The popularity of non-alcoholic drinks is surging, driven by health concerns, 'Dry January' trends, and changing social norms. This shift has led to major beverage companies investing heavily in developing alcohol-free alternatives.
Dry January is under way. After the excesses of the festive period, nearly one-third of Americans are expected to give up, or at least cut down on, alcohol this month. Many will save money. Some will lose weight. And a growing number will still continue to drink their favourite tipple – or at least something close to it. The teetotal and “sober curious” are no longer restricted to fizzy drinks, fruit juice or plain old water.
The market for non-alcoholic booze – including beer, wine and spirits – has been flying of late. Global sales came to nearly $US20 billion ($32 billion) in 2023, according to the latest data from Euromonitor, a research firm, double the amount in 2018. The market grew by roughly 20 per cent in 2023, compared with 8 per cent for alcoholic drinks. How big will it get?Demand for alcohol-free drinks is not limited to Dry January. A growing number of health-conscious youngsters are going sober all year round. The share of Americans aged 18-34 who drink alcohol has dropped to 62 per cent, according to the latest figures from Gallup, a pollster, compared with 72 per cent two decades earlier.; “zebra-striping”, or alternating between alcoholic and alcohol-free drinks, is in vogue. More people may join the sober trend if America’s surgeon-general gets his way. On January 3, he called for alcoholic drinks to come with a label warning of their carcinogenic effects. In response to all this, many booze giants have been developing alcohol-free lines. Diageo, one of the biggest, spent two years experimenting with 400 different recipes for an alcohol-free version of its Captain Morgan Spiced Gold rum. It recently bought Ritual, a non-alcoholic drinks brand. LVMH, owner of Moet & Chandon champagne, has invested in French Bloom, a brand of alcohol-free sparkling wines. Fifteen per cent of respondents in a recent survey said they had been “called out” by others for choosing a non-alcoholic drin
Non-Alcoholic Beverages Dry January Health Trends Alcohol-Free Drinks Beverage Industry
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