Jul 30, 2025
Jul 30, 2025
Jul 30, 2025
Jul 30, 2025
Less Alcohol, More Intent
Less Alcohol, More Intent
Less Alcohol, More Intent
Less Alcohol, More Intent
Where the No/Low Movement Is Thriving
Where the No/Low Movement Is Thriving
Where the No/Low Movement Is Thriving
Where the No/Low Movement Is Thriving
The no- and low-alcohol category is no longer a sideshow—it’s a global force, quietly (and sometimes loudly) reshaping drinking behaviour across generations, markets, and mindsets. And while its growth may seem universal, the real story lies in where and why it’s thriving.
🌱 Three Megatrends Driving No/Low Growth
Premiumisation – Consumers want more than “just a substitute.” They want elevated, crafted, and credible.
Socialisation – No-alc isn’t anti-fun. It’s pro-inclusion. This is about everyone having something to raise a glass to.
Moderation – Wellness, mindfulness, and lifestyle alignment are fueling more conscious consumption.
United States: From Fringe to Full Aisle
37M new no-alc drinkers since 2022 (IWSR)
Category to hit $5B by 2028, growing at +18% CAGR.
RTDs are leading: great taste, convenience, and cost-to-value make them no/low’s breakout format.
No-alc spirits gaining, especially in aperitivo and botanical styles—but still need education and trial.
Functional “alcohol-adjacent” drinks (e.g. THC, adaptogens, mushroom elixirs) are rapidly rising.
Retail is getting serious:
🛒 Target, Whole Foods, and Total Wine are all expanding non-alc shelf space.
🧠 Consumers view these drinks as “wellness with pleasure” – indulgence without compromise.
🎤 Celebrity Effect: Normalising & Glamourising the Category
Tom Holland, Bella Hadid, Lewis Hamilton, Snoop Dogg – all backing no/low brands.
Iconic Tonics, led by Snoop, champions functional drinks that blend buzz with benefit.
As Snoop said: “This is more than a brand—it’s a lifestyle.”
👉 Celebrities aren’t just adding glam—they’re shifting the cultural conversation around sobriety and self-care.
Brazil: Gen Z Makes Moderation Cool
13M new non-alc consumers since 2022
30% of Gen Z now choose ‘healthy’ drinks on nights out.
Virgin cocktails on the rise, but non-alc beer still dominates volume.
Premium no/low = growth lever: 7% of Gen Z will pay more for high-quality no-alc.
Calorie count influences 11% of decisions—wellness is personal, not just trend-led.
United Kingdom: Doubling Down
Category doubled in size in 2023, with 0% beer up +20%.
Visibility remains a hurdle: menus still underrepresent no/low offerings.
Flavour-forward names like “Cherry Blossom Spritz” instead of “mocktail” work best.
Netherlands & Germany: RTD Cocktail Reinvention
Bar-quality, ready-to-drink, and bartender-approved.
Gen Z loves “elevated nostalgia”—these classics hit both memory and modernity.
Global rollout is focused, flavour-first, and deeply aligned with changing social norms.
🧠 Merch & Effect POV
No & Low isn’t about what’s missing. It’s about what’s possible. Across markets, we’re seeing the same story play out: younger consumers are rejecting shame-based drinking culture and replacing it with intentionality, design, and joy.
At Merch & Effect, we believe brands should stop thinking of no/low as the sober cousin of “real” drinks. This is a category with momentum, not modesty.
From a POSM perspective, it’s time to:
Rethink menu architecture: feature non-alc where the action is, not as a side-note.
Deploy sensory storytelling: leverage taste, texture, and colour to drive desire.
Educate frontline staff: every no/low listing needs a trained advocate behind the bar.
Use visibility to validate choice: placement and premium branding make abstaining feel aspirational.
This is the era of inclusive indulgence—and the brands who embrace it won’t just win new consumers, they’ll redefine what drinking means altogether.
The no- and low-alcohol category is no longer a sideshow—it’s a global force, quietly (and sometimes loudly) reshaping drinking behaviour across generations, markets, and mindsets. And while its growth may seem universal, the real story lies in where and why it’s thriving.
🌱 Three Megatrends Driving No/Low Growth
Premiumisation – Consumers want more than “just a substitute.” They want elevated, crafted, and credible.
Socialisation – No-alc isn’t anti-fun. It’s pro-inclusion. This is about everyone having something to raise a glass to.
Moderation – Wellness, mindfulness, and lifestyle alignment are fueling more conscious consumption.
United States: From Fringe to Full Aisle
37M new no-alc drinkers since 2022 (IWSR)
Category to hit $5B by 2028, growing at +18% CAGR.
RTDs are leading: great taste, convenience, and cost-to-value make them no/low’s breakout format.
No-alc spirits gaining, especially in aperitivo and botanical styles—but still need education and trial.
Functional “alcohol-adjacent” drinks (e.g. THC, adaptogens, mushroom elixirs) are rapidly rising.
Retail is getting serious:
🛒 Target, Whole Foods, and Total Wine are all expanding non-alc shelf space.
🧠 Consumers view these drinks as “wellness with pleasure” – indulgence without compromise.
🎤 Celebrity Effect: Normalising & Glamourising the Category
Tom Holland, Bella Hadid, Lewis Hamilton, Snoop Dogg – all backing no/low brands.
Iconic Tonics, led by Snoop, champions functional drinks that blend buzz with benefit.
As Snoop said: “This is more than a brand—it’s a lifestyle.”
👉 Celebrities aren’t just adding glam—they’re shifting the cultural conversation around sobriety and self-care.
