At the beginning of this year the Portman Group in the UK published the results of a YouGov poll which found that 24% of British drinkers had already switched some of their drinking to Low-Alcohol variants or would be doing so over the next six months. This trend is likely to have grown considerably since then.
In the case of 18 to 24 year-olds, dubbed “Generation Sensible”, just under one in 10 had already switched to non-alcoholic beverages completely.
This move towards lighter alcohol drinks has had an effect on the direction of drinks innovations in beers, spirits and wines and in the off-trade supermarkets are steadily building whole sections in homage to NoLos.
Here in Ireland Exterion Media Research highlighted the growth in Non-Alcoholic drink consumption amongst those living in city suburbs by pointing out that over 28% of Irish Urbanites are buying Non-Alcoholic beer at least once per month.
Amongst the reasons given for this are: socialising and driving which top the list (48%) with driving “the next day” coming in second (23%). Then 18-34 year olds’ aversion to hangovers (27%) and their desire to “stay in control” (19%) significantly influence this demographic group’s choice of tipple.
Key trends in NoLo demand
As sales of non-alcoholic beers, ciders, wines and spirits continue to grow in Ireland, Exterion’s award-winning consumer panel’s Work.Shop.Play survey identified key trends as well as societal and lifestyle changes that impact the sector.
Its latest survey on consumption patterns of non-alcoholic beers, ciders, wines and spirits, which delivered 676 responses from adults over 18, was issued to the Irish Work.Shop.Play community last month.
Significantly, perhaps, 72% of respondents would like more brand choice and wider availability in bars and restaurants with 44% looking for better range in supermarkets and off-licences.
At the same time consumers who do want to see more Low and No Alcohol Beer choice when they’re out have found them hard to find according to Club Soda in the UK.
Yet many venues labour under the illusion that customers don’t want NABLABs, it reports.
If on-trade retailers have recently taken onboard a selection then patience is required, suggest the pundits.
“Sales might not skyrocket and customers may take some time getting used to the new offer,” advises Club Soda’s report, “We also would encourage venues to train their staff around the Low and No Alcohol Beers including the health benefits so they can pass their knowledge and recommendations onto the customer.”
Today, three-quarters of Irish Urbanites believe that non-alcoholic beverages have become more socially acceptable while 70% of the WorkShopPlay panel are more conscious of their alcohol consumption now than five years ago and plan to try more non-Alcoholic beers in the future (68%).
Still a stigma?
But 23% believe that there’s still a stigma around drinking non-alcoholic drinks with 17% of all respondents stating they often abstain from drinking alcohol during November, January or Lent.
Nevertheless, the Irish Brewers Association reported a 60% increase in sales of non-alcoholic beer last year to give it a market share of 0.6% from 0.4% the previous year – small, admittedly, but considering the rate of growth witnessed in other countries, not to be underestimated as a sub-category. Two-thirds of it is sold via the off-trade.
Gary Byrne, Alcohol Specilaist at Musgrave MarketPlace, points out that NABLABs are a runaway success with sales up over 150% year-on-year, well above the national average increase of 60% between 2017 and 2018.
Indeed NoLo beverages enjoyed a 1,200% sales boom between November last year and January this year.
Non-Alcoholic cocktails or “Mocktails” have a huge role to play in the future of the mixed drinks market believes Nathan Boyes, CGA’s Senior Client Manager for the UK. CGA’s BrandTrack data shows two-thirds (66%) of consumers proactively trying to lead a healthy lifestyle. The trend is particularly pronounced within younger age groups.
“Nearly one in six (15%) of 18 to 24 year-olds now class themselves as teetotal and another fifth (20%) are drinking alcohol on a less than monthly basis,” he states, “But consumers are still going out into the on-trade with overall frequency holding steady over the last five years. So what are these health-conscious, alcohol-moderating consumers drinking, and how can operators respond?
“Suppliers have been busy rolling out new No and Low Alcohol variants across the drinks sector. However, while only one in eight (12%) consumers has drunk a No or Low Alcohol Beer in the on-trade over the past six months and even fewer (6%) have tried No or Low spirits brands, one in six (17%) has bought mocktails or low-alcohol cocktails.”
