{"id":41073,"date":"2025-09-10T22:19:27","date_gmt":"2025-09-10T20:19:27","guid":{"rendered":"https:\/\/www.vinexposium.com\/?p=41073"},"modified":"2026-01-10T22:30:59","modified_gmt":"2026-01-10T21:30:59","slug":"the-insatiable-global-thirst-for-no-and-low-alcohol-alternatives","status":"publish","type":"post","link":"https:\/\/www.vinexposium.com\/en\/actus\/industry\/the-insatiable-global-thirst-for-no-and-low-alcohol-alternatives\/","title":{"rendered":"The insatiable global thirst for no- and low-alcohol alternatives"},"content":{"rendered":"
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If a bar or store doesn\u2019t offer non-alcoholic options, they\u2019re missing out.<\/p>\n

We are reframing how we talk about these offerings.<\/p>\n

Until recently, alcohol moderation was a fleeting commitment often tied to themed months like Dry January or Sober October<\/strong>. Today, it has evolved to a lifestyle choice, driven largely by the values of Gen Z (those born from 1997) and echoed by other demographics. This shift is rooted not just in health consciousness but also in deeper concerns around mental wellness, social clarity and economic sustainability.<\/p>\n

Across age groups \u2013 Millennials, Gen X and Boomers<\/strong> \u2013 more individuals are choosing to be \u201csober curious,\u201d and practice \u201cmindful drinking,\u201d meaning they are reducing their alcohol intake and approaching drinking with greater awareness and restraint. Imbibers now bookend their evenings, starting with non-alcoholic drinks and switching to alcoholic ones \u2014 a practice similar to \u201czebra striping,\u201d or alternating alcoholic and non-alcoholic drinks \u2014 to reduce total alcohol content.<\/p>\n

Coincidentally, the rise in moderation aligns with a global decline in alcohol consumption. IWSR reports a 2% drop in volumes since 2019. The growing no- and low-alcohol segment offers producers a chance to capture a burgeoning market; IWSR No\/Low Alcohol Strategic Study 2024 predicts that no-alcohol will drive growth, adding $4 billion by 2028. If growth continues, the segment could add another $10 billion by 2034.<\/p>\n

The supporting data is robust. A 2024 Gallup Poll recorded a 5% drop in U.S. adults drinking alcoholic beverages from 65% to 60% over six years. Americans’ weekly drinks also dipped from 4.0 to 3.6. Euromonitor\u2019s 2024 global report shows a 0.2% decline in volume consumption, one of only three such instances in 15 years, with non-alcoholic drinks rising across categories. In the UK, the KAM report Drinking Differently: Low & No 2025 <\/em>found that nearly\u00a036 million UK adults, 76% of those who drink, are moderating\u00a0their alcohol intake, though not rigidly.<\/p>\n

Meanwhile, the IWSR finds that no- and low-alcohol beer, wine and spirits are seeing unprecedented interest. In 2024, the Top 10 consumption markets contributed $15.7 billion, over 60% of which came from non-alcohol products, equating to 5.88 million bottles, a 13% increase over the previous year. The category includes low-alcohol and no-alcohol beer, wine, spirits, RTDs and alcohol adjacent drinks. Among them, beer dominates. Wine and spirits comprise 4% of non-alcoholic volume, according to IWSR, but both are gaining visibility through premium innovation.<\/p>\n

Perfecting alcohol free wines <\/strong><\/span><\/h2>\n

\u201cFour years ago, the alcohol-free wine category hardly ever carried the name of a recognised wine producer,\u201d says Christine Parkinson, co-founder of London\u2013based Wine Alcohol-Free Awards (WAFA) and the former group wine head at Hakkasan Group (now part of Tao Group). Producers acknowledged the demand, she recalls, but no one was ready to put their name on it. That has changed now.<\/p>\n

\u201cIt\u2019s like a gold rush,\u201d Parkinson says. \u201cProducers and restaurants are rushing to find a way to offer non-alcoholic wine in their portfolio.\u201d \u00a0The WAFA\u2019s latest competition received nearly 600 non-alcoholic products from 31 countries. Co-founders Parkinson and Chris Losh highlight a noticeable leap in quality.<\/p>\n

\u201cIn the early days of alcohol free, wine producers generally used the cheapest stuff they could find,\u201d Losh says. \u201cThis year, the award-winning entries used higher quality grapes and were less reliant on grape must or sugar.\u201d<\/p>\n

Torres was the first to enter the NOLO space, launching its first dealcoholised wine, Natureo White, in 2008. By 2018, the flagship Sangre de Toro range followed suit. The winery is investing \u20ac6 million in a dedicated non-alcoholic facility that uses the spinning cone method<\/strong><\/a><\/span>, one of the most trusted systems for removing alcohol while preserving aromas.<\/p>\n

