Low-to-no beer, cider, wine, and spirit products grew over 7% in volume across 10 key global markets in 2022, according to fresh data from IWSR Drinks Market Analysis.
Premiumization has been key in the low and no alcohol category to date. With the cost-of-living crisis, does this open up opportunities for the low and no-alcohol category to develop products in the economy space?
Most low/no drinkers are not solely dedicated to the category: choosing rather to switch between full strength and lower alcohol alternatives – often even during the same occasion. So new US brand Primer has designed its brand as a ‘one-stop-shop’ system: packaging its drinks with three different ABVs in one multi-pack.
As it launches the alcohol-free version of its flagship brew on draught, Heineken predicts there will be as many Heineken 0.0 taps as there are Heineken Original by 2025.