What you need to know about the no/low alcohol boom

As the month of abstinence, otherwise known as Dry January, draws to a close, many participants are eagerly awaiting a hard-earned drink. However, with a flurry of no and low alcohol drinks, alcohol-free beers, and non-alcoholic spirits hitting the shelves, alongside increasingly inventive mocktail menus, there are signs a more permanent shift in drinking habits is underway – led by health-conscious millennials.

What began as a grass-roots challenge, launched by UK charity Alcohol Change in 2012, has evolved into a nationwide movement with an estimated six million Brits pledging to go dry for 31 days.[1]

It’s a movement influencing drinking habits long-term. The World Health Organisation reports a 5% decrease in global alcohol consumption since the turn of the century -particularly in Europe and the US – with the most significant decline among younger drinkers. So, as the no and low alcohol trend shifts from the periphery to the mainstream, what can brands learn from these innovative players from a communications perspective?

One only has to look at the exponential rise of category pioneer Seedlip – which now has a presence in over 25 countries – to see the power of identifying a gap in the market. Founder Ben Branson launched the non-alcoholic spirit in 2015 to solve the dilemma of “what to drink when you’re not drinking”. By offering consumers a sophisticated alcohol-free drink that fits their lifestyle, Seedlip successfully positioned itself as a quality alternative rather than an inferior substitute.

Across the low and no alcohol drinks sector, marketers are tapping into a broader behavioural shift — recognising that socialising doesn’t have to mean drinking alcohol. Non-drinkers still want to enjoy time with friends, without the pressure of drinking.

Scottish beer giant BrewDog brought this message to life earlier this year when it opened the world’s first alcohol-free bar in central London to promote its AF (alcohol-free) range. Similarly, Heineken has invested heavily in PR for its ‘Say Yes’ campaign, showcasing its alcohol-free drinks as an enabler of a positive, balanced lifestyle — perfect for midweek drinks, lunchtime beers, or Sunday evenings.

Elsewhere, low and no alcohol brands have been quick to capitalise on growing consumer interest in health and wellness. Freed from the strict regulations governing traditional alcohol advertising, they can make claims about their drinks’ comparative benefits.

This has led to a surge in ‘healthy’ alcoholic drinks – beverages appealing to “generation wellness” for their low-calorie, low-carb, and even gluten-free credentials. Californian craft beer brand Sufferfest, which uses the tagline “will sweat for beer”, is a standout example. Its low-gluten, electrolyte-infused beers are marketed as performance-enhancing and refreshing, reframing drinking as part of an active lifestyle rather than an indulgence.

In doing so, the no and low alcohol market is transforming non-drinking from a necessity into a deliberate, positive lifestyle choice.

Given the paradigm shift in consumer perceptions of alcohol, established brands would do well to learn from the no and low alcohol category’s agility in responding to new demands and drinks market trends.

The rise of non-alcoholic drink trends shows that today’s consumers are making more informed, intentional decisions about their drinking habits. They expect brands to communicate how their products fit within a modern, health-conscious lifestyle.