Alcohol-free spirits

The new 'wellness' category which imposes itself

NoLo drinks

Faced with consumers who have turned sobriety into a true lifestyle, the 'NoLo' category has reinvented itself to capture a booming demand.
The goal: taking care of one’s health by ensuring more mindful consumption.

The promise of a

booming category

Long considered marginal alternatives, NoLo (No/Low Alcohol) drinks have emerged as one of the market's most significant evolutions. Driven by a new generation of health-conscious consumers, this category is redefining traditional drinking codes.

Expectations are shifting: the focus is now on offering complete tasting experiences while reducing alcohol content. Over the years, the selection has expanded considerably. Initially centered on botanical spirits, it now encompasses a wide variety of creations: alternatives to traditional spirits, aperitifs, ready-to-drink cocktails, and dealcoholized wines.

NoLo beverages are opening up new territories for brand expression and allowing consumers to share a social moment without ever feeling 'excluded'.



"Drink less, but better"

Millennials have undoubtedly played a pivotal role in the rise of this trend. Through 'NoLo' beverages, they are reaffirming their quest for individuality while reflecting a deep sensitivity to health and ethical issues.

The pursuit of personal well-being remains a major driver of purchasing decisions, particularly in mature markets. This trend has fueled the rise of non-alcoholic alternatives, part of a now-widespread practice known as “Zebra Striping.” This behavior involves alternating, during the same occasion, between alcoholic and non-alcoholic drinks—a cocktail followed by a mocktail, a beer followed by a non-alcoholic alternative—thus creating a more balanced consumption pattern, much like the stripes on a zebra. Today, consumers prioritize experience, meaning, and quality over quantity.

Added to this dynamic is a strong trend toward premiumization. The public is seeking sophisticated products, even if it means reducing consumption frequency to afford the very best.



Le marché du No/Lo en chiffres

Mass Adoption: The appeal of alcohol-free is accelerating. Between 2022 and 2024, the "0.0%" segment attracted 61 million new adopters, compared to 38 million for low-alcohol beverages (across ten key markets including the US, UK, Germany, France, Japan, and Brazil).*

Solid Growth Forecasts: The momentum is here to stay. The non-alcoholic beverage market is expected to grow by more than $4 billion by 2028, with an estimated Compound Annual Growth Rate (CAGR) of 7% over the 2023-2028 period.

An Internationally Anchored Trend: Europe is leading the way. 45% of British consumers and 33% of French consumers report having already consumed NoLo drinks, compared to 22% of Americans.**

Top-Performing Categories: The NoLo offering spans multiple sectors with varying penetration levels. Beer largely dominates (60%), followed by cocktails (39%), spirits (27%), wine (24%), and sparkling wines (18%).

Sources: *Drinks International *Sowine / Dynata, 2026 Barometer

Au-delà des bulles : l'offre de vins sans alcool se réinvente

Innovation is the true engine of this expansion. To meet consumer expectations, producers are pushing boundaries and developing new styles, applying their expertise to both still and sparkling wines.

One of the most significant breakthroughs lies in the use of natural ingredients—such as botanical infusions, teas, or aromatic herbs—to add complexity to flavor profiles. This botanical approach is particularly valuable for alcohol-free white and sparkling wines, which naturally tend to lose body and acidity during the dealcoholization process.

This transformation is primarily driven by a desire for complementarity, offering a new freedom rather than a restrictive alternative. Non-alcoholic wine is becoming an elegant option for diversifying enjoyment, allowing one to savor the moment without sacrificing vitality.

It is not about replacement, but about broadening the horizons of the table by placing finesse of taste at the heart of the experience. This evolution celebrates a diverse and inclusive sense of conviviality, where sharing remains the sole priority, regardless of the alcohol content.

The showcase of No/Lo: The custom-made response of Saverglass

To support this momentum, Saverglass has developed a line of bottles designed to elevate the NoLo segment. The design is resolutely sleek and minimalist for spirit alternatives, while the glassware ranges from reassuring classicism to bold audacity for dressing dealcoholized wines.

 

 

Discover how the NoLo trend comes to life through this selection of wines and spirits, enhanced by Saverglass’s elegance and glassmaking excellence.