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Moderation Is Mainstream: How Low and No Alcohol Brands Went Beyond Dry January

23/01/2025
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As low and no alcohol drinks have evolved from niche options to essential choices, experts from the likes of Heineken, Lucky Saint, Diageo, and more share how they鈥檝e reshaped perceptions and marketing strategies to create year-round staples, writes 天美棋牌's Alex Reeves
In 1985 Guinness brought out a non-alcoholic beer called Kaliber. Legendary Scottish comedian Billy Connolly was the face of this drink, asserting that 鈥溾 It didn鈥檛 last. 40 years on, things are different. Low and no alcohol (LNA) brands are serious business indeed. What once felt like a niche afterthought is part of the drinking landscape in a very mainstream way. 

And these brands鈥 part of the marketing landscape is equally mainstream. We鈥檙e even beyond the days when you鈥檇 only see ads for LNA drinks during Dry January or Sober October. Decades on from its abortive venture with Kalibur, Guinness is now the official beer of the Premier League, with its 0.0 version front and centre.


It took a lot to get here. And brands like Lucky Saint have broken ground that the likes of Guinness鈥 parent company Diageo and Heineken are now eager to occupy. 鈥淚n the past, if someone wasn鈥檛 drinking on a night out, they might feel the need to hide it 鈥 ordering a lime and soda and pretending it鈥檚 a gin and tonic 鈥 or apologising for not drinking. That鈥檚 changing,鈥 says Emily Laws, head of brand. 鈥淭he biggest part of Lucky Saint鈥檚 success is that we don鈥檛 apologise for being alcohol-free 鈥 we celebrate it. Being dedicated to alcohol-free allows us to focus on the ritual of enjoying a Lucky Saint, whether it鈥檚 fresh from the fridge at home or on draught in your local pub.鈥

Creative director at experiential agency Collaborate, Rich Hartle celebrates brands like Lucky Saint changing attitudes to LNA drinks. 鈥淏ig brands are finally catching up to the surge of smaller LNA brands, which have excelled at building social communities around the sober lifestyle,鈥 he says. 鈥淏ut with a bigger audience and growing cultural acceptance of LNA choices, everyone is now upping their game.鈥

Getting here wasn鈥檛 easy. What Billy Connolly came up against persisted for decades to come. Emily remembers the Manchester Craft Beer Festival soon after she joined Lucky Saint. 鈥淭hey gave us a stall right at the front. It was a ticketed event where all drinks were included, so people were excited to get stuck into the beer. We were the first stand they encountered, and when they found out we were serving alcohol-free beer, they were horrified 鈥 even if they loved the taste. Fast forward five years, and now we have moments where people come to our events and say, 鈥業 used to drink heavily. I stopped, started drinking Lucky Saint, and got my job, my wife, and my life back.鈥 That鈥檚 really amazing. We鈥檝e gone from people laughing at the idea of trying alcohol-free beer to events where we sell a significant amount of pints and hear those kinds of personal stories. That transformation shows a real shift, and I think it鈥檚 down to changing perceptions around health.鈥

Changing views on alcohol consumption, even in heavy-drinking cultures, have been stark. 鈥淚n the UK and the US, the stigma around alcohol-free has mostly disappeared,鈥 asserts Jamie Fleming, head of copy at Purple Creative, who works with the likes of Asahi Super Dry and Pilsner Urquell. And with this fading stigma, beer can enter new realms in its marketing. 鈥淲ellness festivals and other opportunities have emerged to sell these products, opening up markets that didn鈥檛 exist before.鈥

LNA products are ubiquitous now. One clear indicator of how far they鈥檝e come is the kinds of sponsorships and partnerships these brands are brokering. Heineken brand lead for HEINEKEN UK Stephanie Dexter stresses their importance. 鈥淣ormalisation and aspiration are key,鈥 she says. 鈥淪o whether that鈥檚 utilising our global partnerships such as Formula 1 and UEFA Champions League, or ensuring that our alcohol-free offerings are part of mainstream culture, such as being on the bar of the Rovers Return in [British soap opera] 鈥楥oronation Street鈥.鈥

Football and soaps are about as heart-of-the-nation as it gets in Britain, so Stephanie鈥檚 right to celebrate the two-and-a-half-year partnership with Heineken 0.0 and ITV鈥檚 鈥榗rown jewels鈥, both 鈥楥oronation Street鈥 and 鈥楨mmerdale鈥, rightly calling it 鈥榞roundbreaking鈥. 鈥淔or the first time, a real-world beer was on the bar of two of the most famous pubs in the world,鈥 she says.

