Beverages – the rise of NoLo.

The rise of NoLo Customer demands change all the time with new market trends, and NoLo is no different. As some people start looking for no- and low-alcohol alternatives to their traditional drinks, it is important to understand this gap in the market, argues Peter Campbell of Snowshock, a UK-based slush syrup business.

A NEW MOVE?

Drinking culture in the United Kingdom is well established with over 80% adults claiming to drink alcohol (YouGov data). However, as people aim to improve their physical and psychological well-being, there have been decisive actions to reduce alcohol consumption.

For instance, between 2021 and 2022, there was a rise of 22% in predicted Dry January participants with over 131,000 people taking part in Dry January 2022 (alcoholchange. co.uk data), opening a gap in the market for more NoLo beverages.

NoLo is the conscious drinking trend which focuses on choosing non- or low-alcoholic alternatives. With one in four young people remaining teetotal (according to a Society of Independent Brewers report), and the predicted number of participants for Dry January ever increasing, it is more important than ever to provide good quality alcohol alternatives.

THE NOLO MARKET

When SeedLip broke into the market with their first non-alcoholic spirit in 2015, we saw the creation of the NoLo trend. The first of its type, the company claim a 200% growth annually until 2018. This unexplored territory highlighted a gap in the market which once went unrecognised.

However, in 2018-19, NoLo drinks made up only 0.2% of all alcohol sales, according to alcoholchange.co.uk with under 50% of adults having tried a NoLo drink. Yet, by 2020-21, the market had grown to over £200 million in supermarkets alone according to an International Wine and Spirits Record (IWSR) report. This promises a year on year growth of NoLo consumption. A trend which companies are realising isn’t leaving anytime soon.

In 2021, according to IWSR, the United Kingdom saw over 15% growth in the NoLo drinks market with healthconscious buyers opting for 0-1.2% alcohol choices over the traditional beers, wines, and spirits. Sainsbury’s claimed a reported increase of over 90% in their NoLo drinks sales year on year, with Tesco reporting an increase of over 105%.

The public-focused health movement has caught the attention of many businesses, resulting in a market gap for low- and non-alcoholic beverages to arrive. As more people become sober-curious, it is important for businesses and brands to accommodate this new taste.

HOW BRANDS ARE REACTING

Brands such as Heineken brought out their first no-alcohol alternative to their traditional beer back in 2017. Since then, many other brands have produced their own non- or low-alcohol lines to match their pre-existing alcoholic beverages. Previous alcohol giants have turned to the NoLo trend, producing variations of their classic drinks to suit a larger market of people. With campaigns such as Heineken’s drink driving awareness alongside Formula One, brands are using the NoLo trend to promote not only healthier lifestyle choices, but drink safety.

Some brands create new lines of NoLo creations altogether with canned mocktails rising in popularity. Bars have already tapped into the mocktail revolution, offering slush syrup, for example, and flavours to create alcohol-free replications of their popular cocktail menus.

It is important as a business to offer these alternatives. Not only as a preference for the few but now also as an increasing drink trend. Finding replacements for alcohol flavours, including low-alcohol beers or replica cocktails can see a drive-in sales growth.

The NoLo trend is rising and shows no signs of stopping. The drinks market has opened to a new alcoholfree selection. Not only are people looking for tasteful mocktails, but they also are in search for replications of beloved alcohol-heavy drinks in a new, lighter, and healthier way. Whether people are looking to remove alcohol completely, or cut down on their weekly units, it is important that they are offered high quality products that rival the traditional, alcohol alternatives.

Authentically Italian

Premium Italian beer, Menabrea, ran an authentic and exclusive series of Italian experiences around the UK this summer in the form of Menabrea Midnights ‘after parties’ - the best of Italian culture and the finest birra brought together to help create some memorable evenings ‘with a delicious twist’ in London, Manchester, Glasgow and Bristol.

CELEBRATION

Menabrea brought the Italian latenight tradition of La Spaghettata di Mezzanotte or Midnight Spaghetti to the UK via a collection of up-tempo experiences that brought people up and down the country together to enjoy the simplicity of Italian culture, after hours, with culture vultures able to extend their nights by attending the Menabrea Midnights after parties to understand exactly what midnight spaghetti means.

In Italy, midnight spaghetti is more than a late-night snack - it’s an impromptu celebration of Italian delights, say Menabrea. The concept is a way to enjoy the evening and company, for as long as possible. Beer is poured, ingredients from the kitchen are brought out, and the party comes together to enjoy a delicious meal at midnight.

Giving the Menabrea Midnights tour the Italian seal of approval, well-known chef and restaurateur of Pastaio, Stevie Parle, developed a special Midnight Spaghetti recipe using simple and traditional ingredients such as garlic, chilli and olive oil. The events began with an evening workshop where attendees could learn about how they can recreate their own midnight spaghetti evening at home with friends and loved ones, with guests also getting to sample Menabrea.

“As an award winning Italian birra with 170 plus years of brewing expertise, we are passionate about facilitating authentic Italian experiences through the highest quality food and drink. Italy is integral to the Menabrea brand and Italians always have a special way of doing everything, which is why we can’t wait to launch Menabrea Midnights and bring this unmissable concept to the UK,” said Angus Lawrie, spokesperson at Menabrea.

Chef, restaurateur at Pastaio and Menabrea Midnights partner, Stevie Parle, commented: “I’ve been cooking Italian food professionally since I was 17 and have been obsessed with pasta my whole life. It’s great to be working with Menabrea, as they share my values and always strive to produce the very best and most delicious results, be that in beer or classic Italian cookery.”

Midnight Spaghetti

BY STEVIE PARLE

Serves 4

INGREDIENTS

◆ 400g good quality dried spaghetti ◆ 4 cloves of garlic ◆ 1 Crusco chilli roughly chopped or 1⁄2 tsp mild crushed chilli ◆ 8 salted anchovy fillets ◆ 1⁄2 tsp fennel seeds ◆ 1 large tomato chopped ◆ 1 small bunch of parsley, finely chopped ◆ 4 tbsp coarse breadcrumbs ◆ extra virgin olive oil

METHOD

1. Put a large pan of salted water on to boil. 2. To make the breadcrumbs put two cloves of garlic whole into a small pan with about 75ml olive oil. Cook over a very low heat until the garlic is lightly brown. 3. Remove the garlic and set aside, increase the heat and add the breadcrumbs, fry, stirring constantly until they’re golden brown and crunchy, drain onto a paper towel. 4. Finely chop the remaining garlic and roughly chop the anchovy fillets. Heat a large frying pan and add a generous amount of olive oil (about 50ml). 5. Over a medium-high heat, add the garlic and fry until lightly brown, quickly add the fennel seeds and chilli, and then the anchovies.

Fry for about a minute until the anchovies have melted. 6. Add the tomato to the pan, cook for a couple of minutes and remove from the heat. Add the spaghetti to the boiling water and cook until ‘al dente’ then drain, retaining a little pasta water on the side. Add the pasta to the sauce. 7. Toss the pasta in the sauce, add the parsley and toss more, adjusting the consistency with a little pasta water and olive oil if needed, to create a silky delicious mixture. Taste, adjust and finish with the sprinkle of breadcrumbs.