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No & Low Opportunity

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Sponsored post in partnership with Diageo.


No & Low Alcohol drinks have gained traction over the past few years1.  If we look back five years, no one would have heard of ‘no & low’, but it’s become a frequently used term, with several NPD launches and even alcohol-free pop-up bars appearing.


At the end of January 2020, the sector had grown to £69.7m retail sales value in the GB on-trade, which is up 49% versus last year.1 Consumer interest in No & Low Alcohol products showed no sign of slowing in 2020 with significant off-trade growth of 20% in the 52-weeks to 5th of September.2

Driving growth is consumer lifestyle adaptation. Adult consumers are looking to lead more balanced lifestyles with 68% proactively trying to lead a healthy lifestyle3. This has led to a rise in moderation with 42% of GB on-trade consumers claiming to be moderating their alcohol consumption4 and we are seeing moderation occasions across the year. Typically, those who are “not drinking” have opted for an alternative soft drink, but these are not seen as special enough for a number of consumers who want a more exciting choice in those moments and hence the growth of the No & Low Alc drinks

There have been many No & Low variants emerge across beer, wine and spirits, with consumers perhaps most familiar with beer variants which are seeing significant growth versus a year ago1.  More recently, more spirit-style variants have appeared on the market, notably Gordon’s 0.0 which launched in December 2020. Gordon’s 0.0 is a new alcohol-free alternative from the UK’s favourite gin brand5. Made using only the finest distilled botanicals, just like Gordon’s London Dry Gin, new Gordon’s 0.0% provides the bold, juniper-led character you know and expect from the brand. This makes it a great alcohol-free alternative for customers.

What should you be doing as an outlet to tap into the No & No occasion?

We recommend that you stock a compelling range of products across Beer, Cider, and Spirits depending on your customer base and drive awareness through merchandising, POS and menus.

To achieve this, you should start by stocking category leaders and known brands within the biggest sub-categories of Beer, Cider & Spirits.  In the 12 weeks to the 31st of October, the category leaders were:  beer - Heineken 0.0; cider -  Old Mout Cherries & Berries Alcohol-Free; and spirits - Seedlip Garden 108.6

Once you have established your core range, if relevant to your outlet, you should drive further excitement and trade-up by stocking premium products and alcohol-free alternatives to your best-selling cocktails such as a Martini or Spritz.

To drive awareness and sales of the category in your outlet, you need to ensure the products are visible. We recommend using signage and POS to highlight the category on the back bar and showcase the range on ‘hotspots’ at key points in the year. On the menu, we advise you to showcase the products together to make it clear and easy for consumers to find and purchase. Finally, you should ensure your staff are trained to understand the category and brands you stock, so they are able to explain, sell and serve to customers perfectly.

RECIPE: GORDON'S 0.0 G&T

INGREDIENTS

- Copa Glass 2/3 filled with ice
- Gordon’s 0.0 - 50ml
- Tonic - 150ml
- Garnish with Lime Wedge

 

RECIPE: SEEDLIP LIGHT & BREEZY

INGREDIENTS

- Copper mug filled with ice
- Seedlip Grove 42 - 50ml
- Ginger Beer - 150ml
- Garnish with a lime slice

 

About the author

Bethan Jones

Bethan is Customer Category Manager at Diageo; bringing data to life to create insight and recommendations to grow the adult drinks categories in the GB On-Trade.

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