In Argentina, Bodega Catena Zapata debuted a sparkling non-alcoholic ros\u00e9 at Wine Paris 2025, utilising vacuum distillation, a gentler and more efficient de-alcoholisation method. Meanwhile in Australia, Treasury Wine Estate (TWE) launched an AUD 15 million facility in Barossa to produce the next generation of low- and no-alcohol wines using proprietary technology.<\/p>\n

Bordeaux is advancing, too. Co-op Bordeaux, Bordeaux Families and prestige players like Coralie de Bouard of Chateau Angelus have all entered the space. French Bloom, aimed at the super-premium level, has been buoyed by demand, prompting Moet Hennessy to acquire a minority stake.<\/p>\n

But among all the innovation, taste remains the industry\u2019s biggest hurdle. Once alcohol is removed, the acidity, sugar and tannins need a rebalance. Winemakers are working on newer ways to compensate for the loss of viscosity, mouthfeel and a much-needed realignment of flavour. Parkinson says that while sparkling wines are widely accepted for their freshness and mouthfeel, winemakers are still working to better represent varietal characters. Producers are now selecting varietals that better withstand de-alcoholisation like Chenin Blanc, Pinot Grigio, Tempranillo and Shiraz.<\/p>\n

Douglas Shouler, a pioneer of the category, sits at the forefront of premium non-alcoholic wine development after successfully developing New Zealand\u2019s award winning non-alcoholic premium wine Giesen. He points to new technologies like dialysis membrane and resin absorption columns (RAC) that optimise flavour. \u201cThe technology is certainly becoming more advanced,\u201d Shouler says, \u201cWe will see higher quality products being produced that are more vinous, and require less sweetness to balance the wines.\u201d<\/p>\n

Crafting no alcohol spirits<\/span><\/strong><\/span><\/h2>\n

While no-alcohol wine is gaining a stronger foothold in markets like the U.S., Europe and Australia, spirits are gaining ground globally. These non-alcoholic spirits mimic traditional spirits like gin, whisky, rum and tequila crafted through distillation of botanical and herbs, tea, roots and spices. The drinks and RTD\u2019s are available on retail, DTC channels and at every bar, where mixologists lean on them to craft non-alcoholic cocktails.<\/p>\n

According to Allied Market Research, the global non-alcoholic spirits market size reached $325.8 million in 2023 and is projected to hit $706.7 million by 2033, growing at a CAGR of 8.1%. North America leads in revenue, followed by Europe and the UK.<\/p>\n

Major players like Diageo have invested in non-alcoholic brands Seedlip and Ritual Zero Proof, validating the category\u2019s future potential. Pernod Ricard has backed Ceder\u2019s, a Swedish botanical gin alternative, while brands like Seagrams and Beefeater\u2019s have now introduced 0% gin variants.<\/p>\n

Grassroot innovations are thriving, too. Copenhagen-based brand ISH, which produces non-alcoholic spirits and cocktails known for replicating the \u201calcoholic bite\u201d using a distillate of chilli seed hulls. Founder Morten S\u00f8rensen says he started ISH \u201cto make it easy to be a mindful drinker. The first step is creating amazing taste, whatever the cost.\u201d Their third-generation spirit line shows greater flavour concentration, with more innovation underway. \u201cThere\u2019s continuous development at ISH. The objective has always been: how do we get that intensity in the product?\u201d S\u00f8rensen says.<\/p>\n

A 2019 study by Distill Ventures found that 55% of London venues had dedicated non-alcoholic sections. Six years later, such options are expected across global markets. \u201cConsumers expect non-alcoholic options,\u201d S\u00f8rensen says. \u201cIf a bar or store doesn\u2019t offer them, they\u2019re missing out.\u201d<\/p>\n

Emerging new drink categories<\/span><\/strong><\/h2>\n

\u201cThe wine world rightfully has a lot of regulation. But that’s not the case yet in the world of alcohol free. People are inventing drinks that never existed before with pure creativity,\u201d says Parkinson. WAFA entries include adaptagenic drinks with CBD, ashwaganda, green tea and nootropics like caffeine, Adderall, Ginkgo biloba, mushrooms and Lion\u2019s Mane.<\/p>\n

UK-based Three Spirits uses adaptogenic plants and nootropics to \u201coffer a third way between drinking and not drinking.\u201d U.S. brand Flyers infuses zero-proof cocktails with 5mg of cannabis.
\nAlcohol adjacents are especially popular in the U.S., where the sub-segment is valued at around $98 million, within the no\/low market worth $2.2 billion. Some 34% of U.S. consumers have purchased drinks in this category, followed by Australia and Canada.<\/p>\n

Another sub-segment, RTDs (ready-to drink beverages), include low-alcohol cocktails, no-alcohol bitters; no-alcohol wine replacements and alcohol-free drinks like kombucha, probiotics and others that targets alcohol or aperitif occasions. Brands like Ghia use Riesling grape juice botanicals like gentian root and ginger, while Poppi (now acquired by PepsiCo for $2 billion) leverages probiotics. Jukes\u2019 Cordialities, a botanical drink, created by wine critic, Matthew Jukes, is based on apple cider vinegar-based..<\/p>\n