Guinness 0.0 as the official sponsor of Six Nations rugby, or Corona Cero as the official sponsor of the Olympics, have gone a long way in normalising these brands鈥 LNA options. Asahi sponsors Manchester City and Etihad Stadium with its alcohol-free product, has sponsored the Rugby World Cup and will partner with the Women鈥檚 Rugby World Cup next year. 鈥淚t鈥檚 allowing them to connect with billions of people on a global scale, which wasn鈥檛 possible before,鈥 says Jamie at Purple Creative. And he鈥檚 admired from afar Heineken 0.0鈥檚 鈥楲OVE.LOVE鈥 packaging to tie in with the US Open last year. 鈥淚t鈥檚 clever activations like that which keep them leading the category.鈥

For Maihri Gill, associate strategy director at Born Social 鈥 one of the agencies that can take credit for Guinness 0.0鈥檚 remarkable proliferation, it鈥檚 clear that moderation has gone mainstream. 鈥淚t used to be that you either drank alcohol, or you didn鈥檛, and it鈥檚 not like that anymore. Choice is not only necessary, but celebrated, and physical availability of non-alc options has become a non-negotiable in the on and off-trade.鈥

We鈥檙e smack in the middle of a month in which low and no alcohol brands would usually be shouting at us from all angles. Samaneh Zamani, strategy director, Iris has noticed how few Dry January campaigns we鈥檙e seeing this year. 鈥淚 think that speaks volumes about where we are when it comes to the rise of low/no alcohol drinks,鈥 she says. 鈥淔or many, it is no longer a seasonal proclamation, but an active, consistent lifestyle change to choose low/no options or forgo drinking altogether.鈥

There鈥檚 been a significant shift in consumer behaviour towards more healthy lifestyles. 鈥淭his has included preferences which have seen consumers keen to reduce their overall alcohol consumption without compromising their social experiences,鈥 says Stephanie. 鈥淎nd contrary to popular belief, this isn鈥檛 limited to January 鈥 in fact, the summer months perform well for alcohol free, and December enjoys the highest sales level.鈥

Brand and client development lead, Joanna Allcock constantly speaks with her colleagues at Seed, Amplify鈥檚 youth-specialist agency 鈥 half of whom are gen z. 鈥淚t鈥檚 clear that traditional campaigns like Dry January don鈥檛 fully capture the mindset of this cohort,鈥 she says. 鈥淔ew of them are participating in Dry January; instead, they鈥檙e either embracing a more relaxed approach to drinking. For many, the goal is moderation rather than rigid abstinence.鈥

That鈥檚 what Lucky Saint sees too, although it is the official beer of Dry January. 鈥淢ost of our consumers are moderators, not teetotalers, so we avoid demonising alcohol. This balanced view really resonates with people,鈥 says Emily. 


But alcohol is still tied deeply into cultural norms and the marketing around LNA production often cleverly reflects this aspect of society back at us. Captain Morgan made its entry into the alcohol-free market in 2023 with the launch of Captain Morgan Spiced Gold 0.0%, and its 鈥Why You Always Whying鈥 campaign did exactly that. 鈥淸It] really championed responsible drinking and normalising moderation, using humour to challenge the negative social pressure of being asked 鈥榳hy aren鈥檛 you drinking?鈥,鈥 Paul Dickson, global director for non-alc at Diageo recalls. In fact, it鈥檚 this tension in the social setting that he finds interesting.

More recently, Gordon鈥檚 Pink and Gordon鈥檚 Pink 0.0 launched its 鈥Mix It Up鈥 campaign, which taps into one of the trends many in the category are seeing at the moment called 鈥榸ebra striping鈥 鈥 where consumers alternate between alcoholic and non-alcoholic drinks in a single occasion. 鈥淒iageo actually listed this as one of the trends to watch in 2025 in our 鈥楧istilled鈥 consumer trends report, and I love how the brand tapped into this, showing people that switching between the alc and 0.0 variants of Gordon鈥檚 Pink, and enjoying the same great taste and experience regardless of alcohol,鈥 says Paul.


