As consumer drinking habits shift, it is essential for brands—especially in the luxury drinks category—to adapt and innovate in line with these evolving trends. The growing demand for low and no-alcohol beverages presents significant opportunities for brands to remain relevant, appeal to new audiences, and diversify their product offerings.  

The shift to low and no alcohol is more than just a passing trend—it is a lasting change in consumer behaviour. In 2024, the average amount of alcohol consumed per person in the UK dropped by 20% compared to 2019. According to the Global Web Index, alcohol consumption among 18–21-year-olds has dropped by 6% since 2017, while no/low-alcohol drink purchases have surged by a staggering 81%. 

As the wellness movement gains momentum, drinks brands must evolve to stay ahead those who adapt to this change and innovate will be better positioned to succeed in a competitive market and will strengthen their full portfolio.  

Here’s our top five insights and how brands can leverage this shift and where the opportunities lie in a move towards launching a low/no line: 

1. Wellness is a priority 
Insight: Health-conscious consumers are prioritising wellness and seeking drinks that align with their well-being goals.

Opportunity: Position low/no alcohol options as premium, mindful choices that complement a healthy lifestyle. Highlight natural ingredients and craftsmanship, and develop rituals that promote mindful drinking. Partner with wellness spaces, gyms, and retreats to reinforce this luxury approach. 

2. No/Low alcohol is mainstream 
Insight: No/low-alcohol drinks are no longer niche products. The market has seen explosive growth, and the trend is expected to continue. 

Opportunity:  Gathering direct consumer insights through your online channels can help tailor your no/low alcohol offerings to exactly what your audience wants and needs. Asking your audience about their current drinking habits, preferences for no/low alcohol beverages, and what they’d like to see in luxury options, ensuring that you are meeting demand in a relevant and personalised way for your brand. 

3. Social norms are shifting 
Insight: The pressure to drink is decreasing, making it easier for younger generations to opt for non-alcoholic alternatives. 

Opportunity: Celebrate this cultural shift by reframing low/no alcohol as a bold choice, not a compromise. Use ambassadors who reflect modern luxury and confidence, and run campaigns that normalise these drinks in high-status settings like exclusive events, celebrations and business meetings. 

4. Authenticity builds trust 
Insight: Consumers connect more with real experiences and credible voices than traditional advertising. 

Opportunity: Move beyond conventional ads and use influencers and customer stories that align with the brand’s ethos. Encourage user-generated content and be transparent about ingredients, production processes, and sustainability to build trust. 

5. Ease of access drives growth 
Insight: Making it easy for consumers to try low/no alcohol options is key to turning interest into loyalty. 

Opportunity: Offer sampling at luxury events and private venues, secure premium listings at top bars and restaurants, and provide exclusive offers or concierge services to encourage trial among high-net-worth individuals. 

Let’s Shape What’s Next 

With the guidance of our consultants, we can drive your brand forward, whether by utilising our access to real-time Global Web Index consumer insights or through the commissioning of bespoke consumer research we can help you navigate this changing landscape from a position of strategic consumer insight.  

From building authentic connections through influencer marketing to developing campaign strategies that make no/low-alcohol drinks more accessible and desirable, we can ensure your brand stays ahead of the curve. Get in touch and let’s shape what’s next. 

Sources: 

GWI Low and No Alcohol reports. 

The Times view on Britons giving up drinking: Sobering Fact 

Alcohol consumption in the United Kingdom (UK) - Statistics & Facts | Statista