While consumption of alcohol rose during the early months of the pandemic, a renewed focus on health has led to new interest in no/low alcohol beverages beyond nondrinkers and designated drivers, according to “The Acceleration of No and Low-Alcohol Beverage and Beer,” a report by EDGE Marketing, an Advantage Marketing Partners agency.
“Cultural phenomenon such as Dry January, with American participation dating back to 2013 and over one-fifth of Americans participating last year, illustrates that many consumers found themselves questioning their consumption habits long before conditions of illness and isolation,” the report notes. “Though we are inching toward less restricted gathering, dining and living, the tension between personal values and social desires is far greater than this moment in time.”
“The Acceleration of No and Low-Alcohol Beverage and Beer” offers a close look at the segment and marketing recommendations.