Consumer interest in no’n’low alcohol options can no longer be dismissed as a mere passing trend – all the market research suggests that so called ‘mindful drinking’ is the product of a cultural shift that is here to stay.
Chris Jones, managing director at Paragon Brands, suggested that moderation has become part of everyday drinking culture across all demographics.
“This means that social acceptance around not drinking is evolving and isn’t limited to certain age groups,” said Jones.
“It’s an open marketplace with opportunities from all angles, age groups and occasions – bringing opportunity for venues.
“Alcohol-free is a burgeoning category of its own, with double digit growth expected in the coming year.
“The sober curious scene is thriving across Scotland as consumers explore the array of no and low alcohol drinks available and enjoy the sense of social currency it offers; it taps into wider consumer trends in the health, wellbeing and self-improvement space, enabling consumers to place their values in these areas into well-established, often higher tempo drinking occasions.”
“Alcohol-free is a burgeoning category, with double-digit growth expected.”
Heineken UK’s on-trade director, Will Rice, agreed that low’n’no demand is growing across all age groups as moderation becomes a key cultural priority.
“The popularity of no and low alcohol beverages continues to rise across the on-trade, with 10.4% of customers now choosing these alternatives when dining or drinking out,” said Rice.
“Younger drinkers are leading the trend, with 18–34-year-olds making up 42% of no and low drinkers in the on-trade.”
Rice also noted the emerging bar behaviour of ‘zebra striping’, where consumers alternate between alcoholic and non-alcoholic drinks while socialising.
“This reflects a shift toward mindful drinking, offering a balanced way to enjoy social occasions without overindulgence.”
Against that background, Rice advised venues to list at least one no and low alcohol brand in each category.
“The 18–34 demographic is driving growth and looking for innovation and variety,” he said. “A well-rounded range, including premium lager, craft beer, ale, stout, apple cider, and flavoured cider, will help venues stay relevant and attract footfall.”
A key point highlighted by Jones was that, while health and welfare might be the cultural underpinning for mindful drinking, at point of sale guests still wanted to have ‘memorable, exciting social experiences’ in venues.
“The new wave of drinkers is looking for flavour, fun, and connection and that’s a huge opportunity for brands that bring credibility and personality in those high-energy spaces,” he said.
“The brands that will thrive in this next era aren’t the ones preaching health and moderation, they’re the ones bringing fun, positivity and energy to not drinking.”
In venue, Jones stressed the need for equal importance and bartender knowledge to be placed on no and low alcohol drinks.
“Whereas previously a bar would aim their non-alc serves towards the Gen Z age group, it’s now important to consider all demographics to make the most of the opportunity.
“Quality, taste, in-venue theatre all play their part in the drinking experience as consumers of all ages are taking a more considered and intuitive approach to alcohol consumption.”
