Consumers choose NOLO drinks primarily for flavour, not health or sobriety reasons
Contrary to PR and marketing dogma, what draws consumers to no-and-low alcoholic (NOLO) drinks is not health and sobriety but rather taste and innovative flavour experiences.
Commetric, a strategic media insights company reveals survey findings based on AI-powered analysis of 10,000 Reddit posts, on no-and-low alcohol (NOLO) drinks. One of the most notable points is that taste trumps health.
Taste is king
Taste and aftertaste were the most widely discussed NOLO product features, as users prioritised these sensory aspects when choosing beverages that replicate the experience of traditional alcoholic drinks or offer new flavours.
Ingredients and nutrients came second, as fewer users commented on things like calories and carbs, or how consuming less alcohol was part of their lifestyle.
Social glue
NOLO beers are increasingly used as “social glue” at gatherings. This emphasis on social settings suggested that NOLO beer served more to maintain social cohesion and inclusion rather than being primarily chosen for health reasons or as part of diets and sobriety efforts. And in these social settings, Reddit users focused on NOLO options from well established brands with a strong reputation in the alcoholic beverage market, like Heineken or Guinness, rather than on newer specialised brands.
Discerning palates vs flavour explorers
Going deeper into the Reddit data, Commetric distinguished five NOLO consumer personas to understand the motivations, preferences and behaviours of various market segments:
The discerning palate: This persona dominates the discussions, with many comments focusing on NOLO drinks that closely mimic the taste and experience of alcoholic beverages. This includes a keen interest in the quality and authenticity of flavours.
The flavour explorer: Unlike the discerning palate, this persona is not focused on NOLO drinks that recreate the taste of real alcohol, but is rather keen on trying new flavours and brands, particularly those that offer unique or innovative takes on traditional beverages.
The health enthusiast: Choosing NOLO drinks to avoid the health drawbacks associated with alcohol, this persona is interested in beverages that are not only free from alcohol but also made with healthier ingredients.
The safe socialite: This persona values social interaction and uses NOLO drinks to stay involved in social activities without the effects of alcohol. They often seek bars where NOLO options are served.
The sobriety advocate: This consumer is either in recovery or supports someone who is, and they choose NOLO drinks as a way to enjoy social situations without compromising sobriety.
