Live life to the full

The no-low trend is gaining momentum at an astonishing rate. The growth possibilities are endless in this space so if you haven’t already done so, it’s time to embrace it. Drinks Industry Ireland reports on this dynamic category

While we hear time and again how younger people are not drinking as much as the generation before them, this doesn’t signify the start of the slow death of the Irish pub but simply a reimagining of it. People still want to socialise, have a place to go to celebrate their occasions and have a local where everybody knows their name. All that has changed is that the type of drink they order might be different.

Things have changed irrevocably in the drinks industry with the introduction of no and low alcohol. Rather than seeing it as a threat, alcoholic brands should view the rise of No & Low as an opportunity, says Camille Vidal, consultant for Giffard Liquers. NoLo beers are benefitting from being free of the ‘stigma’ of choosing a non-alcoholic alternative as attitudes to NoLos show considerable signs of change.
In a recent survey of 300 consumers by Heineken Ireland, 78% answered ‘true’ when asked to answer ‘true’ or ‘false’ to the suggestion that there’s less stigma surrounding not drinking alcohol at social occasions now than previously.
Similarly, when asked whether socialising can be just as enjoyable when opting for alcohol-free alternatives 78% believed that to be true too.

Giffard offering exceptional alcohol-free alternatives

Camille Vidal, consultant for Giffard liqueurs talks to Drinks Industry Ireland about how the potential of non-alcoholic cocktails is often underestimated and how the rise in No & Low drinks is driven by a global shift towards wellness, mindfulness, and health consciousness. She says that Giffard’s alcohol-free range appeals to a broad demographic, including the sober curious, health-conscious, and those seeking to moderate their alcohol intake

When did you launch the alcohol-free range for Giffard?

We officially launched Giffard’s alcohol-free range at the end of 2023, responding to the growing demand for high-quality, versatile options in the No & Low space. This range was developed to meet the needs of both bartenders and consumers seeking exceptional alcohol-free alternatives to elevate their alcohol-free cocktail game.
How has it been received in the market?
The response has been overwhelmingly positive. Giffard’s alcohol-free range recently won ‘Best in Class’ at the San Francisco World Spirits Competition 2024, as well as Bartender Choices and many other spirits competitions, a testament to its quality and innovation. There’s a clear growth of venues seeking No & Low solutions that don’t compromise on craftsmanship. Giffard’s range offers bartenders the flexibility to create balanced, flavourful cocktails using premium alcohol-free modifiers and bases.

Do you think people underestimate the value of the non-alcoholic cocktails market at present?
Absolutely. While the market is gaining recognition, its potential is often underestimated. Non-alcoholic cocktails are no longer an afterthought; they’re becoming a core offering for venues. The days of over-sweetened fruit juice-laden mocktails are thankfully changing with consumers increasingly moderating their drinking and looking for more complex, flavourful non-alcoholic options.
Why do you think No and Low drinks are seeing growth in the past few years, and what is the scope for growth?
The rise in No & Low drinks is driven by a global shift towards wellness, mindfulness, and more health consciousness. People want to enjoy social experiences without compromising their health or values. This trend isn’t a fad – it’s a movement with long-term potential.

What demographic is your alcohol-free range aimed at?
Giffard’s alcohol-free range appeals to a broad demographic, including the sober curious, health-conscious individuals, and those seeking to moderate their alcohol intake. Their products are natural and premium with a variety that appeals to a wide audience. From Gen Z to Baby Boomers, people across all age groups are embracing mindful drinking with insights this up showing that everyone under 55 year olds are cutting down their drinking. The focus is on delivering premium, versatile products that cater to diverse tastes and preferences.

Do you think the rise of No/Low is something that alcoholic brands should worry about?
Rather than seeing it as a threat, alcoholic brands should view the rise of No & Low as an opportunity. The market is evolving, and brands that adapt by offering both alcoholic and non-alcoholic options will thrive. Consumers appreciate choice, and those who can seamlessly cater to mindful drinkers will strengthen their market position.

