What are you drinking this January? If you’re taking a break from booze in a post-festive season detox, then you’re not alone…
The alcohol free drinks category is growing at an astonishing pace. You’ll now find no- and low-alcohol products in every supermarket. Most restaurants, bars and pubs offer zero-alcohol drinks and even mocktail options. The number of dedicated alcohol-free drinking venues is also increasing.
Research by Kantar last year revealed that 22 million (45%) of adults are attempting to moderate their alcohol consumption (Alcovision, data to 30.06.2024). Of those people, 11% regularly report opting for low- and no-alcohol options, which is double the number from five years ago (Alcovision, data to 31.09.2023).
Global growth
Figures from the No- and Low-Alcohol Strategic Study 2024, by alcohol data analyst IWSR, reflect this shift. The study is based on consumption in 10 key markets: Australia, Brazil, Canada, France, Germany, Japan, Spain, South Africa, the UK and the US.
According to the IWSR, the overall NoLo alcohol segment showed volume growth of 47% in the UK from 2022 to 2023. Low-alcohol volume sales almost doubled in 2023 and the IWSR predicts further growth over the next few years.
Globally the NoLo category had a value of over US$13bn (£10bn) in 2024. That figure is up from US$7.8bn (£6.4bn) in 2018.
And there’s no sign of a slowdown any time soon. The IWSR predicts that NoLo volume will increase at a compound annual growth rate of 4% by 2028 in the key markets. That figure is led by no-alcohol expanding at 7%, with low-alcohol at 3%. Predictions for the UK are slightly ahead of the global figure at 8%.
Supply and demand
What’s driving this growth? Firstly there’s demand: from people who simply don’t want to drink alcohol as a lifestyle or religious choice; as well as individuals who want to cut down their intake for health reasons. Initiatives such as Dry January offer added incentive to look for alternatives.
Alongside demand is increased availability. As well as more NoLo products now being available, there’s also been an increase in retailers selling them. NoLo products can be sold anywhere because unlike alcoholic drinks, they don’t have retail licensing requirements.
The World Alcohol-Free Awards were set up in response to this surge in supply. ‘When we established our competition in 2022 it felt like a niche within a niche – a bit of a leap of faith. But it’s incredible how fast alcohol-free has become established in the time since,’ says competition director Chris Losh. ‘Last year the World Alcohol-Free Awards had entries from over 20 countries, and since it’s a trend that shows no sign of slowing down we’d expect even more this year.’
Losh notes that NoLo drinks are becoming increasingly mainstream. ‘We’ve seen big money go into zero percent variations from the beer brewers in 2024, sponsoring everything from the Olympics to Formula 1 to Six Nations rugby. That’s helped to normalise alcohol-free and bring it into people’s living rooms,’ he says.
Finding alternatives
‘For a growing number of people, the judicious use of non-alcoholic adult drinks are a part of their repertoire; a way of giving their liver a rest without having to default into sugary soft drinks,’ Losh continues. ‘The problem they’re facing, of course, is what should they try?’
Chrissie Parkinson, head of judging at the World Alcohol-Free Awards, adds: ‘The first wave of alcohol-free drinks were often about recreating alcoholic drinks, but without the booze. That’s still the majority of the category, but we’re also seeing a lot more innovation now – adult drinks that are completely unique and use unusual herbs, spices or fruit combinations, often with beneficial health properties.’
She believes that this new generation of NoLo drinks will drive the category forward. ‘Even though these “free-form” drinks are designed to fill alcohol-drinking occasions there’s no direct comparison with an alcoholic drink. It’s incredibly exciting – the sign of a category that’s really starting to branch out and find its feet,’ she adds
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‘Taste experiences’
‘It’s an exciting time for the NoLo category as buyers and trade are realising that drinkers aren’t just looking for mimic drinks, but are seeking out new taste experiences,’ agrees Imme Ermgassen, co-founder of the alcohol-free botanical aperitif Botivo.
‘Our product is truly craft and that resonates with people,’ she continues. ‘It takes over a year to make and there are no essences or flavourings involved, which makes for a totally different and complex taste experience. We want consumers to respect the NoLo category the way they do alcohol,’ she adds.
