While Dry January is a popular way to start the year on a healthier note, more and more people are jumping on the alcohol-free lifestyle year-round. Millennials and Generation Z in particular are drinking less in general. It was inevitable drink brands would come up with a creative solutions.
The charity Alcohol Change UK said its polling shows more than 6.5 million adults intend to participate in dry January. Almost half of 1,000 shoppers (48%) quizzed in a survey by Perspectus Global in October said they were planning to give up booze for January, with 24% doing so for the first time.
2020 was a year like no other. Same goes for the Low and No category. With this rise in demand, more and more flavours and ranges are being introduced. Plus, countless businesses around the country are including mocktails on their menus and website, and there are even some non-alcoholic bars opening up across the country!
“Do Low and No Alcohol Drinks Taste Good?”
As a growing number of people choose to drink ‘less and better’, the universe of low- and no-alcohol beverages is rapidly expanding and new tasty formats are being launched all the time. Here will give you a low down on the opportunity and why now is the time to take the low and no seriously…
Why Are We Drinking Less Alcohol?
In the UK, alcohol consumption is in long-term decline. The growing numbers taking part in Dry January for example (some 4.2 million last year) is a clear example of a broader shift as people drink less. This trend is particularly notable among the young – surveys indicate that 29% of 16-24 year-olds are teetotal (up from 18% in 2005). But it’s a wider phenomenon too – a quarter of UK adults are looking to reduce their alcohol intake (YouGov/Portman Group poll, January 2019) and the proportion of adults who drink alcohol is at its lowest level on record: 57% in 2020, compared to 64% in 2005 (UK Office for National Statistics).
It’s increasingly a case of “no booze please, we’re looking for something that fits our lifestyle“. Various reasons are cited for the move away from alcohol. These range from the practical (numerous drink driving awareness campaigns) to the nutritional (fewer calories), necessity (pregnancy) or spiritual (religion).
Among the young, dynamics include risk aversion in the age of social media and the internet, a lack of economic security (people tend to drink more when financially secure) and a desire to distance themselves from their heavier-drinking parental generation (same goes for smoking and unhealthy snacking too).
A High Growth Opportunity for Retailers
In theory, it should be a tough environment for low & no-alcohol drinks. Yet one of the industry’s most pervasive trends is still going strong. Despite the fact Brits are all but confined to their homes amid the Covid-19 pandemic, sales of low & no-alcohol drinks are still on the up.
While low- and no-alcohol wines have not kept pace with beers or distillates, neither have they stood still. While it still makes up less than 5% of the total beer market, alcohol-free and low ABV drinks were the first types of lo-no products to win over consumers. More than half of Brits who took part in a survey last year said they have at least tried a non-alcoholic beverage, while 52% also said non-alcoholic beers have become more socially acceptable in the past two years.
“…those that don’t want to sacrifice their favourite tipples at the expense of their wellness and healthier lifestyle?”
Sales volumes of low and non-alcoholic beer have risen by about 18% in the past five years in western Europe, according to Euromonitor, and are forecast to climb another 12% by the end of 2022. Growth has been even stronger in the UK. It’s no surprise then that the low and no alcohol movement has grown exponentially in that time; no longer are teetotallers stuck with a soda and lime, diet coke or dodgy alcohol-free ‘beer’. Leading alcohol brands like Bacardi, Becks, Seedlip and Pernod Ricard have been joined start-up challenger ranges such as Drynks Unlimited, who are rapidly tapping in to this hottest of latest trends.
With the closure of many pubs and restaurants for the foreseeable future, for those that don’t want to sacrifice their favourite tipples at the expense of their wellness and healthier lifestyle, what are the perfect options for a virtual alcohol free pint, spirit or cocktail with friends?
3 Low and No Alcohol Ranges for Retailers
Low-and no-alcohol drink is something of an enigma. Legally, it doesn’t exist – officially, ‘wine’ should contain a minimum of 8% alcohol by volume (abv) unless specifically exempt for example. While the nation’s pubs, bars and restaurants are out of action for the foreseeable due to coronavirus, there are still ways to enjoy your favourite tipple at home during the week. But what are people looking for from low and no alcohol alternatives?