What do you think about the advertising and branding of non-alcoholic versions of established alcoholic brands? Do you think this is confusing for consumers?I don’t think it’s necessarily confusing, but there’s definitely room for more education. There are two distinct types of alcohol-free products: those that are non-alcoholic versions of established alcoholic beverages, and those that are standalone alcohol-free options crafted with their own unique identity. Rather than focusing solely on comparing alcohol-free products to their alcoholic counterparts, I believe we should shift the conversation towards flavour and occasion. Highlighting the versatility and complexity of these products allows consumers to see them as enjoyable, thoughtful choices, rather than just substitutes. This approach encourages a broader appreciation of the No & Low category and aligns with the idea of mindful drinking—where quality, taste, and experience take centre stage.
Consumers are commenting on how non-alcoholic drinks should be cheaper than alcoholic drinks. How do you reach a price point for non-alcoholic drinks considering the overheads for publicans?

It’s a fair question, but one that shows the lack of knowledge of the No & Low category, it’s important to understand that the production of high-quality non-alcoholic drinks involves the same level of craftsmanship, premium ingredients, and innovation as alcoholic drinks—often even more with extra steps that are often pricey like de-alcolisation and more. Giffard’s alcohol-free range maintains the same dedication to quality and flavour as its alcoholic counterparts. Additionally, venues face similar operational costs whether serving alcoholic or non-alcoholic drinks. While non-alcoholic options don’t incur excise duties, pricing must reflect the product’s value and the experience it offers. Educating consumers about these factors helps them appreciate the pricing and see non-alcoholic options as worthwhile investments in quality and enjoyment.

Two easy simple & delicious alcohol-free spritzers

Alcohol Free Pink Grapefruit Spritz
• 60ml Giffard non-alcoholic Pink Grapefruit Liqueur
• Nozeco Pink non-alcoholic Sparkling
• Serve in a wine glass with ice & garnish with a pink grapefruit wedge

Alcohol Free Elderflower Spritz

• 60ml Giffard non-alcoholic Elderflower Liqueur
• Nozeco non-alcoholic Sparkling
• Serve in a wine glass with ice & garnish with a lemon wedge and mint sprigs (optional)

Dialling down the alcohol, not the flavour

Brewdog has taken alcohol-free to the next level and is on a mission to prove that alcohol-free does not equate to taste-free. And now the brand has delivered a new alternative to the mainstream. Without compromising on quality, they have dialled down the alcohol, but not the flavour. Their range of Craft AF beers deliver everything you’d expect from BrewDog – quality, drinkability with a craft flair.
Your favourite beer, but alcohol free. The range includes your all-time favourites, with all the flavour and none of the alcohol, Punk AF, Hazy Jane AF, Elvis AF, Lost AF and the newest addition to the range will coming in 2025 – Wingman AF.
Punk AF is brewed with eight different hops from North America, New Zealand and Europe: juicy tropical fruit mixes it up with grassy and pine notes, for a beer that’s all flavour, no alcohol. All sitting on a solid malt bassline. The bitter finish belies its ABV, rolling in at 35 IBUs to provide the perfect retort to those who push alcohol-free beer devoid of character. A beer for those seeking a point of difference at 0.5% ABV that brings all the attitude of the flagship, Punk IPA. Punk IPA was the beer that kick-started the craft beer revolution and Punk AF is the next step in the brand’s desire to brew beer for every taste, for every occasion.
Hazy Jane AF – say hello the juiciest alcohol-free beer in town. Dry-hopped for a full-tilt fruit hit, while oats and wheat unite for a super smooth delivery. A low bitterness, hop-heavy onslaught packed with lashings of pineapple, mango and a hint of zesty lime.
It’s Elvis Juice, but the alcohol has left the building. The King of AF beers is here to give you all the showmanship with none of the alcohol. Grapefruit, orange, pine and citrus hits the perfect notes while supported by a solid malt baseline. The Brewdog AF range of great beers that won’t leave you feeling all shook up. Brewdog is proudly distributed by Barry & Fitzwilliam.

