Author: Claire Davey
We were told by a number of mainstream news outlets that the British population were destined for an increasingly sober or sober-ish Christmas last year, rather than waiting until Dry January to curb alcohol consumption. Large supermarkets continue to experience increased sales in the ‘No and Low’ drinks category, otherwise known as NoLos. These drinks are targeted at the adult palate, which either contain no alcohol or have a very low ABV% and are often styled as alternatives (but similar) to beer, wine or spirits. The Grocer calculates that adult soft drink sales surged by 18.5% in 2021 to £714m (in the UK), and NoLos accounted for three quarters of this growth. However, in order to understand the rising popularity of NoLo drinks, it is necessary examine the recent and historical trends in alcohol (non-)consumption.