Contrary to PR and marketing dogma, what draws consumers to no-and-low alcoholic (NOLO) drinks is not health and sobriety but rather taste and innovative flavour experiences.
The research gap
There has been widespread support for NOLO drinks, including by government bodies, based on the assumption that consumers choose them as healthy alternatives.
Based on the same assumption, many brands have positioned their NOLO offering to appeal to drinkers who want to stay sober and healthy, as our own research found.
However, recent studies have shown there is very little evidence to support this view, and that more data is needed on consumer behaviour to create meaningful positioning strategies for NOLO drinks.
To address this research gap, we used Commetric’s blend of AI-powered analytics and human expertise to analyse nearly 10K Reddit posts published in the last six months in discussions around NOLO drinks. We were in for a treat.
NOLOs serve as a social glue
We found that beer emerged as the most frequently talked-about NOLO drink type due to its wide availability and the growing number of non-alcoholic beer options from well-known brands.
Interestingly, consuming NOLO beer was most frequently discussed in the context of events and social gatherings with family and friends, highlighting its role as a social glue that allows participants to partake in social rituals of drinking without consuming alcohol.
This emphasis on social settings suggested that NOLO beer served more to maintain social cohesion and inclusion rather than being primarily chosen for health reasons or as part of diets and sobriety efforts.
And in these social settings, Reddit users focused on NOLO options from well-established brands with a strong reputation in the alcoholic beverage market, like Heineken or Guinness, rather than on newer specialised brands, like Athletic Brewing or Seedlip:
Taste is king
Another interesting finding was that taste and aftertaste were the most widely discussed NOLO product Đ°ttributes, as users prioritised these sensory aspects when choosing beverages that replicate the experience of traditional alcoholic drinks or offer new flavours.
Ingredients and nutrients came second, as fewer users commented on things like calories and carbs, or how consuming less alcohol was part of their lifestyle.
While ESG was not a major focus, packaging and branding played a crucial role in consumer choices, with users preferring clear labelling and appealing designs that distinguish NOLO drinks from their alcoholic counterparts.
Meanwhile, pricing and value were also significant concerns, as consumers generally felt that NOLO beverages should be more affordable, given their lack of alcohol content.
Discerning palates vs flavour explorers
Going deeper into the Reddit data, we distinguished five NOLO consumer personas to understand the motivations, preferences and behaviours of various market segments:
- The discerning palate: This persona dominates the discussions, with many comments focusing on NOLO drinks that closely mimic the taste and experience of alcoholic beverages. This includes a keen interest in the quality and authenticity of flavours.
- The flavour explorer: Unlike the discerning palate, this persona is not focused on NOLO drinks that recreate the taste of real alcohol, but is rather keen on trying new flavours and brands, particularly those that offer unique or innovative takes on traditional beverages.
- The health enthusiast: Choosing NOLO drinks to avoid the health drawbacks associated with alcohol, this persona is interested in beverages that are not only free from alcohol but also made with healthier ingredients.
- The safe socialite: This persona values social interaction and uses NOLO drinks to stay involved in social activities without the effects of alcohol. They often seek bars where NOLO options are served.
- The sobriety advocate: This consumer is either in recovery or supports someone who is, and they choose NOLO drinks as a way to enjoy social situations without compromising sobriety.
It’s interesting to draw the difference between the most prevalent personas for whom taste is paramount – the discerning palate and the flavour explorer.
Based on our analysis, the discerning palate tends to comment on established alcohol brands offering NOLO drinks, such as Heineken, Guinness, Peroni and Moretti because they trust well-known brands to deliver a consistent and authentic experience.
This is illustrated on the map below which shows the links between the personas in the Reddit debate (represented by squares) and the companies with NOLO offerings (represented by circles) that they talked about:
In contrast, the flavour explorer is drawn to new brands specialising in NOLO drinks, like Athletic Brewing, Seedlip, Lucky Saint and Hoplark, as they are eager to explore innovative flavors and unique beverage experiences that these niche brands often offer.
The bottom line
Our analysis revealed that contrary to traditional PR and marketing strategies, the primary drivers for consumers choosing NOLO drinks are taste and innovative flavour experiences, rather than health and sobriety.
This understanding highlights the need for brands to position their NOLO offerings not merely as healthier alternatives but as exciting, high-quality options that cater to a wide range of taste preferences and social experiences.
Established alcohol brands can leverage their strong reputation and trusted flavour profiles to offer NOLO options that provide a seamless transition for their loyal customers, while new specialised brands should emphasise their unique and creative flavour innovations to attract adventurous consumers.
By focusing on the experiential aspects of NOLO beverages, brands can effectively broaden their appeal and engage with a diverse audience seeking both familiarity and novelty in their drink choices.