The non-alcoholic boom: why 'sober' drinks are becoming the new champagne

Not so long ago, non-alcoholic beer was considered a drink for pregnant women, drivers and those who "temporarily don't drink". Today it is a fashionable choice, a symbol of awareness and part of a new drinking culture.

According to The Economist, non-alcoholic beer sales in the UK are set to grow by 26 per cent in 2022, and in December 2024 will overtake the January figures traditionally associated with a 'dry January' for the first time. (When is a non-alcoholic drink alcohol-free? - The Economist)

What's behind this trend?

1. Generation Z and Millennials are choosing mindfulness

Young consumers are increasingly turning away from alcohol in favour of healthier lifestyles and mental clarity. According to IWSR research, between 2022 and 2024, 61 million people worldwide are new soft drink consumers . (No- and low-alcohol drinks gain popularity across 10 countries, including US: study).

2. Quality at its best

Modern technology has made it possible to create soft drinks that are rich in flavour and aroma. They are no longer just "water with bubbles", but rather full-fledged alternatives to traditional alcoholic beverages.

3. Social change

The practice of 'zebra-striping' - alternating between alcoholic and non-alcoholic drinks at parties - is becoming increasingly popular. It allows you to enjoy the flavour without the consequences.

4- Investments by big brands

Large companies such as LVMH are investing in premium soft drinks. For example, the French Bloom brand offers non-alcoholic champagne at over $100 per bottle . (LVMH Bets on Booze-Free Bubbles at $100-Plus a Bottle)

Portugal and the non-alcoholic trend

In Portugal, a country with a rich wine tradition, non-alcoholic drinks are also gaining popularity. This is due to the growing number of tourists seeking a healthy lifestyle and locals opting for conscious consumption.

Bottom line: soft drinks are no longer a niche product. They are now part of a global trend towards health, awareness and quality. And they seem to have arrived in earnest and for the long term.

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