Dan Fleming, UK country manager for market research platform Tracksuit, has noted the power of keying into these behaviour changes. 鈥淟eading the charge, Gordon鈥檚 0.0 has emerged as a standout success,鈥 he says. 鈥淭he brand's awareness has grown from 68% to 73% overall, with a notable rise among the 18-34 demographic, now reaching 74%. These figures underline the growing mainstream acceptance of alcohol-free options, driven by targeted marketing and shifting consumer preferences toward mindful drinking."

Born Social鈥檚 Maihri underlines the importance of charting these behavioural changes for clients like Guinness. 鈥淎lthough social is fast-moving and topics disappear just as quickly as they arrive, if you can step back and join the dots, you can really ride the consumer movements. 鈥楽ober curiosity鈥, 鈥榸ebra striping鈥 and 鈥榙amp January鈥 are all terms that were coined on social and claimed by society. That鈥檚 why social listening is a constant part of how we monitor the category.鈥

Irina Darling Fonjga is global marketing manager at Brooklyn Brewery, which makes Special Effects 鈥 one of the most well-known alcohol-free lagers. 鈥淧eople are prioritising balance and choice in their lives, and they want options that fit different moods and scenarios without compromising on their experiences,鈥 she says.

Paul stresses how below-the-line efforts are critical for Diageo, helping to improve the point-of-purchase experience for consumers, leaning on the strength of Diageo brands to build this new category. Guinness 0.0鈥檚 presence across the Six Nations rugby tournament and as the official non-alcoholic beer of the English Premier League is a prime example.

Marketing LNA drinks is blessed with the freedom to celebrate the reasons that people drink for, even when the booze isn鈥檛 present. Irina at Brooklyn Brewery argues that not getting inebriated means more chance to be present in the moments that matter, which includes occasions where beer traditionally might not have played a role. 鈥淧eople might be enjoying Special Effects at a bar with friends, hosting a dinner at home, but also at lunch in the office or after a run as a refreshing pick-me-up,鈥 she says.

And when there鈥檚 no booze in drinks, they can show up in different parts of people鈥檚 lives. Like alongside competitive sporting occasions. Lucky Saint has partnered with events like the Hackney Half Marathon in London. Although Harry Wright, strategy director at Imagination admires the brand for other reasons. 

鈥淲hen we look at what really moves the needle for brands, it鈥檚 rarely the sports sponsorships or influencer partnerships that make a real difference. The low/no brands that are winning, or any kind of brand for that matter, are those that embed themselves authentically into the lifestyles, habits, and values of their target consumers,鈥 he says.

鈥淭he brand's knack for tapping into cultural trends doesn鈥檛 stop there,鈥 he continues, looking to moments like when Lucky Saint responded to the numerous social channels dedicated to ranking Britain's Best Meal Deal by getting its products included in Sainsbury鈥檚 meal deal, meeting audiences where they already shop. When the cost of living crisis made dining out too expensive for some couples, Lucky Saint became the first non-alcoholic beer to be included in Tesco鈥檚 Finest Dine In For Two deal. 鈥淎nd when Strava declared that run clubs had become the new nightclubs with a 59% increase in global running club participation, surprise surprise, Lucky Saint had already launched its own running club 鈥 the list goes on,鈥 he adds.

With an enthusiastic and open-minded audience already in place, LNA brands have moved beyond just getting people to 鈥榞ive it a try.鈥 The focus has shifted to creating engaging, memorable experiences that connect on a deeper level. 鈥淭hey鈥檙e not just participating in experiential marketing 鈥 they鈥檙e leading the way, stepping out of the digital space to create real-life moments that dazzle. And it鈥檚 working beautifully,鈥 says Rich at Collaborate. 