He also points out, “With half of cocktail drinkers now engaged with Low or No Alcohol variants, there’s clearly a huge opportunity for both operators and suppliers to promote traditional mocktails or use No or Low Alcohol spirits to put new twists on classic mixed drinks”.
What’s more, the trend shows no sign of slowing, he adds.
“Our Mixed Drinks Report indicates that well over a third (38%) of No or Low alcohol cocktail consumers are drinking more than they were a year ago. More than half (55%) think these cocktails taste the same as, or even better than, their alcoholic counterparts.”
He concludes, “But to fully capture this market of moderators, the range, quality and serve of mocktails has to be on point.
“The premiumisation trend that we have seen in many drinks categories is in action here too—but it is important to remember that the price has to be right.
“Since three in four consumers expect mocktails to cost less than regular cocktails, outlets need to make sure their prices entice consumers rather than drive them away. If operators and suppliers can get all these factors right, mocktails could create the perfect blend for success in 2020 and beyond.”
He goes further: “Perhaps more than any other drink, mocktails play very well to the health trend. A fifth (21%) of those who drink them do so to moderate their alcohol intake and a similar number (20%) because they want to avoid a hangover. Rather than cutting out alcohol completely, many are switching to No or Low drinks because they fit with their busy midweek lifestyles and health kicks. They seem particularly well suited to the after-works drinks market.”
With the No & Low category exploding in Ireland, BrewDog is on a mission to prove that alcohol-free does not equate to taste-free.
BrewDog has just released a new alcohol-free beer, Punk AF – and now it brings you a new alternative to the mainstream – a beer for those seeking a Point Of Difference; at 0.5% ABV it brings all the attitude of the flagship, all of the flavour – but none of the alcohol.
Punk IPA was the beer that kick-started the craft beer revolution and Punk AF is the next step in BrewDog’s desire to brew beer for every taste and occasion
Brewed with eight different hops from North America, New Zealand and Europe Punk AF lives up to its billing in every respect. Juicy tropical fruit mixes it up with grassy notes and a hit of resinous pine, all sitting on a solid foundation of four different malts. Alcohol-free beer just got punked-up. This is Punk AF. The new saviour of alcohol-free
Nanny State is BrewDog’s original Low Alcohol product, a hardcore beer that leaves the alcohol out. Nanny State breaks the curfew and slips under the radar. A brigade of speciality malts and North American hops sends bitterness to the brink and back.
Squeezing this many hops in and the alcohol out is testament to BrewDog’s craft. Brewing a full-flavoured craft beer at 0.5% is no easy task but with a backbone of eight different speciality malts Nanny State will tantalise your taste-buds and leave you yearning for more. This is only the beginning of a No & Low offering from BrewDog; watch out for its ever-expanding portfolio in the New Year.
Distributed by Barry & Fitzwilliam.
Heineken 0.0 – now available on draught
In March 2018, Heineken Ireland launched Heineken 0.0% in bottle format, exceeding everyone’s expectations.
Heineken 0.0% gives Irish consumers more choice and variety for all occasions, empowering those who can’t or don’t want to drink alcohol to be involved in every beer and non-beer moment without compromising on quality or taste.
Since its launch, Heineken 0.0% has doubled the size of the non-alcohol category in Ireland of which it now has a 58% share.
In April 2019 Heineken 0.0% kicked-off its draught journey with an initial trial in a number of Dublin accounts. Based on this successful trial and the positive consumer response to Heineken 0.0%, Heineken Ireland is fast-tracking a nationwide rollout of Heineken 0.0% on draught to a further 2,000 accounts in early 2020.
The launch of draught Heineken 0.0% comes in response to this success, to Irish consumers’ needs and demands as well as to the local cultural trend of a health-conscious and balanced lifestyle.
Blade is a unique plug-and-play pouring countertop draught solution system that requires no installation, no C02 and which provides the highest quality draught beer in the preferred format of a pint.
For further information contact your local Heineken Ireland representative to ensure you’re part of the next big innovation!
Free Damm is a crisp 0.0% alcohol-free beer that’s also gluten-free. Free Damm is made with the same ingredients as those used to make alcoholic beer but has the added benefits.
