![]() Made in Chelsea star Spencer Matthews’ launched his nolo brand, CleanCo, in 2019, and received a $2m boost from a US investment fund last year. “The low-and no-alcohol sector has remained resilient through the crisis, although growth of low- and no- spirits has been hampered by the absence of a fully functioning on-premise channel, seen as key to bringing the category closer to consumers.” Wellness / clean drinkingĪ flurry of health-conscious drinks entrepreneurs are capitalising on our urge to reduce alcohol consumption and live healthier lives, it seems, with the NOLO market a prime target for new product development.ĭespite early anecdotal evidence suggesting that people were stockpiling alcohol and drinking more during lockdown (certainly at home), the reverse also appears to be true, with the pandemic highlighting “that moderation and wellness trends continue to resonate with consumers,” says the IWSR. It followed the launch of Beavertown’s Nanobot, a lighter 2.8% ABV beer. Lazer Crush is a 0.3% IPA and contains just 83 calories per 330ml can. ![]() Last year London-based craft brewer Beavertown launched its first ‘alcohol-free’ beer after reporting soaring sales of low ABV drinks during lockdown. “The segment is likely to become even more of a focus for smaller craft producers who are able to bring a diverse range of products to the market in future,” the IWSR said. But its launch was short-lived after Diageo was forced to recall the product in November over fears of microbial contamination.īut while increasingly larger brewers are shaping the category, smaller brands are working hard to carve a niche. This compares to most mainstream low alcohol beers that are either cold filtered to remove the yeast and bacteria, or heat pasteurised to kill all yeast and bacteria, and hence halt the production of alcohol. It is a de-alcoholised beer, where the alcohol is removed through a cold filtration method. That means a full 440ml can contains just over 70 calories. In October 2020, Diageo unveiled an alcohol-free Guinness stout, made at Guinness’ St James Gate brewery in Dublin, that comes in at 0.0% ABV and contains 16 calories per 100ml. The category has also had time on its side, with research into lower alcohol brews further into its de velopment than wine or spirits. According to the IWSR, the no/low beer and cider category now commands a 92% share of the total market, with the past few years seeing more and more big brewers throw their weight behind 0% beers on a larger scale. Non alcoholic beer continuesįor some time beer has been considered the biggest success story of the low and no alcohol movement, with the process of brewing making it easier to replicated the flavours and aromas of their alcoholic counterparts. Here, we take a look at the brands taking the NOLO market mainstream, and the trends that are shaping the category… 5. ![]() While countless other brands, including Diageo, William Grant & Sons and Martini, are launching products to tap into the growing NOLO market, with with beer, spirits and RTD’s, including hard seltzers, leading the charge. Last year renowned Italian mixologist Simone Caporale, formerly of Artesian at The Langham, launched a non-alcoholic ‘spirit’ that mimics the flavour and texture of alcohol. Called Zeo, the brand is aimed at ‘sober curious’ consumers seeking a high quality alternative to alcohol and comes in two variants: Botanical Dry and Spiced Oak. While many might be drinking more at home, a desire to reduce alcohol intake among a growing number of clean drinking, health conscious consumers is driving demand for more innovative non alcoholic options, and the industry is delivering. While there’s still a long way to go before a non-alcoholic wine can match up to the real deal, the motivations behind consumer choices are changing and larger swathes of the adult population are seeking out lower alcohol serves on a more regular basis. A recent study by the Portman Group found that 24% of British drinkers are keen to cut back on booze, rising to nearly a third (31%) for the 18-24 age bracket, dubbed ‘Generation Sensible’. ![]()
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