For years, alcohol-free and low-alcohol drinks had a rather mediocre reputation—a niche where innovation rarely took centre stage. Few people willingly ordered an alcohol-free beer, and the only options for non-drinkers were uninspired soft drinks. But times have changed. NoLo (no/low alcohol) has become a fixture in both hospitality and retail. Such as the refined spirits of Fluère or the spumante of Saboritz. What began with health-conscious consumers is now maturing into a fully-fledged market. ‘It’s part of a wider cultural shift, with younger generations in particular becoming far more thoughtful about what they eat and drink.’
Restaurants and bars are increasingly expanding their NoLo offerings. Just a few years ago, an alcohol-free cocktail was typically no more than juice and syrup. Today, we see carefully crafted, complex drinks on the menu. Alejandro Saravia, head bartender at rooftop bar LuminAir in Amsterdam, is a firm advocate for alcohol-free cocktails as an integral part of his drinks list. But it’s not without its challenges, he explains: ‘The difficulty with NoLo cocktails is that alcohol naturally acts as a flavour carrier. Without it, we need to be more inventive—using ingredients like spices and bitters to maintain depth and complexity.’
Left: Alejandro Saravia, head bartender of LuminAir || Right: the cocktail Trade Winds
A standout example is the Trade Winds cocktail. ‘We actually developed the alcohol-free version first, which is quite unusual,’ says Saravia. ‘Only later did we create the alcoholic variant. The base is Runamis—a non-alcoholic rum with notes of cinnamon and star anise—which pairs beautifully with coconut, pineapple and white chocolate. The result is a well-balanced, surprising NoLo cocktail.’
A new kind of nightcap
Few people have observed the NoLo landscape evolve as closely as Maaike de Reuver, Editor-in-Chief at Food Inspiration. ‘Dry January is now completely mainstream, and the quality of alcohol-free beers has improved dramatically,’ she notes. ‘This reflects a broader trend—particularly among younger consumers—towards mindful choices. We’re seeing this play out in the hospitality sector, where operators are increasingly on the lookout for refined, alcohol-free alternatives.’
Maaike de Reuver, editor-in-chief of Food Inspiration
And choice is growing fast. Beyond beer and cocktails, a new category is emerging: botanical juices and elixirs. Frederike de Groot, co-founder of the alcohol free specialist shop World of Nix, sees real potential here. ‘Take Saicho, for example—a brand that produces sparkling teas brewed over 24 hours. Or Three Spirit, whose Nightcap is an alcohol-free digestif with a hint of valerian. These aren’t imitations of alcoholic drinks—they’re entirely new and unique in their own right.’
Enter the juice sommelier
The demand for alcohol-free options is especially evident in high-end dining, says De Reuver. ‘In Michelin-starred restaurants, chefs—and even dedicated juice sommeliers—are now working with botanical juices that can be paired with dishes just like wine. Rody Misseyer at De Nieuwe Winkel, for example, has devoted his entire drinks offering to botanicals, creating an entirely new sensory experience for guests.’
According to De Groot, it’s customer demand that’s fuelling this innovation. Alcohol-free sparkling drinks are proving particularly popular. ‘People are looking for an alternative to soft drinks. A good alcohol-free spumante is perfect in a spritz—it delivers all the flavour, without the alcohol. That’s why brands like Saboritz are thriving.’
The experience matters
For hospitality businesses, NoLo presents a compelling opportunity—driven not just by ideals, but by commercial logic. ‘Some entrepreneurs might not be especially interested in the health benefits, but they do care about lost revenue if they don’t offer quality NoLo options,’ says De Reuver. ‘A well-considered alcohol-free drink offers a far better margin than a glass of water.’
De Groot adds that presentation is crucial: ‘Hospitality venues can tap into this trend most effectively by integrating NoLo options into the menu as standard—rather than treating them as niche or unusual. Add an alcohol-free spritz or botanical aperitif and you’ve instantly created something that catches the guest’s eye. And once you have their attention, the interest follows.’
.jpg)
Frederike de Groot and her partner Wim Boekema from World of Nix
Brand identity is becoming increasingly important, De Groot continues. ‘A strong brand is about more than taste—it’s about visual identity and storytelling. From the packaging to the narrative, to how it’s served in a cocktail—everything needs to align. Brands like Saicho and Three Spirit have nailed this, and they’re now focusing specifically on the culinary world, with drinks designed to pair beautifully with food.’
Moving beyond imitation
Is NoLo here to stay? With its rapid growth and expanding diversity, the signs suggest this is no fleeting trend, but a lasting transformation in the drinks market. While some categories—alcohol-free wine, for instance—still have ground to make up in terms of quality, consumers are increasingly open to new flavours and formats. Yet, Saravia believes the real shift is still to come: ‘Too many NoLo products are still trying to mimic alcohol. The next evolution will be to move beyond imitation—and focus on creating truly original alcohol-free drinks.’
The numbers don’t lie
We’ve touched on the rising demand—but the statistics paint a clear picture. Alcohol-free drinks have seen explosive growth in recent years. According to the statistics agency CBS, the proportion of Dutch adults who drink alcohol dropped from 81.3% in 2014 to 77.5% in 2022. At the same time, alcohol-free beverage sales grew by nearly 50% between 2017 and 2019, even as the overall alcohol market declined slightly. Alcohol-free beer is leading the way—it accounted for over 80% of all alcohol-free category revenue in 2020.
De Reuver sees a deeper cultural shift at work: ‘It used to be normal for teenagers to get a beer on their 14th birthday. These days, more and more parents are actively encouraging their children not to drink. That means the next generations will have a completely different relationship with alcohol. We’re at a tipping point—and it’s happening now.’
Are you about to launch an exciting NoLo product? Get in touch with us to see how we can support you with branding, PR, (online) marketing, and social media.
