If the drinks industry has learned anything in the past few years, it’s that people want real choices that deliver on both taste and experience. No one’s interested in bland, watery low alcohol options. If it’s not good, they won’t drink it. And that goes for how brands present themselves as well. A strong PR and communications strategy is vital for any drinks company wanting to stand out in this crowded market.
Brands are catching on. Between 2022 and 2023, the no and low alcohol category in the UK grew by 47%, with forecasts of 19% annual growth until 2028. What started as a ‘Dry January’ trend has turned into a real shift in drinking habits. People aren’t just ‘giving it a go’ they’re actively looking for better choices, and smart brands are using PR and marketing to reach them.
At the end of 2024, we launched Proper Job 0.5% from St Austell Brewery. It’s been getting great coverage in The Telegraph, Good Food, Good Housekeeping, Delicious, and regional Reach titles, not just because it’s new, but because it’s good. Our PR team has been working hard to secure this coverage, highlighting the beer’s quality and how it’s placed in this growing market. It’s got all the bold, hoppy flavour of a proper IPA, just with less alcohol, and that’s what people want.
But it’s not just about alcohol-free drinks anymore. The “zebra drinking” trend has also caught on. More frequently, people mix alcoholic and non-alcoholic drinks on the same night, proving that people want balance and moderation. Over a quarter of UK adults now switch between full-strength and low/no alcohol options on nights out. It’s not about cutting out alcohol completely but having the freedom to choose. And this shift requires a nuanced approach to marketing and public relations, one that truly highlights consumer’s desires for choice.
It’s pretty simple, if your no/low alcohol drink doesn’t taste like the real thing, it probably won’t survive. These drinks aren’t just for designated drivers or health-conscious consumers anymore, they’re for anyone who wants a fun night, and a great drink without always going full strength. Brands need to get the word out, and that means partnering with PR services and communications agencies.
We’ve all had enough of compromising, we want real choices that deliver on taste and experience, and maybe finally the alcohol category has caught on!