Brazil: Gen Z Makes Moderation Cool
13M new non-alc consumers since 2022
30% of Gen Z now choose ‘healthy’ drinks on nights out.
Virgin cocktails on the rise, but non-alc beer still dominates volume.
Premium no/low = growth lever: 7% of Gen Z will pay more for high-quality no-alc.
Calorie count influences 11% of decisions—wellness is personal, not just trend-led.
United Kingdom: Doubling Down
Category doubled in size in 2023, with 0% beer up +20%.
Visibility remains a hurdle: menus still underrepresent no/low offerings.
Flavour-forward names like “Cherry Blossom Spritz” instead of “mocktail” work best.
Netherlands & Germany: RTD Cocktail Reinvention
Bar-quality, ready-to-drink, and bartender-approved.
Gen Z loves “elevated nostalgia”—these classics hit both memory and modernity.
Global rollout is focused, flavour-first, and deeply aligned with changing social norms.
🧠 Merch & Effect POV
No & Low isn’t about what’s missing. It’s about what’s possible. Across markets, we’re seeing the same story play out: younger consumers are rejecting shame-based drinking culture and replacing it with intentionality, design, and joy.
At Merch & Effect, we believe brands should stop thinking of no/low as the sober cousin of “real” drinks. This is a category with momentum, not modesty.
From a POSM perspective, it’s time to:
Rethink menu architecture: feature non-alc where the action is, not as a side-note.
Deploy sensory storytelling: leverage taste, texture, and colour to drive desire.
Educate frontline staff: every no/low listing needs a trained advocate behind the bar.
Use visibility to validate choice: placement and premium branding make abstaining feel aspirational.
This is the era of inclusive indulgence—and the brands who embrace it won’t just win new consumers, they’ll redefine what drinking means altogether.
The no- and low-alcohol category is no longer a sideshow—it’s a global force, quietly (and sometimes loudly) reshaping drinking behaviour across generations, markets, and mindsets. And while its growth may seem universal, the real story lies in where and why it’s thriving.
🌱 Three Megatrends Driving No/Low Growth
Premiumisation – Consumers want more than “just a substitute.” They want elevated, crafted, and credible.
Socialisation – No-alc isn’t anti-fun. It’s pro-inclusion. This is about everyone having something to raise a glass to.
Moderation – Wellness, mindfulness, and lifestyle alignment are fueling more conscious consumption.
United States: From Fringe to Full Aisle
37M new no-alc drinkers since 2022 (IWSR)
Category to hit $5B by 2028, growing at +18% CAGR.
RTDs are leading: great taste, convenience, and cost-to-value make them no/low’s breakout format.
No-alc spirits gaining, especially in aperitivo and botanical styles—but still need education and trial.
Functional “alcohol-adjacent” drinks (e.g. THC, adaptogens, mushroom elixirs) are rapidly rising.
Retail is getting serious:
🛒 Target, Whole Foods, and Total Wine are all expanding non-alc shelf space.
🧠 Consumers view these drinks as “wellness with pleasure” – indulgence without compromise.
🎤 Celebrity Effect: Normalising & Glamourising the Category
Tom Holland, Bella Hadid, Lewis Hamilton, Snoop Dogg – all backing no/low brands.
Iconic Tonics, led by Snoop, champions functional drinks that blend buzz with benefit.
As Snoop said: “This is more than a brand—it’s a lifestyle.”
👉 Celebrities aren’t just adding glam—they’re shifting the cultural conversation around sobriety and self-care.
Brazil: Gen Z Makes Moderation Cool
13M new non-alc consumers since 2022
30% of Gen Z now choose ‘healthy’ drinks on nights out.
Virgin cocktails on the rise, but non-alc beer still dominates volume.
Premium no/low = growth lever: 7% of Gen Z will pay more for high-quality no-alc.
Calorie count influences 11% of decisions—wellness is personal, not just trend-led.
United Kingdom: Doubling Down
Category doubled in size in 2023, with 0% beer up +20%.
Visibility remains a hurdle: menus still underrepresent no/low offerings.
Flavour-forward names like “Cherry Blossom Spritz” instead of “mocktail” work best.
Netherlands & Germany: RTD Cocktail Reinvention
Bar-quality, ready-to-drink, and bartender-approved.
Gen Z loves “elevated nostalgia”—these classics hit both memory and modernity.
Global rollout is focused, flavour-first, and deeply aligned with changing social norms.
🧠 Merch & Effect POV
No & Low isn’t about what’s missing. It’s about what’s possible. Across markets, we’re seeing the same story play out: younger consumers are rejecting shame-based drinking culture and replacing it with intentionality, design, and joy.
At Merch & Effect, we believe brands should stop thinking of no/low as the sober cousin of “real” drinks. This is a category with momentum, not modesty.
From a POSM perspective, it’s time to:
Rethink menu architecture: feature non-alc where the action is, not as a side-note.
Deploy sensory storytelling: leverage taste, texture, and colour to drive desire.
Educate frontline staff: every no/low listing needs a trained advocate behind the bar.
Use visibility to validate choice: placement and premium branding make abstaining feel aspirational.
This is the era of inclusive indulgence—and the brands who embrace it won’t just win new consumers, they’ll redefine what drinking means altogether.
Source: https://drinks-intel.com/cross-category/where-has-the-no-low-alcohol-category-planted-its-roots-_-category-intel/#
Source: https://drinks-intel.com/cross-category/where-has-the-no-low-alcohol-category-planted-its-roots-_-category-intel/#
Source: https://drinks-intel.com/cross-category/where-has-the-no-low-alcohol-category-planted-its-roots-_-category-intel/#
beyond posm
