Snooper
NOLO gathers pace and space No and low alcohol categories are proliferating in multiple channels and successfully competing for space, but execution remains conflicted, writes Laurie Wespes, CEO and Founder of Snooper. There’s been some movement at the no and
to no alcohol products, such as Melbourne’s
low alcohol (NOLO) category ‘station’ since
Brunswick Aces and the recently opened
Increased range, space and display in the off-premise
we last discussed NOLO beer with National
Dan Murphy’s Zero% craft bar in Hampton.
In the off-premise, perhaps the heartland
Liquor News readers in January last year. But
Seadrift distillery has launched a ‘So-Bar’ in
of NOLO categories, ranging has also
some challenges remain.
the middle of Brookvale’s brewery district on
continued at pace. In the past 12 months
Sydney’s northern beaches.
we have observed the introduction of many
First, the good news
products, for instance, at least six nonalcohol spirits and RTDs, as well as countless
range carried cross-category in the
Range proliferation in non-licensed channels
licensed channels, and new and increasing
Supermarkets are increasing their NOLO
brands including Great Northern, Free
distribution of NOLO categories in
ranges, with Woolworths now numbering
Time, Tinnies, Pirate Life, Brewdog, and
non-licensed channels. In other words,
more than 30 products across beer, wine
Nanny State, and the seemingly unstoppable
more NOLO categories and products are
and spirits. In just one brand example,
Heaps Normal. This is naturally resulting
becoming more readily available.
eleven Naked Life cocktail SKUs were
in higher SKU counts. For instance, our
There has been an increase in both NOLO
non-alcoholic beers from a number of
launched in late 2021 and these are ranged
Snoopers observed that several venues in
Moving into the on-premise
in supermarkets and in 500+ convenience
SA had no NOLO beer offering in December
In 2021, 29 per cent and 20 per cent of surveyed
stores across the country.
2020, but 12 months later had three brands
consumers acknowledged having seen no
The growth of zero alcohol online
or low alcohol beer and no or low alcohol
pureplays has also continued. Alongside
Larger assortments offered and the
spirits respectively when going out. The past
Sans Drinks now sits Craft Zero and
increase in facings means we are seeing
year has seen the launch of bars dedicated
Undrink, among others.
more space devoted to NOLO products.
28 | National Liquor News
and had 11-12 facings in January 2022.
