Free to choose

Ireland’s drinking culture is changing, and changing fast. Once defined by all-or-nothing choices, the modern Irish consumer is now embracing a far more flexible approach to social drinking. Drinks Industry Ireland reviews the fast growing NoLo category

Moderation has become mainstream, driven not by abstinence campaigns or temporary trends, but by a deeper shift in lifestyle, wellbeing priorities, and the expectation of choice. Today’s drinkers want high-quality experiences, without automatically defaulting to alcohol. And the No and Low (NoLo) category has stepped in to meet that demand with unprecedented innovation.
The result is a market transforming at pace. Alcohol-free beer is now a staple in fridges and on taps nationwide, with brands like BrewDog, Peroni Nastro Azzurro 0.0% and Ireland’s own Fierce Mild pushing quality to new levels. Meanwhile, the zero-spirits category has moved far beyond simple botanical blends, delivering complex non-alcoholic serves from pioneers such as Fluère, who champion premium, cocktail-worthy alternatives.
Wine is undergoing its own revolution, led by celebrity-backed innovation such as Kylie Minogue’s 0% Sparkling Rosé, one of the major growth engines of the alcohol-free sparkling segment in the UK and Ireland. And in the functional drinking space, science-driven brands like Sentia are forging an entirely new category built around mood, sociability and cognitive wellbeing rather than alcohol content.
For the Irish trade, this presents both opportunity and expectation. Consumers now assume venues will cater to moderation as readily as they cater to indulgence. Stocking credible NoLo options is no longer an add-on, it’s part of delivering a complete, modern drinking experience.

Super premium zero beer

Peroni Nastro Azzurro 0.0% is one of the leading Super Premium non-alcoholic beers in Ireland and caters to the growing consumer demand for premium, great tasting non-alcoholic options when they are choosing to moderate. Peroni Nastro Azzurro 0.0% aims to serve occasions and social moments where beer lovers are seeking a superior tasting alcohol-free beer with 0.0% alcohol.
Within a growing non-alcoholic beer category, Peroni Nastro Azzurro 0.0% is the #3 alcohol free lager brand in the off trade, outperforming the category in the latest 52 weeks.** Peroni Nastro Azzurro has a strong presence in the Super Premium Beer Category with 90% of customers aware of the brand – it is also seen as the most Stylish and High Quality beer brand in Ireland amongst beer consumers*.
Christmas is a time when consumers and shoppers trade up to high quality brands they love, even more than usual, and Peroni Nastro Azzurro 0.0% is the perfect option to cater for this demand, both at home and in the pub. So, make sure to stock up to meet consumers demand for super-premium non-alcoholic options this festive season with Peroni Nastro Azzurro 0.0%!
*Source: Red C Brand Tracker, October 2024 **Source: Collated EPOS Data to 03.11.2024

Innovative non-alcoholic cocktails

Fluère, a pioneer in the non-alcoholic spirits industry, is thrilled to present Fluère Original blend and Fluère Raspberry. Designed to meet the surging demand for premium non-alcoholic options, Fluère Original blend and Fluère Raspberry is a nod to the timeless appeal of classic cocktails, offering a rich tapestry of flavours derived from a handpicked assortment of botanicals and natural essences. Its exceptional quality has been recognized with the prestigious Luxury Awards and Spirits Business Low & No Masters.
Fluère Original blend and Fluère Raspberry provide an excellent base for sophisticated non-alcoholic cocktails, like a non-alcoholic Basil Smash, Gimlet,well-known easy to make Gin & Tonic. Just add 50 ml Fluère Original or Raspberry in a glass filled with ice. Top with 100 ml tonic water. Garnish with a sprig of Rosemary and enjoy.
Fluère Original blend and Raspberry are now available in Ireland. Fluère is distributed by Barry & Fitzwilliam.

Spinning around

Kylie Minogue continues to lead and innovate the wine industry with her and Sparkling Rosé, contributing to more than half of the entire growth of the Zero Alcohol Sparkling category in the UK alone. Kylie Minogue Sparkling Blanc will hit the shelves later this year (SOURCE: NIELSEN EPOS TOTAL GROCERY MULTS 52WKS TO 18TH MAY 2024)
Kylie Minogue Wines’ Alcohol-Free Sparkling Rosé contains just 22 calories per 100ml which is around 80 less calories per glass than a standard glass of prosecco*, making it a delicious, lighter alternative. Distributed by Barry & Fitzwilliam.*(Source: DrinkAware.co.uk 125ml glass of 12% ABV Prosecco contains around 108 calories).
‘Kylie 0% Alcohol Sparkling Blanc is an elegant non-alcoholic Sparkling with delicate notes of jasmine and a refined finish, offering a sophisticated and refreshing experience for any occasion.