Botivo is on track for 350% growth this year; Ermgassen believes this reflects a fundamental change in drinking behaviour. ‘Culture is shifting and the importance placed on abv is fading,’ she explains. ‘People are realising they can go to the pub or a restaurant andstill feel included, especially if they switch things up. “Zebra striping” is a real thing, you just need to look around at your friends and their behaviours to see that.’
CREDIT: Alison Thompson / Alamy Stock Photo
Zebra striping
The practice of zebra striping – alternating alcoholic and non-alcoholic drinks – is one of the new behaviours highlighted in Distilled 2025, the latest foresight report from drinks giant Diageo. It’s part of a key trend for conscious wellbeing that sees consumers prioritising brands and products that help them lead a more balanced life.
‘We are increasingly seeing consumers alternate between alcoholic and non-alcoholic drinks when they are socialising and we expect this ‘zebra striping’ trend to continue throughout 2025 as people place greater importance on moderation and wellness,’ explains Paul Dickson, global director of non-alcoholic at Diageo.
Diageo’s ‘House of 0.0%’ portfolio of popular brands such as Gordon’s 0.0, Tanqueray 0.0 and Captain Morgan 0.0, offers drinkers a straight alcohol-free swap for their favourite tipple. Last October the Mix It Up campaign encouraged drinkers to pace their consumption by switching between Gordon’s Pink and Gordon’s Pink 0.0%.
‘Diageo will continue to innovate in this space to make sure that consumers can socialise and drink however they choose to, including seamlessly switching between the two,’ predicts Dickson.
It’s clear that for many people alcohol-free has become a lifestyle choice that extends beyond Dry January or Sober October. But whether you’re a confirmed teetotaler, dedicated zebra-striper or simply sober-curious, the 15 bottles below are worth seeking out…
The best alcohol-free spirits for Dry January: 12 to try
Æcorn Bitter
Æcorn is a range of herbal aperitifs based on grapes – Chardonnay, Pinot Noir and Meunier – infused with botanicals including oak, hence the name. Serve chilled over ice, with a splash of soda for a dry, elegant alternative to aperitif cocktails. Pair Æcorn Bitter with Fever-Tree Italian Blood Orange Soda if you’re a fan of Negronis or Campari and soda. Alcohol 0%
Bax Botanics Sea Buckthorn
Distilled in Yorkshire using organic, ethically sourced herbs and fruit. Packed with vibrant flavour, the no-sugar Bax range includes uplifting Verbena, laced with fresh, sappy, herbaceous notes. But my favourite is Sea Buckthorn: earthy, fruity, spicy, herbal and tangy, with a lip-smacking bitter finish. Pair with low-cal Lixir Ginger Ale for a refreshing, spicy alternative to a whisky highball. Now also available in cans, premixed with tonic. (Bax Sea Buckthorn & Tonic, 12x250ml, £28.80, Master of Malt) Alc 0%
Botivo
Made from a base of British apple cider vinegar, Botivo was my favourite NoLo discovery of 2023. Small-batch, with no flavourings or preservatives, it’s infused with fresh botanicals – rosemary, thyme, gentian, wormwood and orange zest – balanced with wildflower honey, for a bittersweet herbal and citrus drink with plenty of depth and complexity. Mix 25ml with tonic over ice and enjoy. Also look out for the current limited-edition release, Botivo BB&R Barrel-Aged Aperitivo, made in collaboraton with the UK’s oldest wine and spirits merchant, Berry Bros & Rudd, and rested in Islay whisky barrels for three years (Alc 1%, £38/50cl, Berry Bros & Rudd). Alc 0%
Caleño White Coconut
Calling all rum fans… New to Waitrose, Caleño is like a liquid Bounty bar, with nice viscosity on the palate, some coconut water sweetness and tingly spice on the finish. To make a delicious alcohol-free Piña Colada put 50ml Caleño White Coconut, 20ml agave, 80ml pineapple juice, 80ml coconut milk, 15ml lime juice in a shaker. Shake with ice, strain into an ice-filled highball glass and garnish with a slice of fresh pineapple. Or simply mix it with pineapple juice or cola over ice. No need to refrigerate and keeps for three months. Alc 0%
Crossip Dandy Smoke