This segment is dominated by smaller names looking for a foothold, but innovation in RTDs is surging. IWSR reports that Australia\u2019s non-alcohol RTD volume nearly quadrupled in 2022 and now accounts for 3% of the national no-alcohol category. Brands like Monday Distillery and Ms Sans are widely available in retail chains and alcohol retailers like Dan Murphy. Markets with younger demographics, like the U.S., Canada and Australia, are leading adoption, along with Japan, which has a surprisingly high share of older drinkers.<\/p>\n

Global markets and channel trends<\/span><\/strong><\/h2>\n

Yet despite growing interest, global uptake varies. \u201cIn Asia, demand remains modest for now, despite alcohol sales being down by 10-12%,\u201d says Bobby Carey, creative director at Proof Creative, a Singapore-based bar and drinks consultancy. \u201cBut it\u2019s gaining traction.\u201d<\/p>\n

The non-alcoholic spirit market performs best in cocktail bars, where spirits and mixers are used to create sophisticated cocktails. \u201cSingapore and Hong Kong are probably ahead. Places like Bangkok, Vietnam and Indonesia are not far behind,\u201d Carey says.<\/p>\n

Yet most bars in the region offer only a limited non-alcoholic cocktail menu except for bars like Mostly Harmless, the newly turned sober bar in Hong Kong. \u201cIt\u2019s not a want or a need yet, it\u2019s a request,\u201d he says. The non-alcoholic cocktail menu brings no more than 5% to 10% of the bar\u2019s revenue. In contrast, a bar in Europe can expect 20% of revenues from its non-alcoholic options.
\nIn the Middle East, demand is more structured. Proof Creative works with hotel chains in the Middle East to design non-alcoholic programs. \u201cHotel life is changing and adopting wellness tourism much more than before. They need to have a well-rounded offering for all guests,\u201d Carey says. Australia and New Zealand show strong interest and innovation: 31% of consumers are now buying no-alcohol products.<\/p>\n

Retail and DTC remain dominant, but on-premise is catching up. ISH founder, S\u00f8rensen shares his experience with low alcohol cocktail options: \u201cThese hybrids are a hit \u2013 especially at festivals and bars. A great example is our \u201cFeel Free Bar\u201d at Live Nation festivals, where we roughly serve one drink per minute non-stop throughout the events.\u201d<\/p>\n

What\u2019s driving the shift?<\/span><\/strong><\/h2>\n

\u201cThe consumer is really driving the category; it\u2019s driven by moderators, not abstainers,\u201d says Shouler. He firmly believes that the future of the category lies in premiumisation and authenticity. \u201cThe biggest move toward premiumisation is to improve the quality of the base wine.\u201d<\/p>\n

Of course, challenges remain. \u201cNothing can really replace the weight, heat and length that alcohol brings to wine,\u201d Shouler says. But through technology and quality winemaking based in high-class grapes, he believes, the wines could be complex, nuanced and even exhibit terroir specificities.<\/p>\n

Taste remains the top priority across all sub-categories. S\u00f8rensen believes small batch production will drive meaningful innovation. \u201cIt\u2019s about creating different drinks, offering exciting experiences and then satisfying the consumers who are searching for something new.\u201d<\/p>\n

Ultimately, it may be language itself that needs to evolve. \u201cWe are reframing how we talk about these offerings,\u201d says Carey. \u201cWords like \u2018guilt-free\u2019, \u2018virgin\u2019 and \u2018mocktail\u2019 are out. It\u2019s more about what the drink is inspired to do and framing it in a positive manner.\u201d<\/p>\n

About Nimmi Malhotra :<\/span><\/strong><\/h2>\n

Nimmi Malhotra<\/strong> is a wine communicator based in Singapore with a rich background in publishing. As an independent writer, Nimmi covers the wine and spirits scene across Asia, contributing to key publications in Singapore, the UK, India and Australia. An experienced speaker and panel moderator, she actively engages in industry discussions on contemporary topics.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

If a bar or store doesn\u2019t offer non-alcoholic options, they\u2019re missing out. We are reframing how we talk about these offerings. Until recently, alcohol moderation was a fleeting commitment often tied to themed months like Dry January (\u2026)<\/p>\n","protected":false},"author":14,"featured_media":40976,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2],"tags":[],"class_list":["post-41073","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry","format-article"],"acf":[],"yoast_head":"\nThe insatiable global thirst for no- and low-alcohol alternatives – Vinexposium<\/title>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The insatiable global thirst for no- and low-alcohol alternatives – Vinexposium\" \/>\n<meta property=\"og:description\" content=\"If a bar or store doesn\u2019t offer non-alcoholic options, they\u2019re missing out. 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