Blas na hÉireann Gold Winner leads the no and low beers

Ireland’s pure-play non-alcoholic brewery, Fierce Mild, continues to make big noise in No & Low with creativity and big wins, positioning itself as a standout premium option this Christmas. Launched in 2024, the Louth-based brewery earned a Gold Medal at Blas na hÉireann 2025 for its flagship Extra Pale Ale (<0.5%), marking one of the highest quality endorsements for an Irish-made non-alcoholic beer.
Committed to brewing premium, full-flavoured and characterful non-alcoholic Irish beer, Fierce Mild brew things differently. Using a specialised yeast that limits fermentation, their beer keeps its flavour without alcohol removal, setting a new standard for flavour-forward non-alcoholic options. Made with just five natural ingredients (water, barley, wheat, hops and yeast), with no additives and only 49 calories.
Now pouring in 450+ venues nationwide. Fierce Mild has had a breakthrough year. Recognised by The Irish Times as an Innovator to Watch 2025, the startup was named winner of The Pitch 2025, Ireland’s most high-profile entrepreneurial competition run by IMAGE Media and Samsung Ireland, the first-ever recipient of the Love Irish Food x Sky Media “Taste of TV” Fund, resulting in its first national TV campaign, and secured the only Gold in the No/Low category at this year’s Irish Quality Food & Drink Awards 2025.
See their television ad “Brew Things Differently” exclusively on Sky from November 3 and on their website, fiercemild.com.

Moderation is the new normal

Irish social life is evolving, and moderation is increasingly at the heart of that evolution. Heineken Ireland has unveiled a new report, Always a Choice: How Socialising is Changing in Ireland, which highlights how attitudes and behaviours around alcohol in this country are shifting, and how the nation is embracing greater freedom of consumption choice.
The study also uncovers the creative ways people are reshaping drinking habits. From “zebra striping” (alternating alcoholic drinks with water or 0.0 options) to speaking up during pub rounds, Irish consumers are finding new ways to make moderation fit seamlessly into their social life.
Women are more likely to moderate with 0.0 drinks or soft drinks, while men tend to abstain entirely. Younger adults are leading the charge, with 41% of 18–27-year-olds now regularly choosing 0.0 drinks, up 21% year-on-year.
Irish adults report that, on average, ‘first dates or romantic settings’ are the least difficult social occasions to moderate alcohol consumption. Big group nights out (39%), weddings and family celebrations (33%), and pub rounds (28%) are the occasions where people find it more of a challenge to moderate.
As part of its research, Heineken Ireland gathered feedback and insights from a wide range of people, including Laura Willoughby MBE, co-founder at Club Soda, author Ali Dunworth, and Irish Olympian & Sevens Rugby star, Greg O’Shea. This is what they had to say:
“Patterns are definitely changing. People are being more deliberate in how they approach moderating their drinking. Zebra Striping is just one example that’s growing significantly in popularity. People are getting really creative and smart about how they adopt new habits so that they always have a choice,” says Laura Willoughby MBE, co-founder at Club Soda, a social impact business that exists to help people drink more mindfully and live well.
“Irish rounds are a particular thing, a ritual intrinsically linked to our drinking and pub culture. There are unique rules, peculiarities and complexities. When it comes to moderation, people are becoming more confident in speaking up at the beginning of a round – making sure that people aren’t making presumptions for them,” says Ali Dunworth, author of A Compendium of Irish Pints: The Culture, Customs and Craic.
“For me, moderation is about balance. It lets me enjoy a night out, still get up for training the next morning, and not feel like I’m missing out on anything,” says Greg O’Shea, Irish sports & TV star.
*Heineken Ireland Research. Nationally representative sample in Republic of Ireland, 11th-13th August 2025 with Bounce Insights, n=1013.

Offering innovation and trust

The NoLo category continues to gain pace globally as consumers seek moderation without sacrificing quality or flavour. Santa Rita’s 120 brand is perfectly positioned to meet this demand, offering both innovation and trust. The 120 Zero 0.4 Sauvignon Blanc delivers vibrant citrus and tropical notes with a crisp, refreshing finish ideal as a festive aperitif. Its red counterpart, the 120 Zero 0.4 Cabernet Sauvignon, combines ripe berry fruit, gentle tannins, and smooth balance, showing that authenticity need not depend on alcohol. Together, these wines give retailers and the on-trade a timely opportunity to engage the expanding NoLo audience over the key Christmas trading period.

