No and Low alcoholic drinks sector
The ‘low’ and ‘no’ alcoholic drinks sector is growing – (as is the ‘functional’ sector) – with many in the business stating that on-trade sales are key to connective consumers with the brands.
I’m curious – have any of you sampled low or non alcoholic alternatives to your favourite tipple instead of opting for a soft drink? Was it a good experience?
I did a small amount of research when in some local pubs and extended it to the local supermarkets too. The results were disappointing.
In the supermarkets, low and non-alcoholic beers/wines/spirits were often tucked away in a corner on low/bottom shelves. In one ‘big name’ supermarket, the product was several isles away from their alcoholic alternative and I found it difficult to buy single cans or bottles (of beer) for experimentation.
In the pubs, asking for non-alcoholic was met with surprise, then a shrug before listing several alternatives. (In one case followed up with “but they probably taste like crap.”) A fine endorsement indeed. However, a shout out to Guinness 0.0 which is, in my humble opinion, very good.
Local breweries faired better with pilsner-style lagers on offer as well as pale ales too – and found these to be very good.
So what will/can change?
🍺 Supermarkets and pubs will give priority to what sells most, so how long before the priority on-shelf and on-bar will change?
🍺 Flavour has improved (vastly) but some brands are still charging well for a non-alcoholic alternative. (Witnessed in both beer and wine).
🍺 If you’re driving / don’t want an alcoholic drink – would you prefer to see greater options available (such as functional/health drinks)?
I’d love to know your thoughts. I’m happy to drink alcohol – however, recognise that not everyone does and for some it’s a problem. So why has it taken so long to get to where we are? Fun fact, Kaliber (the beer promoted by Billy Connolly, and not the Danish rap band or Polish hip-hop band), was introduced by Guinness in 1986..)
Change comes from many things, including perception and price and product. What drives you?