Back

The time of NoLo

Without alcohol, the party is crazier. What was originally just the clever slogan of a beverage company making its case is now becoming a reality. The most surprising thing is that this trend is coming from England, long the land of binge drinking. England now seems to have given way to Denmark, if we believe the director of the film Drunk. So now England has gone soft, between ‘Dry January’ to start the year and ‘NoLo’ to end it. No for ‘No alcohol’ and Lo for ‘Low’, that is a call to moderation: low alcohol by volume. Less but better.

More than a market orientation, this is a sociological evolution that reveals new expectations from consumers. And not only those living across the Channel. Some will view this as another sign of the wellness wave that has been sweeping through society for years, pushing us towards what we think is good for our health. The health crisis hasn’t slowed down the phenomenon. For others, it’s a rise in consumer demands, now driven less by the idea of going wild than by the desire to live a singular experience that people can tell their community about till they run out of steam. It’s like a premiumization of expectations, from which it will be difficult to escape. A behavior that is ultimately the consequence of an expertise acquired over time through exchanges between enthusiasts and professionals on social networks.

The success of NoLo drinks highlights the difficult balance that any brand must find in order to be convincing: between the attractive promise of sensations and a clear conscience based on a healthy consumption. Drinking a non-alcoholic cocktail has long been perceived as a punishment, whether in terms of self-image or of taste. But it has now become the focus of all sorts of experiments and challenges. The ultimate concept these days is called ‘spirit-free,’ and consists in recreating the feelings given by hard spirits using plants, spices and fruit peels. The phenomenon is coming to France and reminds us of the pervading presence of nature in our concerns. When nature allows us to get drunk without harming our health, doesn’t it deserve the name Mother Nature?

Contact us

You may also like