This beverage is a fantastic alternative for people who are sober curious. While overall alcohol consumption is expected to have declined in 2020 the low- and no-alcohol market is continuing to expand, with consumption expected to grow 31% by 2024, according to the IWSR.

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.  

In contrast, the no/low spirits category – which has only 0.6% share of the no/low market – increased volume sales by +32.7%, and it is this segment that the IWSR expects to grow most rapidly from 2020 to 2024, with a CAGR of 14%.

Globally, the low/no alcohol market is expected to grow by 34% in volume over the same period. This compares to overall alcohol volume consumption, which is expected to have declined by 10% in 2020, says the IWSR, as the impact of the pandemic unfolds.

“What we’re seeing is a moderation trend that’s sweeping across key global markets, and that’s bringing with it increased demand for reduced alcohol, or alcohol-free drinks,” says Mark Meek, CEO of London- based IWSR Drinks Market Analysis.

“Brand owners will have an important role to play in the future development of no- and low alcohol, as increasing the breadth of products available to consumers and their price points will support category growth and broaden its appeal.”

While there’s still a long way to go before a non-alcoholic wine can match up to the real deal, the motivations behind consumer choices are changing and larger swathes of the adult population are seeking out lower alcohol serves on a more regular basis. A recent study by the Portman Group found that 24% of British drinkers are keen to cut back on booze, rising to nearly a third (31%) for the 18-24 age bracket, dubbed ‘Generation Sensible’.

While many might be drinking more at home, a desire to reduce alcohol intake among a growing number of clean drinking, health conscious consumers is driving demand for more innovative non alcoholic options, and the industry is delivering.

Last year renowned Italian mixologist Simone Caporale, formerly of Artesian at The Langham, launched a non-alcoholic ‘spirit’ that mimics the flavour and texture of alcohol. Called Zeo, the brand is aimed at ‘sober curious’ consumers seeking a high-quality alternative to alcohol and comes in two variants: Botanical Dry and Spiced Oak. While countless other brands, including Diageo, William Grant & Sons and Martini, are launching products to tap into the growing NOLO market, with beer, spirits and RTD’s, including hard seltzers, leading the charge.