Free Damm is a clean, sparkling, transparent amber colour with shades of gold. It has a light head and lively, fine bubbles. It has a clean, intense aroma, with hops taking centre stage and with hints of fresh white flowers. The taste is delicate, with suggestions of grains and toast. The mouthfeel is smooth but with personality. A beer that’s fresh with just the right amount of bitterness.
Available from Counterpoint Ireland.
Carlsberg launches Carlsberg 0.0
The last 12 months have seen the alcohol-free category double in size with people looking for more balanced choices and just in time for Christmas Carlsberg Ireland has launched Carlsberg 0.0 – a Danish Pilsner with zero alcohol, zero sugar and 46 calories per bottle – across the country.
With a refreshing malty, caramel body and a crisp pilsner-style bitterness, Carlsberg 0.0 offers all the flavour of Carlsberg Pilsner but with zero alcohol.
“Balance is a way of life for the Danes,” said Carlsberg Brand Manager Hannah Todd, “They like to savour the everyday, whether meeting up with friends in the pub after work and cycling home or attending a gig and getting up for a park run the next day – with Carlsberg 0.0 you can choose both.
“The Irish and the Danes share similar values and with an upward trend in Ireland of consumers seeking more balanced drinking choices we’re confident that this new beer will go down incredibly well.”
The launch of Carlsberg 0.0 will be supported by an extensive multimedia campaign across Digital, OOH, PR, Sampling and Experiential throughout the Island of Ireland.
New Carlsberg 0.0 will be available in 330ml bottles in pubs, off-licences and supermarkets nationally from the end of November and a 330ml can will hit fridges and shelves from February onwards.
Grand Cru Beers
Grand Cru Beers has built Ireland’s most diverse assortment of Low and No Alcohol Beers spanning the varied range of beer styles available – all cold-shipped and cold-stored to give that brewery-fresh taste!
Within the portfolio, Weihenstephan, the oldest brewery in the world, takes centre-stage for the Non Alcoholic offering. Located in Freising, 30km from Munich, Weihenstephan offers both the classic Bavarian Helles Lager-style and Wheat Beer-style in Non Alcoholic form. Both beers are brewed to full strength for maximum flavour and are then reduced in alcohol content to less than 0.5% ABV and are available in 50cl bottles.
Also from Germany Veltins Brewery, located in the Meschede-Grevenstein area, is amongst the country’s largest producers of Pilsner beer offering the classic Veltins Pilsener full de-alcoholised at 0.0% ABV in a 33cl bottle.
The Cologne region has long been famous for Kolsch beer. Top amongst this city’s breweries is Fruh. Brewed with an ale yeast but cold-fermented Fruh Kolsch is available in 50cl bottles at 0.0%ABV.
Ambar Non Alcoholic is quite unique in the world of Non Alcoholic Beers as it’s also Gluten-Free. Brewed in Zaragoza by the Moritz Group 0.0% ABV Ambar is available in 33cl bottles.
With over 200 years of cider-making tradition to rely on Sheppy’s is a family-owned company now under the stewardship of David Sheppy, sixth generation Master of Cider. Blending the best of tradition with innovation and modern technology Sheppy’s Ciders are multi-award-winning. The Low Alcohol 0.5% ABV Classic Cider is available in 50cl bottles. It was recently awarded the Gold medal at the International Cider Awards.
Thornbridge has earned a reputation as the UK’s most innovative brewery. Founded in 2005 in Bakewell in the Peak District, Thornbridge has been at the vanguard of the UK craft beer scene. Big Easy is a low alcohol pale ale at 0.5% ABV. It overflows with sublime American hops which produce a beautiful bouquet of lemon, peach and apricot. This refreshing pale ale is guaranteed to satisfy the most discerning craft consumers; available in both bottle and keg.
All the above are available nationwide from Grand Cru Beers.
Noreast is an independent family business based in Dundalk who’ve been specialising in sourcing, importing and marketing an exclusive range of the finest NoLo beers to the Irish drinks trade since its formation in 1995 – beers such as Erdinger, Budvar and Krombacher.
Erdinger Alkoholfrei (ABV 0.5%) is produced exclusively in the Bavarian town of Erding. It’s brewed to the highest standards according to the strict Bavarian Purity Law of 1516 and besides being pleasingly refreshing, it has reduced calories (107 kj/25 Kcal per 100ml).
