If you’d wanted to ditch the drink say a decade ago, you might have struggled. (Lemonade, anyone?). But today, with more and more people looking for healthier nolo alternatives, brands have not only listened, but surpassed expectations.


What the stats say

Without getting too much into the nitty gritty, first a bit of context. As the cost of living continues to rise (meaning less disposable income for leisure spending) combined with the broadening cultural trend of teetotalism, moderation and mindful consumption (especially, but not exclusively, to the younger gens). A new angle in drinking habits has ascended.

Between 2022 and 2023, alcoholic beverage volumes declined by -2% (and have been at a constant -1% decline since 2018), the nolo segment has almost doubled (+47%) and the category is forecast to grow by +19% by 2028.

5.2 million fewer UK adults drank weekly in 2023 than in 2021, 47% of UK adults are ‘zebra striping’ (that’s the practice of switching between alcoholic and nolo drinks on the same occasion, if you wanna be down with the kids).

During the Euros 2024, Ocado reported a 20% jump in nolo drinks and Gen Z drink on average 20% less than millennials (who also drink less than their elders).

In reaction to this apparent increased seeking out of non-alcoholic substitutes, the global beverage industry has begun to gradually shift.


What came first – the occasion or the drink?

Sometimes it’s hard to determine whether the alcohol industry made every drink into an occasion, or if we instinctively ritualise drinking. Crafting the perfect drinks occasion is something we know how to do well here at Purple. It’s a time-honoured marketing strategy that undeniably creates beautiful, aspirational content as we raise a toast to… well, life. Nobody wants to miss out on that. So, as health consciousness rises, brands are upping their game for a new demand that takes wellbeing into account without the social sacrifice.