Discover bold, alcohol-free flavour this festive season

Experience a full-flavoured, non-alcoholic brew that’s anything but ordinary. This Christmas and Dry January, offer your customers a premium, Irish NA option that doesn’t compromise on flavour. Fierce Mild sets a new standard for taste-forward alcohol-free beer. With international experience in brewing and the arts, longtime friends Fergal Carroll and Cathal Byrne launched Fierce Mild this year in response to a demand in Ireland for a non-alcoholic beer that could deliver a depth flavour found in traditional brews.
Unlike many alcohol-free beers, Fierce Mild brew things differently and craft their beer so it’s alcohol-free from the start. This innovative method means Fierce Mild retains a complex, well-rounded flavour typically found in full-strength beers.
“Fierce Mild isn’t just another non-alcoholic beer,” explains Fergal. “We’re a beer defined by addition, not subtraction. We use a special yeast and trilogy of hops to create an extra pale ale that’s full of character. We’re pushing the boundaries of this category while making it accessible for everyone to enjoy.” The goal, according to Carroll, is to create a session ale “for the session that never has to end”.
With a light golden straw haze, soft juicy hop aromas of lemon zest and passion fruit, and a delicate bitter finish, Fierce Mild offers a refreshing, balanced experience suited to any social occasion.
Now pouring at 200+ bars, restaurants, off-licences and hotels nationwide. Join the Mild Tribe and become a stockist. Enquiries: hello@fiercemild.beer.

Enjoy the refreshing Italian taste of Peroni Nastro Azzurro 0.0% this winter

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*.
Peroni Nastro Azzurro 0.0% is brewed using new technology which allows the same signature recipe as Peroni Nastro Azzurro to be used, and only after the characteristic aroma and taste profile of Peroni Nastro Azzurro is fully developed, is the alcohol gently removed to deliver the crisp and refreshing Italian taste.
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

Enjoy a placebo ‘buzz

Fire&5th is an independently owned Irish alcohol-free spirit that’s all about offering flavour, freedom and fun.
What makes Fire&5th so different is that unlike others it doesn’t mimic existing alcohol or focus on its botanical ingredients or process. Instead, it emphasises its bold personality and the invigorating qualities of its liquid that leave you with a placebo ‘‘buzz’’.
The brand’s personality is anchored in a deep understanding of the consumer – Generation Z and millennials who are bored by traditional drinking habits and are looking for something cool and fun that reflects their progressive mindset.
It’s first launch is a Chilli and Blood Orange flavoured ‘spirit’ that gives you the heat, kick and oomph that’s been missing! While the liquid does not contain mood-altering ingredients per se it does contain ‘functional’ ingredients such as capsicum chilli, ginger, ginseng and green tea, all of which allow the brand to communicate its stimulating, re-invigorating and relaxing qualities.
Two additional exciting flavours will land in 2025.
Since its launch Fire&5th has been gaining momentum. Bartenders are increasingly turning to Fire&5th as their go-to choice alcohol-free choice. It’s the ‘spirits’ versatility that is making it stand out. Fire&5th can be used to create a long drink – its signature serve is over ice with a ginger ale and orange slice, but it can also be used as a modifier in a multitude of classic cocktails. Most importantly bartenders can see the value in the brand as it enables them to move from once syrupy and sugary non-alcohol ‘mocktails’ into sophisticated adult drinks that are worth the same as an alcoholic product.
Fire&5th has exciting plans for 2025, including new product launches, cool activations, and lots happening in bars! Fire&5th is currently distributed through Celtic Whiskey and Dublin Cocktail Lab. www.fireand5th.com