The monosaccharides like glucose and fructose contained in Erdinger Alkoholfrei provide energy quickly while polysaccharides (carbohydrates) provide longer-lasting energy.
In the late 90s, Erdinger Weissbräu revolutionised the beer market with its Erdinger Alkoholfrei – the first non-alcoholic beer also to be a true sports drink. With its isotonic properties, vitamin B12 and folic acid (B9), Erdinger Alkoholfrei is the ideal regeneration drink after sports. Our non-alcoholic wheat beer meets the needs of a large sporting target group for natural refreshment – perfect product features with which Erdinger Alkoholfrei quickly conquered a market previously dominated by Pilsners and light beers. Its unique status is guaranteed by a full, aromatic and lively wheat beer taste – which only Erdinger Alkoholfrei has in this form. And despite numerous imitators of its positioning and colour code, it has never relinquished its market leadership.
Erdinger Lo & No Innovation
Erdinger Grapefruit & Lemon represents a new taste for a new wheat beer generation which refreshes with the bittersweet taste of fruit to a recipe with purely natural ingredients and without any artificial aromas or preservatives.
Erdinger Alkoholfrei Grapefruit and Lemon are isotonic and contain vitamins B9, B12 & C.
These fruity variants of Erdinger Alkoholfrei are also particularly popular within the female target group.
Erdinger Alkoholfrei Grapefruit and Lemon are the perfect products for the fast-growing, non-alcoholic mixed beer segment.
Budejovicky Budvar Non Alcoholic
The combination of traditional Budvar brewing methods and the use of only the highest quality natural ingredients creates a beer with a delicate full flavour but a minimum content of alcohol (ABV 0.5%) for those who enjoy a great beer flavour but don’t want an alcoholic beverage.
Krombacher Non Alcoholic
The purest ingredients and the care taken in the brewing process create a beer of great style and flavour without the alcohol. Krombacher NA (0.5% ABV) enjoys a distinctive, crisp and refreshing taste with a mild hop aroma.
Peroni Nastro Azzurro
Peroni Nastro Azzurro launched its first alcohol-free beer in March 2019. Building on the trend for mindful alcohol consumption as part of a balanced lifestyle, Peroni Libera 0.0%, meaning ‘free’ in Italian, is now available nationwide.
Peroni Nastro Azzurro has continued to see double-digit growth in Ireland in 2019, strongly outperforming the market in both the on- and off-trade while leading the Super-Premium beer category in the Irish market claims the company. Consumers are trading up to ‘Super-Premium’ beer brands where quality and provenance are highly sought after.
Peroni has a strong track record of successful innovations. In 2016 the portfolio expanded to include Peroni Nastro Azzurro Gluten-Free, which continues to be a leading player within the sub-category as a ‘free-from’ favourite within the Irish market.
Peroni Libera 0.0% delivers a crisp taste, a fine bitterness and a fast clean finish meaning those looking for an alternative to alcohol no longer have to compromise on quality or taste.
Hailing from Clonmel in County Tipperary, Bulmers 0.0% was developed to match Bulmers Original in terms of its flavour profile and sensory properties. Its sweetness is perfectly balanced with the acidity of 17 different varieties of apples, sourced solely from the island of Ireland. This crisp and refreshing beverage provides all the flavour and character that you’d expect from Bulmers but of course without the alcohol.
A non-alcoholic fermentation is used and blended with juice from the apples to create that familiar aroma and flavour. The 0.0% cider-making process is markedly identified by the craft, care and passion that go into the product from the farmers’ orchards to the monumental storage vats.
From blossom to bar, Bulmers is proud to be 100% Irish. Bulmers 0.0% is now available nationwide in both the on- and off-trade.
For more information visit www.Bulmers.ie or e-mail firstname.lastname@example.org.
Kopparberg Alcohol-free ranges
Evolving global trends and consumers seeking healthier products has amplified the demand for Low and No Alcoholic products. Kopparberg cider has responded to these global trends and created products to deliver delicious, natural flavours in new and developing categories.
