The Sober Revolution: How Low & No Alcohol is Shaking Up Our Drinks (and Why It's Only Just Beginning)

Forget Dry January lasting a mere 31 days. Across the UK, and indeed the globe, a quiet but seismic shift is happening in our drinking habits. Low and no-alcohol beverages aren't just a fleeting health fad anymore; they're a full-blown cultural movement, capturing the imagination of consumers who are increasingly curious about mindful drinking without sacrificing flavour or the social occasion.

The numbers don't lie. According to the crystal ball gazers at Mintel, the UK's no and low-alcohol drinks market was already a cool £380 million business by the end of 2024. But hold onto your (alcohol-free) hats, because the soothsayers at IWSR predict this could balloon to a whopping £800 million by 2028 – and that's just on our little island! Globally, they're forecasting a staggering US$4 billion market for the booze-free brigade by the same year. This isn't a niche trend; it's a full-scale transformation.

IWSR themselves declared the no and low-alcohol sector to be in a "transformative period of growth" back in December, highlighting the US and Brazil as the heavyweight champions of alcohol-free expansion. And while whispers of lower-alcohol wines, beers, and spirits have been circulating, the data suggests that the teetotal titans – the completely alcohol-free options – are leaving their low-ABV cousins trailing in their (perfectly sober) dust. This isn't about a gentle tipple; it's about going zero, or close to it, with gusto.

This extraordinary trajectory isn't just reflected in spreadsheets; it's playing out on the shelves of our favourite retailers. Wine aficionados might raise an eyebrow, but even the venerable Majestic Wine, in a move that speaks volumes, partnered with the no and low gurus at Club Soda to stock nine of their carefully curated products across all 212 stores and online. Majestic reported a jaw-dropping 600% sales spike in this category since March 2022, proving that even traditional wine merchants are tuning into the sound of silence (or rather, the satisfying pop of an alcohol-free bottle).

Waitrose, too, is feeling the buzz, with sales of no and low options surging by nearly 20% last year. Their 2024 Food & Drink Report even coined the term "zebra-striping" – the increasingly common practice of alternating between alcoholic and non-alcoholic drinks. It's not about abstinence; it's about conscious choice, a mindful dance between the spirited and the spirit-free.

Even the big players are getting in on the action. Chilean wine powerhouse Concha y Toro, the force behind Casillero del Diablo, launched its very first alcohol-free wine, the Casillero del Diablo Zero. Made from 100% early-harvested Chardonnay grapes, it's a testament to the fact that even established wine brands see the writing (or rather, the zero) on the wall.

And with the UK's recent duty changes, which came into force in February 2025, the no and low market could be set for an even bigger boom. As Paul Schaasfma, MD of Benchmark Drinks (the distributors of Kylie Minogue's surprisingly successful 0% Sparkling Rosé), points out, the lower tax rates for drinks under 3.5% ABV provide a clear incentive for brands to innovate and expand their offerings in this space. It's not just about consumer demand; government policy is now actively encouraging a less boozy Britain.

But as Club Soda founder Laura Willoughby rightly points out, while the consumer appetite is there, there's still work to be done. More investment in the fast-growing brands and, crucially, a government rethink on the confusing descriptors for "alcohol-free" are needed to truly unleash the category's potential. It's like having a rocket ship ready for launch, but the fuel regulations are still stuck in the horse-and-cart era.

And to truly understand this evolving landscape, we need more data. As Paul Beavis, CEO of naturally alcohol-free sparkling wine Wild Idol, notes, while anecdotal evidence suggests a broadening audience, more comprehensive demographic data is crucial to pinpoint exactly who is embracing the sober revolution.

