The No-Lo Trend – What’s the Appeal?
[vc_row][vc_column][vc_column_text]Has your January been dry? Or maybe just a little damp?Alcohol moderation is a trend sweeping across global markets, accelerated by Covid-19.
What's driving no-lo growth?
The modern, sober-curious consumer is a ‘substituter’, or a ‘blender’ within the no-lo category - a category in the throes of a huge growth spurt. IWSR has forecast the category's growth will outpace the growth of the full-proof category tenfold. Food Navigator agrees, stating that ‘consumers are opting to choose no-lo for lifestyle reasons as opposed to necessity’.This is coupled with a growing demand for natural alternatives to sugar-filled and artificially-sweetened drinks, and, in line with expanding global cuisine knowledge and interest, consumers want exciting new flavour combinations. They also want added value - think energy, immune support, cognitive enhancement, and above all great taste.The combination of these factors is driving no-lo innovation.Ben Branson, founder of Seedlip, called time on overly sweet, synthetic-tasting mocktails, creating plenty of opportunity within the greater category, with plenty of space to fill. Today’s non-alcoholic choices are expertly-crafted, full of flavour, and on par with their counterpart full-proof spirits.[/vc_column_text][vc_empty_space height="20px"][/vc_column][/vc_row][vc_row content_aligment="center" css=".vc_custom_1674811801953{margin-right: 40px !important;margin-left: 40px !important;padding-top: 30px !important;padding-right: 30px !important;padding-bottom: 30px !important;padding-left: 30px !important;background-color: #168679 !important;}"][vc_column][vc_column_text]Ben Branson, founder of Seedlip non-alcoholic spiritsA brand is born…“I was out for dinner but driving home afterward, so asked for something alcohol-free and was handed this brightly coloured, sticky, frankly childish drink that didn’t fit the occasion. I felt outside of things. In a world where everything else is catered to, vegan, vegetarian, gluten-free, it just didn’t make sense.”[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_empty_space height="20px"][vc_column_text]No stranger to social media platforms, no-lo alcohol accounts for one-in-ten Google searches around alcoholic drinks. The hashtag #alcoholfree has clocked up over 1.5 billion views on TikTok, led by Gen Z’s and Millennials, but by no means exclusive to these age brackets with the rise in interest spanning across all demographics.Not drinking alcohol no longer carries the stigma of 'dullness'. Our growing mindfulness, our interest in well-being, and our healthier lifestyles, driven by the pandemic, have resulted in sobriety being very much socially acceptable these days. Alcohol Change UK states one-in-three adults are now moderating their intake with nearly two-thirds proactively seeking healthier lifestyle choices. YouGov further confirms, with data suggesting that almost two-thirds of UK adults have tried no-lo products with a quarter of drinkers considering themselves as semi-regular consumers.Data from ISWR further suggests that in the UK, 40% of no-lo drinkers can be described as ‘substituters’, enjoying no-lo in place of a full-strength drink on certain occasions as opposed to being tee-total. This figure shows an increase of 10% for legal drinking age Gen Z’s and Millennials compared to Boomers. Legal drinking age Gen Z’s and Millennials are also more likely to be ’blenders’, switching between no-lo and full-strength on the same occasion. Daytime consumption for no-lo consumers has seen an increase, giving growth potential within the category for expansion beyond simple alcohol replacement into new experiences and occasions.[/vc_column_text][vc_empty_space height="20px"][/vc_column][/vc_row][vc_row content_aligment="center" css=".vc_custom_1674811801953{margin-right: 40px !important;margin-left: 40px !important;padding-top: 30px !important;padding-right: 30px !important;padding-bottom: 30px !important;padding-left: 30px !important;background-color: #168679 !important;}"][vc_column][vc_column_text]Adam Uttley, founder of Sobersauce“Most low and no consumers are seeking serves that replicate the taste and experience of full-strength equivalents. If consumers are alternating between full-strength and non-alcoholic, they want a similar flavour profile while alternating and, most likely, the bottles and cans to look and feel the same as full-strength beer."[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_empty_space height="20px"][vc_column_text]Until fairly recently, retail product choice has been limited, compounded by uncertainty around how and where to display category products, but with the changing habits of consumers and an ever-increasing portfolio from which to choose, the category is fast gaining traction. Mindful Drinking Movement research suggests that 93% of those that buy purchase from supermarkets.Waitrose has seen a 46% sales increase in low and no-alcohol wine purchases, currently selling double in comparison to sales in 2020. Their alcohol-free spirit sales growth has seen an increase of 31% and beers 16%. In response, they have increased their product range by 20% within the past year. They are not predicting the post-January drop-off in sales to be as noticeable as in previous years. To date, however, they have only invested in a single own-brand product, a low-alcohol, 1% cider. Now would appear to be an ideal opportunity to remedy this.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]