Kopparberg has taken its two top-selling flavours Strawberry & Lime and Mixed Fruit and made them alcohol-free!
These two products have been a huge hit, currently in the brand’s top-four-selling products and more popular than Pear and Elderflower & Lime. Whether embarking on Dry January, cutting down on drinking or just fancy something different Kopparberg offers a refreshing alternative without missing out on the taste and experience.
Black Tower Low Alcohol range
World-famous German wine brand, B by Black Tower is offering consumers a lighter and more affordable option to prosecco and sparkling wines.
The highly refreshing B Secco White and Rosé 5.5% ABV are a light sparkling fizz with just 65 kcals per 125 ml, over 30% less than standard wines. B Secco provides the ideal combination of low alcohol/low calories in a semi-sparkling version which makes it perfectly placed to capitalise on this major growth market opportunity, offering excellent value-for-money. The affordability, innovation and flavour of these low calorie sparkling wines should help attract new drinkers into the wine category particularly during the celebrations over the Christmas and New Year period.
The sparkling range builds on the success of B by Black Tower’s 5.5% ABV assortment, seeing it assuming second place in the low alcohol category.
With only 3 Slimming World SYNS per glass, and impactful branding, the B Secco range resonates with health-conscious, female Millennials.
“Consumers are becoming far more health-conscious and as a result lower alcohol sparkling wines have become more appealing,” comments Mosaic Beverages’ Martin McDonald.
Sales enquiries please contact: Martin McDonald, Mosaic Beverages
Phone: 087 908 0341.
Febvre introduces Alcohol Free Paulita Quarter Bottle Wine & Pierre Sparkling snipe
For those looking to cut back on alcohol consumption or who don’t want a hangover the next day Febvre offers non-alcoholic wine substitutes so that no-one misses out on the celebrations.
Paulita Zero Chardonnay (Alcohol Free White Wine) has a lovely bright gold colour with green tinges. A crisp fresh palate with a mixture of sweet exotic fruits – in particular Pineapple and Mango. Enjoy with a pasta, seafood, veal and pork.
Paulita Zero Cabernet Sauvignon from Chile (Alcohol Free Red Wine) is intensely ruby in colour with a bright reflection. Concentrated Blackcurrant and Mocha on the nose, the palate is fresh and fruity with an abundance of ripe dark fruits and hints of Cranberry on the finish.
Ideally matched with red meats and cheese.
Pierre Zero Sparkling (Alcohol Free Sparkling White Wine) from Languedoc-Roussillon in France is for those who like a few bubbles! It’s pale yellow in colour with a shine and a glint. Delicate foam with aromas of tropical fruits, Peaches, Lychee and flowers, it’s fruit-forward on the palate, balanced by a clean freshness.
New range of zero-proof spirits introduced
In keeping with the trend towards No and Low Alcohol purchasing, Barry & Fitzwilliam has taken on a new range of No Alcohol spirits.
Stryyk denotes a range of zero-proof distilled spirits now available to the Irish trade with Ireland’s premium independent distributor.
Created by drinks industry entrepreneur and founder of Funkin Cocktails Alex Carlton in recognition of the growing demand from Gen X’rs, Stryyk is predominantly targeted at 18 to 35 year-olds and positioned as an inclusive brand for those who choose not to drink alcohol, are having a night off or mixing-up their night – but still want to be part of the party.
Distilled and bottled in the UK, the Stryyk portfolio features two clear spirits – Stryyk Not Gin & Stryyk Not Vodka – and one dark spirit, Stryyk Not Rum. The range is packaged in a distinctive bottle with a premium cork closure, designed to complement the back bar.
The range is 100% natural with no sugar, no fat, no carbs and no artificial flavours.
“Stryyk is making sobriety acceptable, simple and not anti-social,” explains Stryyk’s Chief Executive.
For serve suggestions, licensees and bartenders can simply Stryyk an old favourite like a G&T to create a Stryyk Not Gin & Tonic or use the new zero-proof spirit as the base for a new serve.
Visit https://www.stryyk.com/pages/our-storyy to find out more.
