Sober-Curious Consumers Drive the Low-Alcohol Drinks Trend

Growing Demand Signals Shift in Modern Drinking Habits

The low-alcohol drinks trend is rapidly gaining momentum as consumers embrace mindful drinking and health-conscious lifestyles.
Driven by the sober-curious movement, more people are choosing beverages with little or no alcohol.

Sales of low- and no-alcohol drinks have surged at major retailers like Waitrose.
In fact, Waitrose reported a 32% increase in total sales in this category over the past year.

Even more impressive, low-alcohol and alcohol-free beer sales climbed 85% and 50%, respectively.
Popular brands such as Guinness and Heineken saw their zero-alcohol versions soar by over 200%.

This rising low-alcohol drinks trend reflects changing attitudes toward wellness, flavor, and social drinking.
Consumers want beverages that deliver taste and complexity—without the effects of alcohol.

Premium Options Make Mindful Drinking Appealing

Buyers are not just seeking substitutes—they want high-quality experiences that match traditional alcoholic drinks.
As a result, beverage makers are rolling out premium non-alcoholic spirits, wines, beers, and ciders.

According to Waitrose’s Sarah Holland, flavor and social connection remain key.
She notes that people choose low-alcohol drinks to support wellness without sacrificing taste or the joy of sharing a drink.

Low- and non-alcoholic spirits are especially popular, with an 85% jump in sales.
Wine and cider alternatives are also gaining ground, showing a 21% and 28% increase, respectively.

Even specialty options like Codorniu Zero Rosé are booming, with a 453% growth in sales.
Clearly, this isn’t a passing trend—it’s a lifestyle shift embraced by a wide consumer base.

Big Brands Respond to Evolving Preferences

As this market expands, global beverage brands are launching products to meet demand.
For instance, BrewDog introduced a lighter version of its Hazy Jane beer with reduced alcohol content.

Molson Coors followed suit with a 0.0% version of Madrí Exceptional.
These releases show that large breweries see real potential in the no- and low-alcohol space.

Innovation continues to drive this segment forward, offering variety and appealing to different tastes.
Consumers now enjoy a wider selection, from fruity craft beers to botanical spirits with complex profiles.

Retailers, too, are expanding shelf space to highlight this category, making it easier for customers to explore options.

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