Alcohol-free spirits brand Seedlip has launched a nationwide marketing campaign as brand owners look to inspire drinkers to experiment with low/no serves.  From October onwards, the campaign will run across social, digital and on demand broadcast platforms, with around £1m expected to be invested in media advertising over the course of the next year. Created in collaboration with advertising agency Anomaly, the…

Low intervention wine company Nouveau has changed its name as it looks to better connect with its audience. New Theory is owned by Charlie and Thom Bradley, who work with South African winemakers to bring low intervention wines to the UK. The website includes both direct-to-consumer and wholesale services. Co-founder Thom Bradley said: “We wanted to create a brand for wine that doesn’t take itself too seriously. People…

Waitrose has lined up a partnership with Gordon’s gin owner Diageo to highlight low and no alcohol drinks. The activation includes dedicated low/no areas at 253 Waitrose stores across the UK, which will highlight the supermarket’s range of around 70 low alcohol and alcohol-free drinks. The retailer said sales of the category have increased 20% in the past year, with beer continuing to grow apace.

The Wine & Spirit Trade Association (WSTA) has developed what it claims are the UK’s first no and low alcohol guides. Three documents, compiled by the WSTA in collaboration with its producer and retailer members, aim to “clear up confusion over the marketing, labelling and production” of low and no alcohol wines and spirits.    The first two, published today, are WSTA Marketing Guide for Alcohol…

As green credentials remain high on the consumer agenda, how are low/no brands embracing sustainability? Rachel Badham reports While the cost of living crisis has meant that affordability is one of the biggest factors influencing purchasing behaviour, sustainability credentials continue to be a main priority for many consumers. Sustainability-led purchasing is among the biggest drinks sector trends of the past few years, and as more…

The low and no-alcohol category has continued its off-trade momentum into 2023, growing in value by 11% against the backdrop of a total alcohol category which declined by 2.5%. The drinking occasion for low/no is wider than ever, with more people choosing to moderate their drinking more regularly than ever before. In our recent NIQ State of the Nation survey we found…

Back in 2016, I was met with a mixture of ridicule, astonishment, disdain and – sometimes, but less often – admiration when I started talking about how I thought there was a gap in the market for alcohol-free craft beer. Fast forward to today and I suspect no one in the drinks industry thinks low/no is anything other than a fast-growing trend and a category…