How low can you go?
The annual Drinkaware Barometer, which provides an overview of adults’ drinking behaviours in Ireland, which was carried out by Behaviour & Attitudes during July and August 2023 reveals a complex relationship between Irish adults and alcohol. 36% of adults now agree they would like to drink alcohol less often, the highest such incidence in the Drinkaware Barometer to date. 41% say they have made small positive changes to their drinking habits in the past 30 days and both of these sentiments peak amongst those under 25 years, with 54% of 18–24-year-olds saying they would like to drink less often and 57% having made small positive changes.
According to Dearbhla O’Brien, chief executive officer, Drinkaware, “It is very encouraging that the signs of a positive cultural shift in attitudes and expectations around alcohol continue to grow, particularly among young adult populations. Over half of those aged 18-24 now say they would like to drink less and 57% of younger adults have made small positive changes to their drinking habits in the last 30 days.”
Backing this up, figures compiled by Drinks Ireland show that non-alcoholic beer sales in Ireland more than tripled between 2017 and 2021, from 1.79 million to 5.55 million litres. The market share for non-alcoholic beer soared by 275% during this time, from 0.4% to 1.5% and the industry anticipates that non-alcoholic beer will soar in popularity this year and beyond as Irish consumers seek more balance in their drinking and avail of the growing range of alternatives now available.
Cormac Healy, director of Drinks Ireland said: “We’re seeing that consumers in Ireland are seeking more balance when it comes to their drinking which is positive. Revenue data also shows that overall alcohol consumption continues to fall in Ireland, down by around 33% in 20 years. We see research that young people in particular are cutting back and making changes. Drinks producers across the country are responding to growing consumer demand, through innovation and creating these great tasting alternatives.”
According to IWSR’s 2022 Global study, the alcoholic drinks market grew by just 2.2%.
The same study also suggests that global no/low alcohol sales rose to $9.9 billion in 2021. And a study conducted by KAM Media suggests 55% of people intend to reduce their alcohol consumption over the next 12 months, offering a vast new market for low/no drinks brands to thrive. With non-alcoholic beers now making up 2% of the Irish long alcoholic drinks market, watch this space!
Punked up flavour
BrewDog is on a mission to prove that alcohol-free does not equate to taste-free
No-alcohol just got punked up. And Punk AF lives up to its billing, with all the flavour but none of the alcohol. 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. BrewDog 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. 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. BrewDog is distributed by Barry & Fitzwilliam.
US style craft beer
Athletic Brewing was founded in 2017 by Bill Shufelt and John Walker. It is America’s leading producer of alcohol-free craft beer and launched in the EU in 2022. Athletic has won dozens of prestigious brewing awards. In 2023, Athletic was ranked as the 4th fastest-growing company in the Americas by Financial Times. Athletic was also ranked as the fastest-growing US beverage manufacturer by Inc. Magazine in 2022, and named one of Time’s 100 Most Influential Companies. Athletic operates two custom breweries in the US and its ‘Two For The Trails’ initiative donates up to $2 million annually to protecting and restoring outdoor spaces across the globe.
Athletic Brewing is proudly a Certified B Corporation™. Its full-flavoured alcohol-free craft brews are made in the USA and are available for purchase in Ireland exclusively from Grand Cru Beers Follow Athletic Brewing on Instagram: @athleticbrewingeu
Gordon’s 0.0 alcohol-free has the same iconic flavour as of the original Gordon’s London Dry Gin with a smooth texture and a complex flavour profile
No compromise
This Christmas, Gordon’s 0.0% lets you to do it all without having to compromise! People want to be able to do it all, see their mates, go out to the parties and events while still being able to get up and go to the gym or work the next day. Therefore, Gordon’s 0.0% can help you balance all life’s commitments without having to compromise. Your chances of missing out are zero with Gordon’s 0.0%.
Gordon’s 0.0 alcohol-free has the same iconic flavour as of the original Gordon’s London Dry Gin, with a smooth texture, and a complex flavour profile featuring bold juniper notes and a subtle hint of citrus. With only six calories per 50ml serving and sugar-free, it is significantly lighter than a traditional gin.
Gordon’s 0.0 alcohol-free is available in all major retailers, wholesalers, and pubs nationwide.
Bartenders’ choice
Irish actress, Amy Huberman has become Tanqueray 0.0% brand ambassador
Capturing the growing trends in the alcohol-free category, Tanqueray 0.0% launched in Ireland this year and announced Irish actress, Amy Huberman as brand ambassador.
Tanqueray 0.0% brings an exciting new addition to the market allowing consumers to discover the same quality taste as a definitive Tanqueray G&T, without comprising and the alcohol.
Ireland is the number one fastest growing alcohol-free market globally (KAM Media June 2022), with eight out of ten Irish adults say it would be helpful to have an alcohol-free alternative readily available for social occasions and 78% likely to try an alcohol-free alternative of a brand they know and love (Diageo Pulse Survey, October).
The alcohol-free gin has been crafted and perfectly balanced using the same distinct blend of four quality botanicals used in the making of Tanqueray London Dry gin, resulting in a citrus and juniper led profile, with a delicate botanical complexity. Tanqueray’s four quality botanicals (piney juniper, peppery coriander, aromatic angelica and sweet liquorice) are individually immersed in water, heated, and then distilled to give a complex, delicious flavour, yet zero-alcohol.
