Sales of low- and no-alcohol beverages are rapidly rising across Europe, sparking a shift in societal attitudes towards alcohol consumption. What was once a choice associated with a notable stigma is increasingly being embraced and celebrated.
The Decline of Teetotal Stigmatization
Historically, abstaining from alcohol in social settings carried a certain social stigma. However, times have changed. In recent years, choosing not to drink alcohol has gained broad acceptance, and in some cases, even popularity. This change in perception is reflected in the growing sales of non-alcoholic drinks, which have steadily increased since the mid-2000s. As alcohol consumption has slowly declined, the global non-alcoholic drinks market has expanded significantly. According to Grand View Research, the market is now valued at $1.46 trillion and is expected to grow at a compound annual growth rate (CAGR) of 6% over the next five years.
“The stigma surrounding low- and no-alcohol drinks has largely disappeared,” says Brian Rosen, founder and managing partner of InvestBev.
How Low- and No-Alcohol Drinks Gained Popularity
A key factor in the growing popularity of these drinks is the significant investment from manufacturers in new product development and strategic marketing efforts. Major companies have been actively promoting low- and no-alcohol options through high-profile partnerships and sponsorships.
Heineken, for example, has invested heavily in global sports sponsorships, including partnerships with Formula 1. The brand has also entered into collaborations with popular television shows like Emmerdale and Coronation Street for product placements, helping to normalize low- and no-alcohol drinks in mainstream culture. “The visibility of these drinks in much-loved onscreen settings has had a significant impact on normalizing the category,” a spokesperson for Heineken explains.
Increased Availability and Consumer Acceptance
As the availability of low- and no-alcohol beverages increases, consumers are becoming more accustomed to seeing these products in stores, pubs, and bars. What was once seen as a novelty is now a familiar choice. “There’s much less stigma about ordering a low- or no-alcohol drink than there was even five years ago,” says Peter Gowans, UK country manager for Erdinger Alkoholfrei. “Big producers entering the market have played a significant role in familiarizing the category.”
The decline in alcohol consumption, driven by the rise of health and wellness trends, higher prices for alcoholic drinks, and the growing variety of alcohol-free options, is also contributing to the sector’s growth. As these products become more mainstream, they are no longer viewed as inferior alternatives. “Consumers increasingly prioritize moderation, and as these drinks become more common, they are seen as valid choices rather than lesser ones,” Rosen adds.
In conclusion, the rise in popularity of low- and no-alcohol beverages reflects broader societal changes. With increasing availability, strategic marketing, and a shift in consumer preferences, these drinks are now firmly integrated into the mainstream, and the stigma that once surrounded them is fading fast.
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