The social fabric is being rewoven and in the ever-evolving realm of low and no-alcohol (NoLo) beverages, the boundaries of taste, wellness, and social culture continue to converge.* While we have coined it by the name Alcoholish, no and low alcohol colloquially referred to as NoLo, is a growing segment in the market, surpassing $11 billion in sales globally in 2022 – slated to grow by 33.3% by 2026.¹ Between hard kombucha, alternative spirits from pioneers like Seedlip and Ritual, to the burgeoning non-alcoholic beer space from the likes of Heineken, Lagunitas, Athletic Brewing Co. and many others, there’s a lot happening across this segment.
*Note: this isn’t true for everyone, as an August 2023 article in The New York Times revealed that more than 25% of adults 30-50 binge drink, according to a recent study funded by the National Institute of Health.
Technological Advancements
In the past, NoLo beverages have suffered from an organoleptic standpoint and some of the market growth can be attributed to advancements in beverage processing. To get a better idea of the technical improvements, let’s take a look at beer:
Breweries are beginning to introduce techniques that allow them to create better tasting products, with one methodology relying on particular yeast strains. Negative yeast strains such as Hanseniaspora uvarum and Saccharomyces cerevisiae, do not assimilate maltose but still assimilate simple sugars (glucose, fructose, and sucrose). Because most of the ethanol in beer is derived from maltose, these yeasts will lead to a low-abv <0.5% product. In short, this allows the beer to maintain the unique and complex flavors that are present in traditional beers.
Why this matters: Over the next decade, the global non-alcoholic beer market is projected to grow from $22 billion to $40 billion in the US.²
Beyond Mimicry: Crafted Complexity in Flavor
Taking center stage is the art of crafting intricate flavor profiles that stand on their own merits. In the Imbibe lab, Flavorists, Products Developers, and Taste Modulation Specialists have collaborated to combine unique botanicals, traditional and exotic fruits, and indulgent profiles to create sophisticated experiences that captivate the palate.
- Blood Orange Rosemary
- POG – Passion Orange Guava
- Apple Jasmine
- Spiced Peach Tea
- Black Cherry Vanilla
Email marketing@imbibeinc.com to request these flavors
Non-Intoxicating Ingredients
The approach that brands have made when entering the market has varied, with some utilizing unique active ingredients to draw consumers who desire some sort of physiological stimulation. To replace the buzz of alcohol they integrate Adaptogens, Nootropics, and other herbal extracts that transform these beverages into more than just refreshments. While the clinical benefits of many of these ingredients remain unproven, we are seeing growth in the use of these ingredients in both Alcoholish and other categories.
Market Activity:
- Impossibrew: Contains a blend of nootropics consisting of L-theanine and 5-HTP. Both ingredients are said to promote relaxation and stress-relief.
- Blurred Vines: Contains L-theanine, NALT, and L-histidine as well as adaptogenic Californian poppy and clary sage.
- Sentia: Contains a plethora of botanical extracts including magnolia bark, schisandra, gotu kola, and ginkgo.
- Noot: This product uses Nootropics to enhance relaxation and give an uplifting cognitive effect.
As ingredient suppliers, flavor artisans, and visionary product developers, Imbibe’s vantage point allows us to decipher the nuanced preferences of a mindful consumer base. Whether you opt to play in the traditional alcohol or Alcoholish space, we have on-trend and everyday flavors, including many TTB certified flavors, and other ingredient solutions ready to give your products their intended impact. Get great-tasting, stable, and differentiated products to market, fast by emailing marketing@imbibeinc.com OR:
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1. IWSR
2. GMI Insights
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