Where’s NoLo Going?
As the market matures, the category narrative shifts. As more people dip in and out of the alcohol-free lifestyle, there’s less emphasis on what these products don’t bring to the table, and more focus on all the great stuff they do.
Rituals still matter
Clink. Swirl. Sip. Drinking rituals are an emotive and powerful ingredient in drinking culture. NoLo brands should take note - and consider how they can build consistent behaviours and rituals into their world for an elevated, more rewarding consumer experience.
The rise of the sober-bar
Drinking is inherently social. It’s only natural that the so called sober-bar’ is on the rise – all the fun of a night out, without the hangover.
Ingredients, authenticity, story
From single malt whiskies to gins infused with extravagantly sourced botanicals, authenticity and provenance have always been at the heart of drinks brands. Engaging the sober curious can (and should) be just as celebratory.