The black stuff without the alcohol

Come together this Christmas and share a perfect pint of Guinness 0.0, boasting the same great taste, quality and premium experience that people have come to expect from Guinness, just without the alcohol.
Whether it’s Christmas Day celebrations at home with family or meeting friends in the pub for a festive pint, Guinness 0.0 offers people more choice whether they chose to drink alcohol or not.
Guinness 0.0 gives people the opportunity to come together in moderation, wherever they choose to enjoy a smooth pint, with the non-alc stout available in 500ml can format in off-licences and supermarkets, as well as on draught in more than 1700 pubs across the country.
The way people socialise continues to change both at home and in the pub, and Diageo has seen an almost 49% increase in Guinness 0.0 sales over the past year.
Continuing its commitment to bring more choice, and with consumer demand for non-alc alternatives set to grow further, Diageo recently announced a €30 million investment into the production of Guinness 0.0 at St James’s Gate. Launched just three years ago, Guinness 0.0 production at St James’s Gate will increase to 176 million pints a year for the domestic and international markets, almost doubling capacity.
Guinness 0.0 is a stout that is unmistakably Guinness, just without the alcohol, featuring the dark, ruby red liquid and creamy head, hints of chocolate and coffee, smoothly balanced with bitter, sweet and roasted notes that Guinness is known for.

Enjoy the art of mixology mindfully

Lyre’s Non-Alcoholic Spirits offer an exceptional range of beverages that capture the flavour, aroma, and appearance of traditional spirits—without the alcohol.
Founded with a mission to redefine mindful drinking, Lyre’s provides sophisticated, alcohol-free alternatives, making it easier to celebrate and socialize responsibly.
The range is impressively diverse, with options like Dry London Spirit, echoing gin’s crisp juniper notes; Amaretti, with nutty amaretto richness; and American Malt, offering bourbon’s bold oaky flavours. For cocktail enthusiasts, Italian Spritz and Aperitif Rosso create vibrant, alcohol-free spritzes and negronis.
Choosing Lyre’s isn’t just about avoiding alcohol—it’s about embracing a healthier lifestyle. Perfect for designated drivers, mums-to-be, or anyone pursuing wellness or moderation, Lyre’s delivers all the flavour and none of the compromise. Lower in calories than traditional spirits, it’s a lighter, healthier choice for any occasion.
With endless options and a dedication to quality, Lyre’s has redefined drinking with its non-alcoholic range of spirits, sparkling wine and ready to drinks cans, proving great taste and sophistication can thrive without alcohol. Whether recreating classic cocktails or inventing unique blends, Lyre’s invites everyone to enjoy the art of mixology in a mindful, inclusive way. Cheers to a healthier, happier way to drink—anytime, anywhere. Make it a Lyre’s. Proudly distributed by DrinksGenius in ROI. Contact us at genius@drinksgenius.ie.

Award-winning taste, without the alcohol

With the holiday season fast approaching, many are looking for festive alternatives to traditional alcoholic beverages, and this Christmas, Santa Rita is offering a great solution for those who wish to enjoy the taste of wine without the alcohol. Awarded Best Non-Alcoholic White and Red under €15 at the NOffLA Irish Wine Show Star Awards 2024-25, Santa Rita’s 0% Alcohol wines have been recognised as the perfect option for all to enjoy, from family dinners to festive celebrations.
Santa Rita’s 120 De-Alcoholised Cabernet Sauvignon (2021) and 120 De-Alcoholised Sauvignon Blanc (2023) are part of a growing trend of high-quality, non-alcoholic wines that maintain the taste, sophistication, and enjoyment of traditional wines. These wines are available at SuperValu, Dunnes and Spar for €7, making them a smart choice for the health-conscious and an affordable option for all wine lovers this festive season.
With growing interest in health-conscious consumption, Santa Rita’s de-alcoholised wines are a testament to the evolution of modern winemaking. These wines are crafted with care, ensuring that the process of removing alcohol does not compromise their vibrant flavours. The 120 De-Alcoholised Cabernet Sauvignon offers notes of ripe berries and soft tannins, while the 120 De-Alcoholised Sauvignon Blanc delivers refreshing citrus and tropical fruit characteristics, perfect for complementing festive dishes.
Santa Rita’s 0% alcohol wines are ideal gifts this season, offering an inclusive option for all. The Irish Wine Show Star Awards 2024-2025 recognises these wines as part of their elite collection, marking them with distinctive award symbols that make them easy to identify in stores