Exploring The Sipping Spectrum: Rise of NoLo Drinks in 2024 According to Bacardi Cocktail Trends
As the new year begins, consumers are embracing the concept of Dry January, or perhaps more accurately, a Dry-ish January. Trends indicate that people desire a range of choices when it comes to alcohol consumption—opting for alcoholic beverages on some occasions, lower-alcohol options on others, and non-alcoholic yet elevated drinks for special moments.
According to the Bacardi Cocktail Trends Report 2024, there's a noticeable shift towards a novel moderation approach called "The Sipping Spectrum." This approach associates NoLo (No or Low alcohol) moments with qualities such as choice, quality, flavor, and the creation of social connections. The NoLo sector is expanding both in popularity and variety. Mintel predicts a substantial 67% growth in the global market, reaching $359 million by 2026, surpassing the volume growth of traditional alcoholic beverages. Non-alcoholic choices, once reserved for moderate months or sober occasions, are now adopted in a flexitarian manner by consumers, allowing them to make decisions that suit their preferences, regardless of the time or place.
Research from IWSR highlights this flexible trend, revealing that approximately one-quarter of global consumers plan to incorporate more lower or non-alcoholic drinks into their regular consumption. This growing demand has spurred innovation and elevated offerings in the sector, with beverage brands focusing on blends, ingredients, and processes that emphasize the flavor of non-alcoholic drinks rather than simply being "free-from."
An excellent example is the MARTINI® Non-Alcoholic Aperitivo range, which provides a refreshing alternative rather than a substitution for the brand's vermouth. The exclusive flavors in the non-alcoholic category, such as Floreale with notes of Roman chamomile and Vibrante with delicate citrus aromas, are ideal for reducing the alcohol content in classic vermouth cocktails like the Sbagliato and Americano.
The recognition of this demand and influence is evident in the accolades received by the MARTINI Floreale Non-Alcoholic Aperitivo, winning the Best New Spirit at the 2023 Tales of the Cocktail Spirited Awards. This marks the second consecutive victory for a non-alcoholic drink in the category, reflecting the acceptance of this sector by the world's top bartenders.
The Bacardi Global Consumer Survey further reveals that consumers are exploring the spectrum of non-alcoholic options without strict adherence to traditional rules. Despite a slight slowdown in Dry January participation, consumers express a year-round interest in lower-alcohol drinks and cocktails. Around one-third of younger respondents in France, Germany, Tokyo, and Canada, and one-quarter of all respondents in the U.S., express the intention to consume more of these offerings in 2024.
According to the Bacardi Cocktail Trends Report 2024, there's a noticeable shift towards a novel moderation approach called "The Sipping Spectrum." This approach associates NoLo (No or Low alcohol) moments with qualities such as choice, quality, flavor, and the creation of social connections. The NoLo sector is expanding both in popularity and variety. Mintel predicts a substantial 67% growth in the global market, reaching $359 million by 2026, surpassing the volume growth of traditional alcoholic beverages. Non-alcoholic choices, once reserved for moderate months or sober occasions, are now adopted in a flexitarian manner by consumers, allowing them to make decisions that suit their preferences, regardless of the time or place.
Research from IWSR highlights this flexible trend, revealing that approximately one-quarter of global consumers plan to incorporate more lower or non-alcoholic drinks into their regular consumption. This growing demand has spurred innovation and elevated offerings in the sector, with beverage brands focusing on blends, ingredients, and processes that emphasize the flavor of non-alcoholic drinks rather than simply being "free-from."
An excellent example is the MARTINI® Non-Alcoholic Aperitivo range, which provides a refreshing alternative rather than a substitution for the brand's vermouth. The exclusive flavors in the non-alcoholic category, such as Floreale with notes of Roman chamomile and Vibrante with delicate citrus aromas, are ideal for reducing the alcohol content in classic vermouth cocktails like the Sbagliato and Americano.
The recognition of this demand and influence is evident in the accolades received by the MARTINI Floreale Non-Alcoholic Aperitivo, winning the Best New Spirit at the 2023 Tales of the Cocktail Spirited Awards. This marks the second consecutive victory for a non-alcoholic drink in the category, reflecting the acceptance of this sector by the world's top bartenders.
The Bacardi Global Consumer Survey further reveals that consumers are exploring the spectrum of non-alcoholic options without strict adherence to traditional rules. Despite a slight slowdown in Dry January participation, consumers express a year-round interest in lower-alcohol drinks and cocktails. Around one-third of younger respondents in France, Germany, Tokyo, and Canada, and one-quarter of all respondents in the U.S., express the intention to consume more of these offerings in 2024.
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