Over the past decade, the UK drinks landscape has seen a significant transformation, with one of the key trends being the move towards de‑alcoholised and reduced‑alcohol wines, beers, ciders and spirits. What began as a niche, often overlooked category has become one of the most dynamic and innovative segments of the UK drinks market.
Why Producers Are Embracing the No/Lo Movement
Consumers Are Redefining Their Relationship With Alcohol
Across the UK, more people are moderating their drinking, reflecting a broad cultural shift towards healthier lifestyles and an increased awareness of the risks associated with high alcohol consumption. Generation Z (born between 1997 and 2012) is leading this movement, increasingly embracing a more sober way of life. Recent surveys show that Gen Z drink roughly one‑third less wine and beer than previous generations. And when they do choose to drink, they gravitate towards brands with authentic storytelling and values that resonate with their own.
Quality Expectations Have Risen
Early alcohol‑free wines and beers struggled with flavour and structure. But modern techniques like vacuum distillation and reverse osmosis have changed the game. Today’s de‑alcoholised drinks can express character and balance in ways that were impossible a decade ago. And what’s more, the price of alcohol removal has shifted from being accessible only to a handful of large businesses to something within reach for smaller, craft‑focused producers. This democratisation of technology has opened the door to a new wave of innovative, high‑quality alcohol‑free options that prioritise provenance, flavour, and authenticity rather than compromise.
Innovation is key
What was once often seen as a limiting factor is now increasingly seen as an opportunity for producers to embrace change, experiment with new products and broaden their customer base. Major drinks producers have rapidly expanded their portfolios to meet rising demand for no‑ and low‑alcohol options. Global beer giants such as Heineken and Budweiser have launched 0.0% versions of their flagship beers, with Estrella Damm even rolling out its alcohol‑free draught offering. Spirits companies are also investing heavily, creating low‑ and no‑alcohol interpretations of their best‑known brands as the category becomes a serious part of the mainstream drinks. This surge of activity from established players has helped normalise alcohol‑free choices and significantly broadened what’s available to consumers.
The no‑ and low‑alcohol category is set for sustained, long‑term growth. Consumer moderation is no longer a seasonal trend but a cultural shift, with 64% of people across major markets actively reducing their alcohol intake. The UK retail value of the Lo/No sector is projected to rise by more than 55% between 2025 and 2029. As flavour innovation accelerates and low- and no-alcohol production technology becomes more accessible, we can expect a new generation of alcohol‑free wines, beers, and spirits that rival their full‑strength counterparts in complexity and craft. The future of the category lies in premiumisation, better‑for‑you positioning, and increasingly sophisticated products that appeal not just to abstainers, but to anyone seeking balance without sacrificing taste.
The UK’s shift toward mindful drinking has opened the door to one of the most exciting periods of innovation in modern drink-making. At Vigo, we’re proud to be part of this evolution - helping producers craft drinks that honour tradition while embracing the future. Get in touch if you'd like to find out how we can help you create incredible low and no alcohol drinks.