Science-led innovation in functional drinking

Sentia Spirits is pioneering a new category of functional adult beverages designed to support sociability, recovery, and wellbeing without alcohol. Founded by Professor David Nutt, a leading neuropsychopharmacologist, and David Orren, an expert in disruptive technologies, Sentia blends neuroscience with premium drink design to create a safer, functional future for social drinking.
Grounded in decades of research from parent company Gaba Labs, Sentia’s products stem from scientific study into the mechanisms that shape relaxation, human connection, and emotional balance. Ongoing collaborations with major UK universities explore how naturally derived compounds influence brain and gut systems linked to calm and sociability, ensuring Sentia’s innovations are driven by validated science rather than trends.
The portfolio includes three functional spirits – Gaba Red, Black, and Gold – each designed for distinct need states, from focus and clarity to relaxation and recovery. Cask, an alcohol-free whiskey alternative, offers a rich, contemplative serve, while Gabyr, Sentia’s 0.5% ABV beer line, provides familiar refreshment with functional benefits. This range meets growing consumer demand for credible, experience-led low-and-no options.
For the trade, Sentia bridges the alcohol-free movement and the wellness economy. By pairing neuroscience with modern drink craftsmanship, Sentia gives adults more choice in how they socialise, unwind, and support wellbeing, without compromise.

Rewriting the narrative

Five years ago, choosing a non-alcoholic drink often meant settling for less. Today, CleanCo has rewritten that narrative. As the world’s No.1 independent non-alcoholic spirits brand, CleanCo is proving that alcohol-free no longer means missing out, it simply means drinking on your own terms.
When CleanCo launched in 2019, the category was in its infancy. Early conversations centred on the benefits of cutting back and how to enjoy a non-alc alternative with a simple mixer. Fast forward to today as Ireland, and the world, has embraced moderation, the stigma around ordering an alcohol-free serve has started to fade. As the category is due to show continued growth +4% volume CAGR through 2028, CleanCo (the world’s No.1 independent non-alc spirit brand) continues to accelerate this shift, leading with a range of non-alc spirits designed as true trade-overs from their alcohol counterparts. The result is limitless cocktail creativity: from classics such as the Clean G&T to seasonal crowd-pleasers like the Clean Paloma and Frosty Mos-Low Mule, the world’s top performing cocktails are those that can be enjoyed anytime with the simple bar call “Make it Clean”.
And while “clean living” can sound like restriction, at CleanCo they’ve always believed the opposite. It’s about adding more: more late-night moments with greater early-morning clarity, ensuring you don’t miss out. In non-alcoholic spirits, taste is the battleground, and with over 60 industry awards, CleanCo continues to set the benchmark.

Q&A with Sentia CEO

1. How does Sentia differentiate itself from existing alcohol-free or wellness brands?
Most alcohol-free brands start with flavour or ritual—zero-proof gin, low-alcohol beer, or botanical spritzes. Sentia starts somewhere different: with how a drink makes you feel. Our founder, Professor David Nutt, is a leading neuroscientist whose work centres on the brain’s natural GABA system, responsible for feelings of relaxation, sociability, and presence. Sentia’s products are designed to support that system, creating functional drinks that offer more than the alcohol-free or wellness categories typically provide. We’re not trying to fit into existing boxes; our goal is to give people real choice in how they drink, not just whether they drink—and that’s where the market is heading.
2. How are you supporting trade partners in communicating the science and benefits?
Our approach prioritises practical education and ongoing support. Depending on location and needs, partners receive online or in-person training, including tastings, product knowledge, and guidance on how Sentia works and how best to serve it. We focus on simplifying the science so teams can confidently share the functional benefits with customers.
3. How do you decide which product formats fit different trade channels?
It’s all about matching format to moment. Our functional spirits—the GABA range—fit naturally into premium on-trade settings where storytelling and crafted serves matter. Cask, our whiskey-style alternative, works well in more casual bars as a simple, familiar, alcohol-free option. Gabyr, our 0.5% ABV beers, along with upcoming RTDs, suit retail and grab-and-go environments.
4. What consumer behaviour shifts are you seeing around socialising without alcohol?
Moderation is becoming mainstream. KAM’s Low + No 2025 report shows 76% of UK drinkers are moderating rather than eliminating alcohol. Many now “zebra stripe,” alternating between alcoholic and non-alcoholic drinks, with a third starting or ending nights with low/no options. Motivations range from health awareness to wanting to stay present and feel better the next day. As alcohol becomes less central, venues that normalise moderation stand to benefit from this long-term cultural shift.