The No-Lo Revolution: How Low and Non-Alcoholic Drinks Are Transforming Social Norms

On a balmy late summer evening, nestled in a moderately trendy bar in any major city, a group of twenty-somethings lounges with flashy, elaborately crafted cocktails. At a closer look, however, it becomes apparent that nearly all these drinks are strictly non-alcoholic (not an assumption; I confirmed it with the bartender).

At first, I thought this might just be another fleeting trend of the Milanese elite. But then I began to notice a recurring pattern: more sober fans during the European football championships, a general decline in beer consumption among British pub-goers, and several articles extolling the virtues of non-alcoholic beers, wines, and spirits. It seems we are in the midst of a Copernican revolution in drinking. Or, more precisely, in not drinking.

Welcome to the world of no-lo (no and low alcohol), a rapidly rising phenomenon that’s redefining the beverage industry and, in a way, how we socialize. Leading this trend is none other than Generation Z. This shift is reshaping global consumption habits, and Italy is no exception (though admittedly, it’s still in the slow lane).

According to a recent IWSR Drinks Market Analysis report, the global market for non-alcoholic and low-alcohol beverages reached a value of $11 billion in 2022, marking a 37.5% increase from 2018. Future projections are even more impressive, with a forecasted CAGR of 7% through 2026.

So, what’s driving this surge in sobriety? As mentioned, Generation Z plays a pivotal role. A 2023 Prodege Decipher survey reveals that about 23% of post-2000s consumers frequently choose non-alcoholic drinks. The reasons are varied: 50% are driven by curiosity about new flavors, 31% seek a healthier lifestyle, and 35% cannot consume alcohol for specific reasons (think religion, for example).

External influences are also at play: the romanticized image of Martinis on Don Draper’s desk is overshadowed by TV shows like Euphoria and Shameless, which critique the glorification of cocktails and beer. It seems the concept of fun is evolving: a great night with friends no longer necessarily involves excessive drinking but rather memorable experiences and full self-control. Furthermore, excessive drinking is often associated with “hangxiety” (the anxiety that follows a hangover).

In Italy, where the spritz is almost a staple food group, the shift is also noticeable, albeit with mixed data. The National Alcohol Observatory of the ISS reports a 15% decrease in daily alcohol consumption among 18-24-year-olds over the past five years, though occasional consumption has risen. Young people aren’t ready to give up the social ritual of aperitivo but are seeking alternatives that align better with a healthier lifestyle. Cities like Milan and Rome are witnessing the emergence of more venues offering a broad range of non-alcoholic alternatives alongside traditional drinks. Noteworthy is Atipico, which opened this year near Turin and stands as a pioneer in this movement. Its menu features only non-alcoholic options.

Peroni has introduced the award-winning Nastro Azzurro 0.0, and it’s increasingly common to find politically correct versions of Corona, Heineken, or Moretti on store shelves. And it’s not just beer: non-alcoholic spirits are proving potentially disruptive. From packaging to (re)branding, the new generation of beverages presents an elegant and sophisticated image, worlds apart from the sugary soft drinks we’re accustomed to.

Brands like Lyre’s and Seedlip are leading the way, aiming to reinvent the concept of spirits with complex and aromatic alternatives that challenge traditional distillates. Their elegant bottle designs and evocative names position these products as premium and desirable alternatives to simple flavored water. When celebrities like Bella Hadid and Katy Perry endorse them, the phenomenon gains global traction.

Niche brands such as Sabatini Gin, Feral, Bevande Futuriste, and Memento attest to a vibrant and evolving scene—even in Italy—forecasting bright prospects for the coming years. Even non-alcoholic wines are poised to make a mark, regardless of institutional resistance. As Massimo Lovisolo of Società Vinicola Piemontese puts it:

“The wine industry is in crisis. And since 50% of the world’s population doesn’t consume alcohol, it makes sense to innovate and diversify.”

The rise of no-lo represents both a challenge and an opportunity for the beverage industry and, inevitably, for marketers. Not all consumers have the same preferences: some enjoy ending the evening with a touch of cheer, some seek complete inebriation, while others wish to protect their liver and stick to non-alcoholic beverages or at least low-alcohol alternatives. The use of social media and digital campaigns becomes crucial, not just for promoting products but for building a community around #nolo or #sobercurious movements. Unlike past campaigns, the focus today is more on the negative impacts of alcohol on overall well-being and long-term health.

For years, major beer producers have started to adapt in this direction. Take Heineken’s “Drink Responsibly” approach, which emphasizes the importance of not driving after drinking. This type of communication not only promotes more responsible consumption but also aligns seamlessly with the no-lo movement, facilitating a natural transition to this new paradigm.

In summary, it seems the future of drinking is…not drinking. Or rather, drinking things that appear alcoholic but aren’t. It’s about enjoying oneself with fewer aftereffects and greater awareness. Whether this trend will catch on at local festivals remains to be seen. Perhaps it will take a bit more time.