The Rise of the NOLO Market

No longer the drink of the designated driver, the NOLO market is having its moment and its uptick in sales doesn’t look to be stopping any time soon. Consumer focus on health and wellbeing continues to grow with 5.3% of global economic output being generated by the health and wellness industry. But a boozy night out, joint with a vicious hangover that impedes that all important morning visit to the gym, just doesn’t fit into that narrative. And that is where the NOLO market steps in.

What is a NOLO beverage?

NOLO stands for no or low alcohol drinks. In the UK any beverage labelled ‘low alcohol’ must have an ABV below 1.2% and anything labelled ‘alcohol free’ must have an ABV of 0.05% or lower. There are NOLO products entering the market from all areas of the drinks sector, imitating spirits from gins and rums to beer and tequila, it seems as though there is no bounds to how far this trend can spread. The NOLO sector of the market may be small but is ripe for innovation and set to grow by a whopping 34% by 2024.

Taste Evolution

A 34% market growth wouldn’t be possible without an innovative touch. Brands have and will continue to consider what was going wrong with NOLO beverages previously and search for possible market gaps. With a need to act as a sufficient stand in for alcoholic spirits, focus on taste is obligatory as consumers are not easily persuaded by a beverage that does not accurately emulate their favourite tipple. The achievement of a taste sensations that will rival their beloved alcoholic spirits is what sets a good NOLO brand apart from the rest.

Health is Wealth

79% of consumers see wellness as being important and 42% see it as their top priority, so this has been a huge contributor to the growth of NOLO. It is recommended that we drink no more than 14 units of alcohol per week. And drinking full alcohol spirits often tips people over the high end of these numbers. For those who regularly enjoy a tipple, NOLO drinks mean you can still have your favourite drink without the negative effects on your health.

NOLO is also considered the healthier choice as alcohol contains 57 calories per unit. These are empty calories as they provide no nutritional value. For example, if you swap a 4.5% ABV beer for a 0% or 0.5% beer and you’ll save yourself up to 145 calories from alcohol alone!

NOLO Celebrity Endorsement

As well as being led by trends, consumers are also often influenced by celebrity tastes. And NOLO drinks are no exception to this. As celebrities are seen flaunting their latest favourite NOLO drink on social media, the public has followed suit. Well known household names have even stretched to developing their own lines of NOLO , a stellar example being Spencer Matthew’s brand Cleanco.

Trailblazing Cleanco is one of the fastest growing NOLO brands on the market. Their unique portfolio has taken the segment by storm, Spencer Matthews having started up the brand in 2018 when he saw a lack of product in the NOLO market able to be a true replacement for alcoholic spirits. With the development of a complex distilling process designed to replicate the mouthfeel of standard-proof spirits, Cleanco now offers a full range of fantastic NOLO beverages, Spencer’s popularity aiding its growth.

Smashing Spirits

The new face of NOLO has style and sophistication at the heart, which has been grasped by consumers. An integral component to continue this image is your brands use of packaging. Creating strikingly beautiful glass bottles will only further a NOLO brands growth. Crafting stunning containers that will attract every consumer is the key to unlocking this growing market. And Verallia is here to help.

Verallia specialises in bringing luxury brands to life. We work with brands to develop distinctive designs that reflect your message and give a competitive edge in the market. We aim to elevate your brand image with prestigious, striking glass.

If you would be interested in working with us on bringing your brand to life, do not hesitate to contact us.