And with the pandemic, many people are considering a shift to "clean" drinking. According to the new “No- and Low-Alcohol Strategic Study 2021” from IWSR Drinks Market Analysis, no/low beer registered flat growth over 2019-2020 at +0.5%, but holds a 92% share of the total low/no market.  This creates the "NOLO" category of drinkers. 

A flurry of health-conscious drinks entrepreneurs are capitalising on our urge to reduce alcohol consumption and live healthier lives, it seems, with the NOLO market a prime target for new product development.

Despite early anecdotal evidence suggesting that people were stockpiling alcohol and drinking more during lockdown (certainly at home), the reverse also appears to be true, with the pandemic highlighting “that moderation and wellness trends continue to resonate with consumers,” says the IWSR. “The low-and no-alcohol sector has remained resilient through the crisis, although growth of low- and no- spirits has been hampered by the absence of a fully functioning on-premise channel, seen as key to bringing the category closer to consumers.”

Made in Chelsea star Spencer Matthews’ launched his nolo brand, CleanCo, in 2019, and received a $2m boost from a US investment fund last year. Most recently we have seen the launch of Whisp, a British hard seltzer brand founded by personal trainer Harriet Cuming and marketed at the health-conscious crowd. Its Cucumber & Mint and Raspberry & Elderflower variants carry an ABV of 4% and just 66 calories a can. Marketed as vegan and gluten-free, with no added sugar, sweeteners or preservatives, it also contains milk thistle, said to help tackle inflammation and support a healthy liver.

More unconventional is Fungtn, which bills itself as the UK’s first ‘medicinal’ mushroom beer. Founded by mindful drinking consultant Zoe Henderson, the 0.5% ABV vegan and gluten free beer brand includes an IPA brewed with Lion’s Mane mushrooms; a Citra Beer brewed with Reishi mushrooms; and a lager brewed with Chaga mushrooms. According to Henderson, medicinal mushrooms, called myco adaptogens, are known for helping the body adapt to psychological stresses, restoring homeostasis and supporting the immune system and endocrine system.

And with the pandemic, many people are considering a shift to "clean" drinking. According to the new “No- and Low-Alcohol Strategic Study 2021” from IWSR Drinks Market Analysis, no/low beer registered flat growth over 2019-2020 at +0.5%, but holds a 92% share of the total low/no market.  This creates the "NOLO" category of drinkers. 

A flurry of health-conscious drinks entrepreneurs are capitalising on our urge to reduce alcohol consumption and live healthier lives, it seems, with the NOLO market a prime target for new product development.

Despite early anecdotal evidence suggesting that people were stockpiling alcohol and drinking more during lockdown (certainly at home), the reverse also appears to be true, with the pandemic highlighting “that moderation and wellness trends continue to resonate with consumers,” says the IWSR. “The low-and no-alcohol sector has remained resilient through the crisis, although growth of low- and no- spirits has been hampered by the absence of a fully functioning on-premise channel, seen as key to bringing the category closer to consumers.”

Made in Chelsea star Spencer Matthews’ launched his nolo brand, CleanCo, in 2019, and received a $2m boost from a US investment fund last year. Most recently we have seen the launch of Whisp, a British hard seltzer brand founded by personal trainer Harriet Cuming and marketed at the health-conscious crowd. Its Cucumber & Mint and Raspberry & Elderflower variants carry an ABV of 4% and just 66 calories a can. Marketed as vegan and gluten-free, with no added sugar, sweeteners or preservatives, it also contains milk thistle, said to help tackle inflammation and support a healthy liver.

More unconventional is Fungtn, which bills itself as the UK’s first ‘medicinal’ mushroom beer. Founded by mindful drinking consultant Zoe Henderson, the 0.5% ABV vegan and gluten free beer brand includes an IPA brewed with Lion’s Mane mushrooms; a Citra Beer brewed with Reishi mushrooms; and a lager brewed with Chaga mushrooms. According to Henderson, medicinal mushrooms, called myco adaptogens, are known for helping the body adapt to psychological stresses, restoring homeostasis and supporting the immune system and endocrine system.