No-lo product innovation
Seedlip may have led the non-alcoholic distilled spirit revolution, but a number of the traditional alcoholic distilleries are hot on the heel.Try Gordon’s 0.0%, which uses the same botanicals as its full-proof gin, after announcing with some pride that they chose to create a non-alcoholic version of their widely-recognized and very well-established brand over developing a new non-alcoholic brand.Tanqueray 0.0% uses its four original botanicals in its citrus-style, juniper-led alcohol-free version.Sipsmith experimented with 189 prototypes and over 100 ingredients to ensure their hand-crafted non-alcoholic spirit Sipsmith FreeGlider didn’t compromise on taste or quality.Reputedly the UK’s leading no-lo alcohol independent brand, CleanCo was launched by Made in Chelsea star Spencer Matthews’ in 2019. Spencer Matthews said that "developing CleanCo was not to preach about alcohol consumption, but to give you a choice when mixing a drink, without compromising on taste or social experience".Bacardi-owned wine brand, Martini, launched a non-alcoholic alternative to its vermouths in 2020 - Martini Non-Alcoholic Vibrante, made with Italian bergamot, and Martini Non-Alcoholic Floreale. The aperitifs are de-alcoholised and infused with a selection of sustainably sourced botanicals.Southern Californian brand Drink Monday, offers whiskey, mezcal, and gin-flavoured spirits paired with premium mixes along with ‘cocktail’ kits. Carefully crafted from natural ingredients, the brand aims to help "alcohol-avoiders enjoy a proper adult beverage today without worrying about how you'll feel tomorrow".Some alcohol-free wines have never contained alcohol. Others are produced via normal winemaking procedures with fermentation but are taken through a dealcoholisation process at the end (UK government guidance states that de-alcoholised drinks should be no more than 0.5% abv).With an ever-increasing number to try, where to start?Town and Country magazine suggest Wander + Found Rosé and Hand on Hart Cabernet Sauvignon, whilst Delish.com suggest the Chateau De Fleur Champagnette if you’re looking for non-alcoholic celebratory fizz.Fond of an Aperol Spritz? Try Lyre’s Classico Grande fizz mixed with its Italian Spritz. The Independent has chosen Hardy’s Zero Chardonnay, McGuigan Zero Sauvignon Blanc, and Eisberg Merlot as the best 2023 alcohol-free comparisons. Torres and Ariel are other popular brands within the no-lo wine category.Post-pandemic, Ed Stapleton of Shandy Shack is approaching the no-lo category with renewed ‘curiosity and intent’, his mantra - ‘no shame in a shandy’. He intends to revive this ‘secret favourite’ of UK drinkers as ‘shandy is a uniquely widespread sub-category in the low-alcohol space’.Sobersauce, alcohol-free beer specialists, state that a 2020 survey cited that 46% would swap an at-home soft drink for an alcohol-free beer, and 51% would swap outside of the home. Big brands such as Heineken, Peroni, Estrela, Brooklyn Brewery, Becks, and Brew Dog all offer zero-alcohol products with numerous smaller craft distilleries racing in with innovation aplenty.Conscious cocktails and mocktails - another sub-category within the no-lo arena, use alcohol-free spirits and an ever-increasing array of complimentary flavours, from mixers, concentrated syrups, cordials, and tonics, as well as ingredients including those with mood-enhancing properties, botanicals, adaptogens, and nootropics - very little is off-limits as the quest for perfect pairings continues from flavourists, mixologists, and bar-tenders crafting their skills. Try out Cotswold Distillery Gin Essence paired with syrups from Nonsuch Shrubs.Alcohol-free pour Spirited Euphoria claims to give you the feel-good factor associated with alcohol, taking the endorphin-led approach they distill from hemp, triggering feelings of pleasure and relaxation without the intoxication that alcohol provides. Alongside hemp they use CBD, naturally sourced nootropics, to help support serotonin production and adaptogens, and herbs and roots widely used in herbal medicines, to relieve stress.[/vc_column_text][vc_empty_space height="20px"][/vc_column][/vc_row][vc_row content_aligment="center" css=".vc_custom_1674811801953{margin-right: 40px !important;margin-left: 40px !important;padding-top: 30px !important;padding-right: 30px !important;padding-bottom: 30px !important;padding-left: 30px !important;background-color: #168679 !important;}"][vc_column][vc_column_text]Spirited Euphoria“Our Master Blender has created a molecular blend of the finest quality ingredients. By innovating new distillation processes, he can extract specific flavours and effects with absolute precision. Enjoy fresh citrus and herbaceous hemp, with a pleasing bitterness, followed by a wonderfully-layered balance of earthy tea and peppery spice, ending with a smooth woodiness."[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_empty_space height="20px"][vc_column_text]Whatever your preferred tipple, whether you’re a glass half-full or half-empty kind of person, it’s bottoms up, salute to this exciting category.Food Innovation Solutions has extensive experience in the beverage space. Whether you are looking to unlock a new category or simply looking for ingredient discovery, our team can assist in fast tracking your NPD and application ambitions. Reach out today![/vc_column_text][/vc_column][/vc_row]