Pondering premium low and no

By Jaq Bayles

Published: 18 September, 2026

Coined to encourage medical students to look first for common diseases rather than exotic ones, the term ‘If you hear hoofbeats, think horses, not zebras’ has been adopted for much wider use. But in the case of the low & no-alcohol sector, it’s becoming reversed. Not so long ago, if you weren’t drinking, you weren’t one of the horses – you were either ill or the designated driver, as Paul Beavis, former MD for Lanson UK & North America and owner of Wild Idol non-alcoholic wines, puts it.

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