Mixologist Carl Anthony Brown created the Crossip range with bartenders in mind. One for fans of whisky and dark rums, Dandy Smoke is full-flavoured and richly textured. Intensely smoky aromas with dry black spices and a leathery/savoury undertone. The deep, complex, smoky palate is good enough to enjoy neat over ice, or simply paired with coke and a squeeze of lime. But Dandy Smoke is also a really versatile choice for cocktails. Try a delicious Dandy Sour. Put 35ml Crossip Dandy Smoke, 20ml lemon juice, 10ml apple juice, 5ml honey and 20ml aquafaba/egg white in a shaker without ice. Shake to mix, then add ice and shake again. Strain into a chilled Nick & Norah glass. Alc 0%
Everleaf Mountain
The excellent Everleaf range was created by Paul Mathew, a conservation biologist and bartender. As well as sustainably sourcing botanicals for flavour, plants such as acacia and seaweed are used for texture, mimicking the viscosity of alcohol. The range includes seaside-inspired Marine, earthy Forest and pretty pink Mountain, laced with cherry and rose hips. Mix one part Everleaf with three parts tonic to create a pale pink alcohol-free G&T. Or try it in a Violet Mountain Spritz with Artisan Drinks Violet Blossom Tonic. Alc 0%
ISH Mexican Agave Spirit
ISH is a range of zero-alcohol spirits from Denmark, launched in the UK in October 2022. It also includes Caribbean Spiced Spirit and London Botanical Spirit, as well as a selection of still and sparkling non-alcoholic wines. But the smoky and spicy Mexican Agave Spirit is my favourite. Styled after a reposado tequila, it’s made with organic agave and rested in American oak. Enjoy it mixed in a Mindful Margarita. Combine 60ml ISH Mexican Agave, 30ml lime juice, 30ml orange juice and 20ml sugar syrup in a shaker with ice. Shake until your hands are cold then serve straight up or on the rocks in a salt-rimmed glass. Alc 0%
Lyre’s Italian Orange
Lyre’s offers a useful range of alcohol-free substitutes for bottles that you’d find in a home cocktail cabinet. Italian Orange is a great replacement for Campari, with the same bitter cherry, bitter orange, spicy character. Pair with the Lyre’s Dry London Spirit and Lyre’s Aperitif Rosso for a lighter, delicate take on a Negroni. Lyre’s Orange Sec also makes a great substitute for orange curaçao if you want to enjoy a lower alcohol Margarita. Alc 0%
Pentire Adrift
Packed with flavour, the Pentire range – Adrift and Seaward – is made by distilling botanicals found along the Cornish coast, including rock samphire, sea buckthorn, seaweed, woodruff and sage, as well as Cornish sea salt. Seaward has citrus aromas and flavours, noticeably pink grapefruit, which is a key botanical (and makes a great garnish in a No-G&T). Adrift is bursting with coastal freshness, bright and pure herbal notes and earthy spice. Alc 0%
Seedlip Garden 108
The world’s first zero-abv distilled spirit, Seedlip was inspired by a book of 17th-century herbal remedies. The different botanical expressions should appeal to lovers of spicy, citrus or herbal gins. Clove-laced Spice 94 was the first launch, followed by Garden 108 and lemony Grove 42. Garden, with its notes of thyme, sage and pea pods, gives a fresh, herbal-edged drink with a crisp finish perfect for summer sipping. Alc 0%
Sipsmith FreeGlider
The dedicated Sipsmith team, creators of the excellent Sipsmith London Dry Gin, experimented with over 100 ingredients and 189 prototypes to create their alcohol-free spirit – and it was worth the effort. Woody, herbal aromas with uplifting freshness, lead to notes of grapefruit citrus, juniper, dry spice and eucalypt with a lingering pine sap note. Well balanced, it makes a super No G&T garnished with a slice of grapefruit. Alc 0.4%
Strykk Not Gin
Packed with herbal botanicals, Strykk is a fresh green explosion! Vibrant herb garden aromas – mint, sage and basil plus cucumber – are followed by a mouthful of lively green notes backed by real spiciness: think green chillis and black pepper. One for fans of herbaceous gins… Good for mixing as it retains all of its aromas and flavours. Pair it with Fever-Tree Refreshingly Light Cucumber Tonic Water for a no-G&T that delivers herbal refreshment. The range also includes ‘Not Rum’ and ‘Not Vodka’. Alc 0%
