, uncovering the emotional, social, and functional needs that guide decision-making.

Understanding Shifting Priorities

Consumers who once chose alcoholic drinks for relaxation or social connection may now seek non-alcoholic drinks to meet similar needs – just in a different way. Functional concerns like health, clarity, or convenience play a major role, but emotional and social jobs are just as influential.

• Functional jobs: Staying alert and clear-headed, avoiding hangovers, adhering to dietary restrictions.
• Emotional jobs: Feeling in control, self-care, reducing anxiety around overconsumption.
• Social jobs: Fitting into group settings without pressure, signaling lifestyle choices, maintaining a polished image.

Common Drivers Behind the Switch

JTBD-oriented drink market research reveals that consumers often 'switch' to non-alcoholic beverages when they encounter friction with their current solutions. This friction could be anything from physical discomfort to broader personal values misaligning with alcohol use.

Examples of common triggers include:

• Life milestones like parenthood or career shifts
• Health diagnosis or a desire to improve well-being
• Moments of identity exploration or value alignment
• Emergence of premium non-alcoholic alternatives that offer the same social experience

Understanding these trigger points allows brands to better anticipate customer needs and tailor messaging or innovation strategies accordingly. JTBD gives context to trends by explaining why a consumer’s relationship with alcohol might evolve over time – and what they’re hoping to achieve instead.

The JTBD framework isn’t just a lens for understanding consumer behavior – it’s a practical tool for guiding beverage product innovation. By identifying what “job” a customer hires a drink to do, drink brands can pinpoint gaps in the market and design products that meet real, unmet needs.

Moving Beyond Demographics

Traditional segmentation often focuses on age, income, or lifestyle, but JTBD marketing shifts the focus to the context of use. For example, instead of targeting a 30-something health-conscious professional, JTBD targets someone looking for a drink to “unwind after work without feeling groggy the next morning.” This creates more relevant and actionable insights for innovation teams.

Ways JTBD Can Guide Product Strategy

• Uncover whitespace: Identify consumer needs that aren’t being met – such as flavorful options for celebratory toasts without alcohol.
• Refine value propositions: Speak directly to the job your product fulfills, whether it’s “help me feel included at a party” or “give me a stress break after a long shift.”
• Drive design and format decisions: From portability to packaging, knowing the job helps shape the entire product experience.
• Improve marketing alignment: Craft messaging that resonates with JTBD-aligned motivations like belonging, self-care, or control.

For beverage companies, especially in the growing non-alcoholic segment, this approach supports the development of offerings that are both novel and meaningful. JTBD use cases for beverage companies help reduce guesswork and ensure new products address pain points that competitors may be overlooking.

From Insight to Strategy

At SIVO Insights, we often see clients benefit from aligning innovation pipelines with real consumer needs identified through drink choice research. When the job is the anchor, product decisions become clearer – not just what kind of beverage to offer, but why it matters to your audience.

Let’s bring the Jobs To Be Done framework to life with a few fictional scenarios that showcase how beverage brands can apply it to better understand and serve their consumers. These examples are illustrative – not actual SIVO client studies – but help demonstrate real JTBD strategies in action.

Example 1: Social Substitution without Sacrifice

A premium non-alcoholic brand identifies a common job: “Help me feel confident and included when I’m not drinking alcohol at events.” Through drink market research, they realize their target is not just looking for a soda alternative – they want a drink with elevated presentation, adult flavors, and a ritualistic feel.

The result? A line of sparkling botanical beverages with elegant packaging, served in wine-like bottles and positioned for toasts and shared moments. Marketing emphasizes the emotional job of belonging and the social job of ceremonial participation.

Example 2: Conscious Choices During the Workweek

A hard seltzer brand exploring new audiences learns that many weekday wellness-focused consumers seek the job: “Help me relax after a stressful day – without derailing my productivity tomorrow.” This insight leads to R&D into lower-ABV options with added functional ingredients like adaptogens and electrolytes.

By identifying this JTBD segment, they avoid cannibalizing their weekend party-drinker base while tapping into a growing group of mindful users seeking balance, not buzz.

Example 3: From Celebration to Reflection

A non-alcoholic spirits startup notices its Monday sales spike after major holidays. JTBD interviews point to a job centered around “Help me stay grounded during emotionally reflective periods.” In response, they create content around self-care rituals, mindful sipping, and connection with intention.

This reframing helps the brand position itself beyond a trend – anchoring itself in lasting consumer motivations.

These JTBD use cases for beverage companies showcase how understanding the deeper “why” behind drinking motives can transform product development, messaging, and customer loyalty strategies. It's not about replacing alcohol – it's about fulfilling new and evolving consumer needs, with empathy and clarity.