Well flavour is key. Instead of fruity, simple alternatives, people are looking for flavour… they expect something balanced and interesting. It should replicate the experience and pleasure of drinking their alcoholic counterparts. Also, appearance is important; they don’t want to be singled out so non-alcoholic cocktails for example, need to be indistinguishable from their alcoholic siblings…..
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SAVYLL… ALCOHOL FREE COCKTAILS
Faithful recreations of world classics that are genuinely crafted and ready-to-drink. An adult soft drinks brand which has entered the no and low game, Savyll have launched a range of six ready to drink premium non-alcoholic cocktails.
Comprising a Bellini, Gin & Tonic, Moscow Mule, Mojito, Old Cuban and Spiced Rum & Cola, the alcohol free cocktail range is made with a blend of natural ingredients and extracts that aim to recreate the sophisticated flavours of some of the world’s most popular cocktails.
Savyll cocktails are an alcohol free reinvention, crafted with all of the exuberance and ambition of cocktails, so drinkers, moderators and abstainers can all enjoy the party! RRP £2.99
DRYNKS UNLIMITED… ALCOHOL FREE LAGER, BEER AND CIDERS
Craft-styled Lager, Beer and Cider drinks that are all 0% alcohol – so tasty you’ll believe you’re drinking the real thing! In fact this range is the first British-made 0% lager, the Drynks Unlimited team are tapping in to the rapidly growing low- and no-alcohol category.
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The business was founded in 2017 by ex-marketing director and drinks industry expert Richard Clark who had a burning desire to create the best alcohol-free drinks portfolio on the market. He spotted an opportunity to build a company of drinks experts with the sole purpose to develop great-tasting alcohol-free drinks that give anyone not wanting to drink booze a real choice.
Drynks Unlimited are pioneering the next generation of alcohol-free drinks. Using dealcoholisation technology – the only UK drinks company to do so – that uses the cool vacuum distillation process, which gently removes alcohol from full strength alcohol, while retaining the character and flavour of the original liquid.
The range of ‘Smashed’ Lager, Cider, Ale and Citrus Beers are rethought drinking for today’s drinker. RRP £2.39
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NIX & KIX… SOFT DRINKS WITH A GROWN-UP TWIST
Natural, low calorie adult soft drinks with a twist. NIX & KIX are on a mission to remove the stigma that alcohol free soft drinks are boring and unhealthy. Until now there’s been a lack of imagination, a lack of experimentation, and a lack of passion. Here to give soft drinks a new name. And some added kick. It might be surprising a drink with cayenne pepper and NO added sugar or chemicals can deliver a kick that evokes the WOW factor!
What’s The Nix? No refined sugar, all natural, vegan friendly. Falls below sugar tax threshold and there’s no artificial sweeteners or flavourings. And the Kix? A kick from UK chilli – top quality flavours mixed with a subtle hint of chilli sourced from Bedfordshire.
They’re a great non alcoholic option at night and a refreshing alternative to sugary and artificially sweetened drinks during the day. RRP £1.15
Wholesale Low & No with Epicurium
People now understand the benefits of low and no alcohol as it that fits into their rituals without excess. Being able to offer the products highly in demand – low and no alcohol, healthy snacks, long life meal solutions, premium confectionery – to those outlets and business which remain open, Epicurium has been able to continue with some degree of normality, building on top of what was already a highly reliable service.
Having a wider selection of trendy healthier low and no alcohol alternatives also not only begins opening existing customers to a wider selection of options, but also helps to attract a new audience to your business and helps keeps a sense of wellness when working from home. Key to achieving this success is the ability to react quickly to trends, keeping stock levels nimble and finding the right mix of popular challenger brands and niche new finds.
To discover more about the world of healthier drinking browse our website or alternatively get in touch with a member of our team to discuss how to integrate new ranges into your snack and drink mix. With a quick turnaround of 24-48 hours, no minimum order and free delivery on any order over £80, our team here at Epicurium can have you tapping into the newest healthier low and no alcohol brands, from the UK and further afield, in no time.
