Top brands predict an exciting year of acceleration ahead for the low/no alcohol category
with new product launches, events and trialling at the heart of promotional activity

Some of hospitality’s top drinks brands are predicting that 2020 will be an exciting year of acceleration for the emerging low/no alcohol drinks category that will continue to build momentum beyond dry January.

Whilst the facts around changing drinking behaviours have been widely available for some time, there has been a noticeable sea change in opinion, with more on trade operators beginning to realise the potential of stocking a range of alcohol free and low alcohol products.

Kamilla Sitwell, Founder of Kolibri Drinks commented “The on-trade now acknowledges that there is a need to cater for those who are not drinking, or are drinking less, and, whilst some believe that a handful of mocktails on their menus might be the solution, most are realising that the emerging category needs a range of solutions for all types of occasions and they must be as exciting as their choice of alcoholic beverages.”

Mathilde Boulachin, CEO & Owner of Pierre Chavin added “You just have to look at consumer interest to know that things are starting to change. According to google trends, for example, online searches for the phrase “non-alcoholic” is up 81% across global searches over the past year.”

“This is an entirely new revenue stream for outlets which won’t cannibalise their alcoholic drinks offer. It enables teetotal consumers to switch from water or soft drinks to a more sophisticated adult drink and alcohol-free wines offer a very interesting alternative to accompany gourmet meals.”

As with any changing consumer demand, there are real benefits for operators who get it right and offering inclusivity for all kinds of drinker is important.

“There’s an opportunity to trade up from sugary, calorific soft drinks and generate incremental revenue” said James Pattison, Marketing Manager of Stryyk. “Given the market trend for healthy choice, getting your offer right can put more money in the till, with 33% of consumers happy to pay £6 for a quality non-alcoholic drink.”

The three brands are amongst the seventy plus exhibiting at the Low2NoBev Show at The Old Truman Brewery in London on 17th and 18th June which has been developed to provide a wider understanding of the emerging category for the licensed retail, hospitality, convenience and out of home sectors in on and off trade.

“Declining alcohol consumption coupled with strong innovation in low and no-alcohol drinks indicates to us that the sector is set for strong growth and the community needs an opportunity to come together to better understand and realise the full potential that is out there,” said Andrew Reed, Managing Director of Exhibitions at William Reed.

“As a leading B2B media provider in this sector we have brought together the collective might of The Grocer, The Morning Advertiser, Big Hospitality, Beverage Daily, HIM and MCA because we want to help our clients to make the most of this fantastic opportunity. We will provide them with an unrivalled opportunity to network, digest the latest sector insight and of course, to taste the latest products coming to, and already available, in the market,” Reed added. “For 157 years, we have demonstrated thought leadership and we continue to monitor the market for opportunities and invest in new shows where we feel we can add real value.”

For 2020, “trialling is key” confirmed James Pattison, “but any brand can trial, so we have developed a revolutionary menu hack for our products to work in conjunction with any level of operator and actually save menu space. By placing an S asterisk next to any vodka, gin or rum cocktail and swapping out the alcoholic spirit for a delicious Stryyk alternative, the operator can extend their alcoholic and non-alcoholic offerings at the same time.”

Outlining plans for Pierre Chavin, Mathilde Boulachin added “we are planning a lot of activation in 2020 to stimulate our brands, including the launch of new formats and new grape varietals to develop our core range of drinks. We will also help people discover our beverages though events and festivals and will be inspiring new drinking occasions through the launch of mocktails.”

A key theme for all the brands is training and tasting, encouraging front of house staff to demonstrate their expertise across the entire range of drinks stocked, including low and no alcohol. Operators will be encouraged to treat the category with the same importance as alcohol by respecting the margins, ensuring the quality of serve and training staff to upsell these drinks, and drink familiarity is expected to be of the utmost importance for widening the consumer base within this category. If a consumer already knows and loves a mojito – one of the most popular cocktails in the world – they’ll be far more likely to purchase an alcohol free version than anything unique.

Whilst trialling is seen as key to the continued development of the low and no alcohol drink category, innovation will remain at the forefront of accelerating and nurturing interest.

“Our new range of Kolibri CBD Cocktails has been carefully crafted in collaboration with retail partners and 5* Hotels to ensure that shoppers, consumers and guests get an exciting solution for their social occasions in the emerging categories” continued Kamilla Sitwell. “Collaborations which bring diverse knowledge and expertise are needed to create superior drink experiences.”

As low and no alcohol drinks are no longer just the preserve of Dry January, more products are coming to market, giving operators more choice than ever before. Low2NoBev will bring a wide range of producers under the same roof for an exclusive trade show for the first time, with operators having the chance to find out more about the category, sample the wide choice of drinks available and attend informative discussion sessions at Quench Live.

For further information and to register for tickets to Low2NoBev show, visit https://www.low2nobev.com

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For Immediate Release: Tuesday 14th January 2020
For media queries, please contact: Kate Hempsall
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07534 190241

Notes to Editors
The Low 2 No Bev Show is a brand new - and unique - dedicated trade event to give the sector its own voice and support its future growth. From low-abv beers, ciders, wines & spirits to premium soft drinks, cordials and mixers, it will be the must-attend event for anyone who sources and buys low and no-alcohol beverages across retail, hospitality, convenience and the on/off licensed trade.

The show will be held at The Old Truman Brewery, Brick Lane, London E1 6QR on 17th & 18th June 2020.