With major music festivals like Coachella and Glastonbury now boasting alcohol-free zones with chic lounges, live DJs, and mocktail workshops that stand out on their own, LNA is not just a niche offering or an alternative to the usual booze. Meanwhile Rich notes that other LNA brands are hosting glamorous Oscar and Grammy viewing parties with curated menus and exclusive guest experiences, proving that sober celebrations can be just as indulgent and exciting.

鈥淥n top of that, we鈥檙e seeing a wave of bold and immersive activations. From multi-sensory pop-ups to interactive environments, LNA brands are redefining how they connect with their audiences,鈥 says Rich. 鈥淭ake Heineken鈥檚 Player 0.0 campaign, for example 鈥 it鈥檚 not just an ad; it鈥檚 an authentic cultural experience that taps into the gaming subculture and continues to grow year on year. 

鈥淏y embedding themselves into cultural moments and creating truly standout physical experiences, LNA brands are no longer just offering an alternative. They鈥檙e redefining what an incredible drinking experience can be 鈥 appealing to a broader audience who are looking for incredible experiences, not just an alternative drink, with bigger and bolder activations.鈥

All of this is making the category one of the most creative and culturally resonant in the marketing world. As Joanna at Seed says, these strategies reflect gen z鈥檚 holistic approach to drinking. 鈥淭his generation values experiences, storytelling, and authenticity 鈥 elements that can bring low and no alcohol offerings to life in compelling ways, from immersive events to influencer collaborations.鈥

Ultimately, the brands that will come out on top will be those who don鈥檛 just observe the shifting drinking culture, but become catalysts for it. 鈥淟ook at the brands already making waves,鈥 says Maihri. 鈥淭hey're showing up with intent to make a bold statement, creating unique experiences that add value beyond their product, and taking up space with history-making sponsorships - driving up talkability. More of this please.鈥

But first, people have to be able to drink these products. And the availability of LNA drinks has increased sharply. 鈥淪upermarkets are dedicating whole aisles to it. It鈥檚 become so normalised that retailers are leading the charge,鈥 says Jamie. 

Diageo has a partnership with UK supermarket Waitrose to help design dedicated areas for no and low alcohol, and Lucky Saint has been working to put pumps in pubs across the UK for years. 鈥淒raught beer has been a big focus for us,鈥 says Emily. 鈥淎nd celebrating the act of drinking the beer, rather than what happens the next day, has been central to the brand.鈥

Lucky Saint鈥檚 recent exemplifies this shift. By giving away 100,000 free pints in over 500 pubs, the brand addresses a key challenge of Dry January: the risk of isolation. 鈥淭he campaign reframes mindful drinking as an opportunity for connection, celebrating pubs as vital community spaces while making alcohol-free options feel aspirational and socially inclusive,鈥 says Joanna at Seed.

For Stephanie at Heineken, availability in pubs is central to LNA beer鈥檚 future success: 鈥淭he absolute key to making alcohol-free beer part of the 鈥榚veryday鈥 in pubs is its availability on draught,鈥 she says. 鈥淔or consumers, seeing it front and centre when they walk into the pub immediately puts the beer on a level playing field with its alcoholic counterparts. Being able to have a pint means you鈥檙e part of the round and don鈥檛 feel like you鈥檙e having something different.鈥

Harry at Imagination highlights which revealed that 21% of 18-26-year-olds felt compelled to hide their choice of low/no alcohol drinks due to social stigma, while a 2024 study reported that consumers are more likely to order non-alcoholic beer if it鈥檚 available on draught. 鈥淏ecause it鈥檚 less obvious,鈥 he ventures.

When it comes to tone, celebrating the occasion of drinking is the only way to go. 鈥淲e don鈥檛 focus on the next day or talk about avoiding hangovers because that鈥檚 something you could say about any alcohol-free product 鈥 even water,鈥 says Emily at Lucky Saint. 鈥淚nstead, we celebrate the moment of drinking it, the taste, and the ritual of having a pint poured for you.鈥

The key is in how you view the drink itself. Consumers don鈥檛 see it as a lesser product anymore, so marketing doesn鈥檛 need to go in that direction either. 鈥淚 don鈥檛 believe choosing low/no alcohol options compromises the amount of fun and enjoyment consumers experience during these occasions, and therefore I don鈥檛 feel we should compromise on the energy, fun and enjoyment communicated in its marketing either,鈥 says Samaneh at Iris.

