Standing out
Next week, I will be attending the launch of a well-known brand’s 0.0 Draught lager and learning valuable insights and updates on its 0.0 strategy.
The LoNo beer category is a space with a lot of developments and is a major focus for plenty of brands.
The category’s emergence is driven by several factors including health-conscious consumers embracing a healthier lifestyle. Shifts in social drinking habits means traditional drinking patterns are evolving, with a move towards daytime socialising and activities that don’t centre solely around alcohol. Pubs are noticeably adapting by offering a wider range of non-alcoholic beverages.
Innovation and product development has been highly important as I note in the drinks aisles and pubs that brewers have responded to changing consumer preferences by introducing a variety of flavourful low and no-alcohol beers. This level of innovation has expanded consumer choice and enhanced the appeal of low-alcohol options.
What will be interesting to hear is the corporate strategy and market expansion opportunities. Large alcohol companies have taken notice, and an increasing number of them have now made big movements in the market, whether it be through brand extensions, M&A, the introduction of stand-alone non-alcoholic products, or investments in specialised facilities and technology.
Not all of the major players in brewing and distilling have set specific goals for sales or volume when it comes to their commitments to expanding the no-and-low category within their own portfolios. While some have definite expectations for the market, others would rather be cautious and commit to investing in technology and brands without having any defined objectives.
I am keen to learn how this particular brand understands consumers and develops its range.
Data has shown that consumers are keen to support lo- and no-alcohol drinks brands and retailers and venues are providing the authenticity and differences that many non-alcoholic drinkers seek — so giving them what they want is more important than ever.
- Rodney Jack, editor, Food & Drink Technology.
Keep in touch via email: [email protected] Twitter: @foodanddrinktec or LinkedIn: Food & Drink Technology magazine.
