Breaking Booze: The Rise of Low and No Alcohol Beverages — Greatergood® Brand Design Agency London

Non-alcoholic Beverages

With the rise of low and no alcohol beverages, consumers are now able to indulge in their favourite tastes without having to worry about the side effects of alcohol. For the health-conscious consumer, these new low percentage products allow them to reduce their alcohol intake or ‘drink days’. All while still maintaining a social life.

Functional drinks are set to make waves in 2019 and it’s only natural that the alcohol market is following suit. Although not a new concept – low alcohol drinks and mocktails are now flooding F&B menus and also beginning to make their way more heavily to retail. It’s clearly a booming market which isn’t showing signs of slowing down with £43m being spent on low and no alcohol beverages in 2018 (an increase of 28%!).

After the success of brands like Seedlip (the worlds first no alcohol distilled spirit – Diageo invested). Drinks brands have naturally jumped on the bandwagon with Heineken and Budweiser creating their own products, selling £6.5m alone in 2017-2018¹.

Millennial Trend Setters

At the forefront of the trend are the millennials – a generation drinking less than ever before. Statistics show that nearly 30% of young people in England now choosing to be teetotal. Call them snowflakes all you will, but they are simply not happy with a £7 bottle of vodka from the corner shop. Or the alternate cheap shots and sticky floors. The Instagram generation are happy to spend their hard-earned cash. Their buying decisions are emotive.

They spend their money on experiences and are far more likely to be seen at an immersive pop-up spending £15 on a single-serve. But one which has a story and emotion behind it.

Perhaps the trend has gained momentum with events such as Dry January. Consequently becoming less of a new year challenge, and more common sense after a Christmas blowout. Its’s clear that our outlook on booze has begun to shift.

In this perfect storm of consumers driving change, there is great opportunity for new and innovative drinks developments. With price tags that a consumer may not normally be willing to pay in the soft drinks landscape.

Here we’ve collected some of our favourite brands which have caught our eye for all the right reason

Ecology+Co – Distilled Alcohol-Free Spirit: This drink is available online at the Ecology+Co website and in select stores in the UK, Australia, and New Zealand.
Everleaf – Non-Alcoholic Bittersweet Aperitif: This drink is available online at the Everleaf website and in select stores in the US, UK, and Canada.
Ceder’s – Distilled Non-Alcoholic Alt Gin: This drink is available online at the Ceder’s website and in select stores in the UK, Europe, and Australia.
Fluère – Non Alcoholic Distilled Spirit: This drink is available online at the Fluère website and in select stores in the US, UK, and Canada.
Bax Botanics – Alcohol-Free Spirits: This brand offers a variety of alcohol-free spirits, including gin, vodka, and rum. They are available online at the Bax Botanics website and in select stores in the UK, US, and Canada.
Caleno – Non-Alcoholic Free Spirit: This drink is available online at the Caleno website and in select stores in the UK, Europe, and Australia.
Chastity – No Sin Gin: This drink is available online at the Chastity website and in select stores in the UK, Europe, and Australia.
ISH Spirits – A Truly Free Spirit : This brand offers a variety of alcohol-free spirits, including gin, vodka, and rum. They are available online at the ISH Spirits website and in select stores in the UK, US, and Canada.
Kew (London Distillery) – Organic Gin Alcohol-Free: This drink is available online at the Kew (London Distillery) website and in select stores in the UK.
Nirvana Brewery – Alcohol-Free: This brewery offers a variety of alcohol-free beers, including IPAs, pale ales, and stouts. They are available online at the Nirvana Brewery website and in select stores in the UK.
Mocktail Club – Premium Crafted Ready–T0–Drink Soft Cocktails: This company offers a variety of ready-to-drink mocktails, including gin and tonic, mojito, and margarita. They are available online at the Mocktail Club website and in select stores in the UK.
Sea Arch – The Alternative For Gin Lovers: This drink is available online at the Sea Arch website and in select stores in the UK.
Three Spirit – Botanic Alchemy Alcohol-Free: This brand offers a variety of alcohol-free spirits, each made with a different blend of botanicals. They are available online at the Three Spirit website and in select stores in the UK, US, and Canada.
Outsider – Drinks For The Bold & Curious: This brand offers a variety of alcohol-free drinks, including cocktails, sodas, and tonics. They are available online at the Outsider website and in select stores in the UK.

Why Have The Younger Generation Stopped Drinking

here are a number of reasons why young people are drinking less alcohol than previous generations. Some of the most common factors include:

Increased awareness of the health risks of alcohol. Young people are more aware of the negative health effects of alcohol, such as liver damage, heart disease, and cancer. They are also more likely to be concerned about the potential for alcohol to lead to addiction and other social problems.
Changing social norms. The social acceptability of heavy drinking has declined in recent years. Young people are more likely to see their peers choosing to drink less or not drink at all.
The rise of sober curiousity. There is a growing movement of young people who are choosing to abstain from alcohol altogether, or who are drinking less. This is often motivated by a desire to improve their health, focus on their goals, or simply enjoy life without the negative effects of alcohol.
The availability of non-alcoholic alternatives. There are now a wide variety of non-alcoholic drinks available, which makes it easier for young people to choose not to drink alcohol. These drinks can be just as enjoyable as alcoholic drinks, and they can help young people to feel included in social situations without feeling pressured to drink.
The rising cost of alcohol. The cost of alcohol has been rising in recent years, which has made it less affordable for young people. This is especially true for students, who are often on a tight budget.

It is important to note that not all young people are drinking less alcohol. There are still a significant number of young people who drink heavily, and this is a cause for concern. However, the trend of young people drinking less is a positive one, and it is likely to continue in the years to come.

Additional factors that may be contributing to the decline in youth drinking:

The increasing popularity of mindfulness and meditation, which can help young people to cope with stress and anxiety without resorting to alcohol.
The rise of social media, which can make it easier for young people to connect with others and find support for their sobriety.
The growing awareness of the importance of mental health, which is leading more young people to seek help for alcohol problems.

Overall, the decline in youth drinking is a positive trend that is likely to have a number of benefits for young people’s health and well-being.