RTM Beverages expands range with 50cl Noki & Co ‘Juniper Edition’ distilled Non-Alcoholic Irish Spirit
RTM Beverages is a Dublin-based drinks innovation company with a major focus on the NoLo categories. Early last year it launched the Noki & Co 275ml range of pre-mixed alcohol-free Gin & Tonic flavoured drinks.
“The reaction to our 275ml alcohol-free G&T range has been extremely exciting,” according to a spokesperson from RTM, “There’s been a real gap out there for authentic Alcohol-Free solutions when people are out socialising but not drinking alcohol for any number of reasons. Noki & Co tastes like a real Gin & Tonic so Designated Drivers and non-drinkers can join in on a night out without the side-effects of alcohol.“
The latest innovation from the company is Noki & Co ‘Juniper Edition’ – a 50cl distilled Non-Alcoholic Irish spirit now available to the on- and off-trade here.
“As the name suggests our Juniper Edition is distinctly Juniper-forward but is also complimented by other classic gin botanicals. Some people prefer to mix their own drink and our 50cl range is ideal for this.”
Despite being just over a year old Noki & Co has enjoyed considerable success being widely available in numerous bars and restaurants throughout the country.
For sales enquiries contact: Hello@Nokidrinks.com.
Atopia Spiced Citrus is inspired by the more mindful lifestyle choices of today’s consumer. When choosing to drink more mindfully, it shouldn’t mean compromising on a distinctive taste or familiar experience. Atopia Spiced Citrus, a new ultra-low alcohol spirit at 0.5% ABV, was created by award-winning Master Distiller Lesley Gracie, of Hendrick’s Gin fame at William Grant & Sons.
Atopia’s flavour is attained through natural distillation and botanical extraction to build layers of taste complexity and sophistication. Lesley wanted to create an accessible yet special flavour profile to elevate the moderate drinking experience.
Atopia Spiced Citrus reflects the tastes of the seasons, zesty citrus meets gentle spice for a refreshing and rounded finish.
Serve with Indian tonic water and garnish with an Orange slice.
A glass of Atopia Spiced Citrus and tonic contains 75 times less alcohol than a standard gin and tonic.
“Atopia is a special liquid that uses our distilling and blending to ensure no compromise on flavour is experienced when drinking the ultra-low alcohol spirit,” says Lesley “The flavour is full, from first taste to finish.”
Atopia Spiced Citrus is distributed by Richmond Marketing.
Silk Tree is Ireland’s first distilled non-alcoholic spirit from a small distillery in County Monaghan.
Voted by BBC Good Food as the best-tasting alcohol-free spirit on the market, when mixed with tonic water or Ginger ale it makes for a very harmonious tipple. Silk Tree caters to a new generation of drinkers who want more from life. Consumers are drinking less and demand more choice and higher quality. They’re moving away from sugary, calorific mass-produced brands towards craft brands and they are prepared to pay a premium for this.
Following the same serve cues and rituals as a premium gin, Silk Tree makes the moderate or non-drinker feel included. Silk Tree looks, feels and tastes like a Premium alcoholic drink and is also a wonderful base for really tasty alcohol-free cocktails.
It can be consumed at any time of day, a ‘must-have’ on your NoLo alcohol menu this Festive season, distributed by C&C Gleeson, Classic Drinks and MCM Spirits.
Ireland’s 1st alcohol-free bar
Ireland’s first permanent non-alcoholic bar when The Virgin Mary pub opened on Dublin’s Capel Street this year.
Named after the world’s most popular alcohol-free cocktail the bar, on one of the capital’s most vibrant and diverse streets, is for people who never drink alcohol, those who sometimes drink it or someone simply looking for a different kind of night out.
The Virgin Mary’s proprietors are two well-known characters in the Irish drinks industry, Vaughan Yates (1751 Founder) and Oisín Davis (Great Irish Beverages Founder), the creators of Poacher’s Irish mixers.
The venture aims to serve a variety of non-alcoholic drinks to the general public, targeting the growing number of people cutting down or eliminating alcohol consumption and offers an array of alcohol-free beers and de-alcoholised wines as well as alcohol-free spirits.
Award-winning mixologist Anna Walsh was recruited to head up the bar and has devised a menu showcasing “entirely original alcohol-free cocktails crafted with the same love, detail and balance as liquor-based varieties”.