Tanqueray 0.0% makes the most refreshing non-alcoholic G&T’s and cocktails for celebrating this Christmas. Available in retailers and selected on-trade locations nationwide. Visit www.tanqueray.com
Zero explanation needed
Heineken 0.0 is the market leader with 49% share of the market within the on-trade
Non-alcoholic beers now make up 2% of the Irish long alcoholic drinks market and continues to see growth with consumers looking for more 0.0% options that don’t compromise on taste. Consumers are more considerate on nights out and non-alcoholic drinking occasions have evolved in a move from moderation to liberation. Heineken® 0.0 is the market leader with 49% share of the market within the on-trade. It is a premium choice for consumers that offers the same taste as Heineken®, Ireland’s no.1 lager, but with 0.0% alcohol.
Research shows that over half of Irish people feel an increased sense of pressure to drink alcohol over Christmas, and 40% of surveyed admitted to giving a false reason as to why they’re not drinking at social events. Heineken® 0.0 helps consumers socialise on their own terms – with Zero explanation needed.
Heineken’s master brewers spent years exploring, brewing, and tasting before they finally created a recipe that deserves the Heineken® mark. The result, a perfectly balanced taste with a refreshing, soft malty body. Heineken ® 0.0% is widely available on counter from 20L kegs and our Heineken ® 0.0% blade, re-enforcing its leadership position in the zero-alcohol category. This gives confidence to consumers that when they choose to moderate their consumption, they’ve always a choice to do so with Heineken ® 0.0%.
*Research by MCCP 2022
Changing the way the world drinks
Lyre’s Non-Alcoholic Spirits is a range of 18 alcohol-free classic spirits, eight ready to drink cocktails and a non-alcoholic sparkling wine created using a unique understanding of food science and flavour architecture. Founded in 2019 by entrepreneurs Mark Livings and Carl Hartmann, the range is the world’s most comprehensive and awarded solution for mindful drinking, equivalent to the most popular spirits in a non-alcoholic format – each as close to the original premium volume spirit as possible.
Lyre’s portfolio of premium non-alcoholic spirits is capable of crafting 90% of the world’s best-selling cocktails. A frictionless swap of a Lyre’s non-alcoholic spirit for the original alcoholic ingredient delivers all the benefits of a premium sophisticated no-alcohol drink without any compromise. Lyre’s currently sells one bottle every 30 seconds in over 60 countries across multiple channels, including direct-to-consumer, and in leading restaurants, bars, hotels, retailers, and airlines. All products are vegan, and packaging is 100% recyclable. Lyre’s was created to change the way the world drinks.
The refreshing Italian taste
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 growing exponentially in 2023, with sales out growing +38%** in 2023 year to date. Peroni Nastro Azzurro has a strong presence in the Super Premium Beer Category with 93% 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 recognisable as it is crafted with superior Italian ingredients including the signature Nostrano dell‘Isola maize – grown exclusively for Peroni Nastro Azzurro in the north of Italy – to create ‘taste without compromise’, with 0.0% alcohol.
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 2023 **Source : Richmond Marketing ROI sales out data, October 2023
Shake it up!
The Shaker & Co. G&T is the first in a range which will see a Margarita, Mojito and Espresso Martini released in 2024
Shaker & Co. is an exciting new range of zero-alcohol RTD’s in 250ml cans.
Produced by Ireland West Distillery, it’s made “the old-school way”, according to founder Eamon McLoughlin. “We distill our zero-alcohol gin using traditional steam distillation methods in order to extract the best possible botanical flavours. Our quality ingredients are sourced from the Mediterranean region and the result is a delicious and refreshing G&T with juniper and citrus notes, elevated by blending with premium tonic water.”
“The Shaker & Co. G&T is the first in a range which will see a Margarita, Mojito and Espresso Martini released in 2024. We’re also looking at a few other exciting variations, and we’ve a lot of interest in our zero-alcohol sparkling rosé and white wine versions.” said McLoughlin.
“There’s a clear demand for zero-alcohol choices that meet the demand for great-tasting adult drinks suitable for every occasion. From enjoying a night out in a pub or restaurant to at-home settings with friends and family, people love the convenience and price-point friendly option of cans.”
Ireland West Distillery has been set up to meet the demand for zero-alcohol drinks choices, and works with Master Distillers from Germany to create the best-tasting and highest quality, premium pre-mixed zero-alcohol RTD’s in convenient 250ml cans.
The perfect alternative
With two in five wine drinkers globally reducing their alcohol consumption Santa Rita is continuing to beat the drum for this category with their Santa Rita 120 0% de-alcoholised wine.
Available as a sauvignon blanc or cabernet sauvignon, these are the perfect alternative for those who choose not to drink alcohol. The wine is made using traditional methods with the spinning cone column distillation process used to de-alcoholise the wine after alcoholic fermentation is completed.
The spinning cones gently and repeatedly spin the wine out into thin liquid films, simultaneously a cool vapour created from the wine itself rises from below and carries off all the lightest molecules in the liquid. The process is repeated until the desired level of alcohol is reached. This is a very gentle and sympathetic technique which works well in reducing alcoholic content yet retains the delicate aromas and flavours of the wines. RRP for Santa Rita 0% is £5.00, available in Tesco
Terry Pennington, export commercial director of Santa Rita Estates says:
“Research has shown that regular wine drinkers have been decreasing over the last couple of years and consumers are now shopping with mental and physical wellness in mind. Current trends are towards healthier lifestyles and more moderate alcohol consumption with the younger generations looking for low/no alcohol alternatives. The addition of our Santa Rita 120 ‘0%’ alcohol wines is perfect for those looking for low and no alcohol alternatives without compromising taste, flavour, or enjoyment.”