However, within this dynamic market, some exciting new trends are emerging:

1. The Rise of Sparkling Tea: Move over, fizz fatigue! 2025 is all about the sophisticated sparkle of naturally alcohol-free tea. Even the venerable Berry Bros. & Rudd (BBR) launched a sparkling tea by The Real Co. for Christmas 2024, with their ambassador declaring it her most exciting festive tipple – even over wine and spirits! Fortnum & Mason's own sparkling tea offering is so popular it now accounts for over a fifth of their total sparkling sales, even outselling Champagne at times! And let's not forget Kylie Minogue, who cleverly incorporated tea into her best-selling 0% Sparkling Rosé right from the start. As Benchmark's Paul Schaafsma explains, tea infusions can be a game-changer in overcoming the flavour loss often associated with de-alcoholisation, adding crucial acidity and complexity.

2. Draught Goes Dry (or Nearly): While most pubs now offer a no or low-alcohol beer option, the vast majority is still confined to bottles and cans. But the tide is turning. The British Beer and Pub Association reported that no and low beer sales in pubs were on track for a record 140 million pints in 2024, and forward-thinking breweries like Athletic Brewing are making steady progress with draught options. As Athletic Brewing's Chris Furnari points out, customer excitement is high, and more pubs are likely to tap into this potential. With Lucky Saint, Heineken 0.0, and Guinness 0.0 also making their presence felt on draught, the days of limited alcohol-free choices at the bar might soon be a hazy memory.

3. Functionality Takes Centre Stage: It's not just about what's not in the drink; it's about what is. Functional beverages, boasting added health benefits and wellness-enhancing ingredients, are gaining serious momentum. Wild Idol's Paul Beavis believes drinks infused with CBD, collagen, and other health-focused additives are set for substantial growth. Katy Perry's adaptogen aperitif brand, De Soi, with its "mind-mellowing buzz without the booze," perfectly taps into this trend, offering a sophisticated way to unwind without the negative effects of alcohol. As De Soi's Amruta Vyas highlights, a growing health consciousness is driving consumers towards natural relaxants and botanical blends.

4. Premium Packaging Makes a Statement: With the off-trade increasingly embracing no-alcohol options, standing out on the shelf is crucial. Premium packaging is becoming key to elevating the perception of these products, making them feel just as special as their alcoholic counterparts. Benchmark's Paul Schaasfma notes their Kylie 0% Sparkling wines now feature embossed bottles with a 0% crest, reinforcing their premium positioning. Wild Idol's chic bottle has even earned it listings in Michelin-starred restaurants and luxury hotels, proving that alcohol-free doesn't have to mean less sophisticated.

5. Events Raise the Bar (Literally): Pubs and restaurants aren't the only ones cashing in on the sober curious. Festivals and sporting events are increasingly embracing no and low options. Club Soda's Laura Willoughby highlights that festivals across the UK are now featuring dedicated alcohol-free bars, and even the Live Awards showcased an impressive range. Wild Idol was poured at Glastonbury, Royal Ascot, and Wimbledon, while Athletic Brewing became the first alcohol-free beer partner of Arsenal. Even Oktoberfest, the ultimate celebration of beer, opened its first booze-free beer garden in 2024, signaling a significant shift in cultural attitudes.

6. Asian Influences Blossom: As the no and low trend goes global, brands are looking to the rich traditions of Asian cultures for inspiration. London-based Impossibrew crafts its 0.5% ABV "enhanced lager" based on a centuries-old Japanese recipe, incorporating relaxing herbs like L-theanine and ashwagandha. US-based Origami Sake has even launched an alcohol-free sake, tapping into Japan's 1,500-year sake-making history. Rish Ravalia of The Pathfinder predicts that savoury Asian ingredients like Thai basil and tamarind will become increasingly prominent in alcohol-free cocktails.

So, what's the next big disruptor in the no and low sector? According to industry experts, it's a cocktail of factors: fair pricing that reflects quality, strong marketing and stand-out packaging, clear consumer education, premiumisation, flavour innovation, lower-calorie options, and a continued focus on the feeling and occasion, rather than just the absence of alcohol. The sober revolution is here, it's stylish, it's innovative, and it's only just getting started. Cheers to that – responsibly, of course!