Harpers Wine & Spirit Trade News

Half of young adults now choosing no and low

Published: 21 October, 2025

A new report by Drinkaware published this week details that 49% of young adults are now choosing no and low-alcohol drinks to moderate their drinking.

Nick Gillett: Aiming high with no & low

Published: 18 November, 2024

The “no & low” category, as it’s become lovingly known, is one that many spirits boffins struggled to get their heads around at first. When you look at the statistics, the success of no & low is startling. For the last two years in the UK, growth in the category has massively outperformed the overall total beverage alcohol volumes and in 2023 sales of low alcohol products doubled (IWSR data). And there are other markets around the world where it’s even bigger, where moderation and sobriety are more common and embedded in the culture. But let’s be straight – it’s still a small category when compared to rum, vodka, or even tequila – but the overall trajectory is on the up and expected to continue well into the next five years and beyond.

UK among fastest growing no & low markets

Published: 23 August, 2022

The no-alcohol volume sector has been growing exponentially in recent years. If the latest IWSR data is anything to go by, the upward trend shows no signs of slowing, particularly in the UK.