NoLos - Improving or worsening alcohol related harm

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NOLOS - IMPROVING OR WORSENING ALCOHOL RELATED HARM? THE CHALLENGE

The NoLo (no and low alcohol) drinks market is growing.

But evidence around whether this expanding market is a good thing, or could help improve public health, is very limited.

Alongside this, the UK government is exploring the role that NoLos might play in improving public health, pledging to work alongside the alcohol industry to increase NoLo availability by 2025.

Emily Nicholls from the University of York, funded by the Institute of Alcohol Studies, set out to investigate how NoLo drinks are marketed and consumed in the UK.

THE RESEARCH The research investigated the latest campaigns and marketing materials of two prominent NoLo brands: Heinken 0.0 and Seedlip spirits; and conducted semi-structured interviews with 15 drinkers and non-drinkers who consume NoLos.

NoLo marketing uses problematic strategies, including: • addition marketing encouraging people to drink NoLos on top of - not instead of - usual consumption; • stealth marketing, or promoting the alcohol brand as a whole.

NoLo campaigns also: • reinforce stereotypes around gender and drinking • continue to position drinking as the norm • make health claims or associations that may be confusing for consumers.


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