Drummond Central, the agency that's recently worked with Fentimans, the premium soft drinks and mixers brand, the low and no alcohol sector isn鈥檛 just offering alternatives 鈥 it鈥檚 becoming the choice. "For brands in this space, the challenge lies not just in standing out, but in offering something undeniably better," they say. "For Fentimans they're on a mission to encourage people to swap out their usual go-to drink for something Botanically Brewed 鈥 the time-honoured, multi-stage process unique to Fentimans drinks."


In its latest campaign, Fentimans introduced Fentiman, a charming, sharply dressed 'Ambassador of Exquisite Taste' with an unshakable belief in better drinks. "More than just a brand character, Fentiman serves as a personality-driven invitation to rethink the default drink choice, whether alcoholic or soft," says Drummond Central. "In the campaign鈥檚 TV spot, he appears just in time to save an unsuspecting drinker from a fizzy drink faux pas, politely guiding them towards a Botanically Brewed Fentimans with real depth of flavour[...] The campaign highlights that premium soft drinks aren鈥檛 about what鈥檚 missing (alcohol) 鈥 they鈥檙e about what鈥檚 added: depth, craftsmanship, and curiosity."

The ambition in this area is as big as it ever was for alcoholic drinks. 鈥淎 recent highlight is our global campaign with Oscar-winning filmmaker Spike Lee鈥檚 agency Spike DDB, a true Brooklyn icon,鈥 says Irina. 鈥淭he team鈥檚 bold, creative energy perfectly reflects who we are, and the partnership allowed us to take Brooklyn Brewery to a global stage while celebrating the creativity and culture that inspire us.鈥


For marketers in the LNA space, carving out a whole new set of conventions is one of the most stimulating challenges out there. 鈥淭he non-alc drinks category is certainly an exciting and vibrant one, with industry insight anticipating that its ,鈥 says Paul.

Looking to the many approaches brands are pioneering, Samaneh at Iris highlights the experimental nature of the space. 鈥淚nnovation will be critical to success in this space, whether that鈥檚 in product development, flavours and serves, or new ways to position and market the products,鈥 she says.

Maihri at Born Social puts store in the power of distinctiveness. 鈥淲ith low/no alc, you鈥檙e competing in and outside of your category at any moment 鈥 alcoholic variants, tap water, the infamous soda lime,鈥 she says. 鈥淎nd in a bubbling category, there鈥檚 always room for disruptors, so you have to consistently reinforce what makes you different.

鈥淲e鈥檙e at a pivotal moment for the low/no alc category. Innovation has skyrocketed over the last few years and caused a fresh 0.0% wave of competition and creativity,鈥 she says. 鈥淚n our pub-wedded society, I鈥檓 not sure anyone could have predicted low/no alc beer being the fastest growing beer category, and certainly not in the short time it鈥檚 taken to get there.鈥

For Emily, even years into Lucky Saint鈥檚 journey, there is still so much uncharted territory. 鈥淚t鈥檚 not just about product innovation but also about rethinking how we approach marketing. You can鈥檛 just replicate what alcoholic brands have done 鈥 you have to be more creative. It鈥檚 a nascent category without rigid rules, which makes it a playground for new ideas and activations. Alcohol-free has gone from being just for designated drivers to being an exciting, innovative space. Brands like Guinness 0.0 are doing incredible things with great products. The growing belief in this category, combined with its potential for innovation, makes it an exciting time for marketers.鈥

It鈥檚 clear from speaking to all of these category experts that the brands that thrive in this space will be the ones that prioritise quality, innovation, and community. 鈥淲ith an ever-growing category and competitive landscape, low/no drinkers won鈥檛 compromise on flavour or experience, so brands must deliver that with confidence,鈥 says Irina, mirroring the tone of everyone doing great work in this space. 鈥淏ut equally important is creating a sense of community 鈥 through campaigns, partnerships, or initiatives that include all our consumers whether they choose to drink alcohol or not. At Brooklyn Brewery, we see this space as more than a trend 鈥 it鈥檚 a chance to be part of a broader cultural shift, and to keep pushing the industry forward by bringing more people into the category.鈥 
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