The rise of low and no – Is wine ready for a moderating world?

Author: Ananda Roy, SVP Thought Leadership Europe, Circana Circana’s data shows that moderation among consumers, especially Gen Z, is no longer episodic; it is a mindset. As functional, no/low drinks gain momentum and the boundaries of the drinks industry are redrawn, how can wine remain relevant? For a long time, low-no was the alcohol industry’s easiest category to brush aside as a challenge (such as Dry January), a niche alternative for the health-conscious or a fallback option for people who couldn’t drink, rather than a deliberate choice for people who simply didn’t want to. But the data...