Less is more: How low alcohol brands are targeting their Gen Z consumers

April 6, 2023 Written by Ember Lamas and Lucy Knowles

Tags: communications marketing Media PR social media

Dry January may be over, but giving up alcohol definitely hasn’t gone out of style. Since the mid-2000s, alcohol consumption has been on the decline – especially among young people. With more and more of Gen Z choosing to abstain from alcohol, the demand for non-alcoholic drinks has skyrocketed, and the ‘no and low’ sector has boomed. But how exactly have zero-percent brands made their mark? We thought it was time to take a deeper dive into the market and break down the marketing techniques these beverages have used to build their brands – giving ‘zero percent’ a whole new look. 

Debunking the cliches and playing into the humour of it  

Non-alcoholic beer favourite Lucky Saints’ disruptive out-of-home campaign debunks the cliché that non-alcoholic drinks can’t be marketed in an exciting way. By switching up familiar religious phrases to versions like ‘lead me not into temptation’ and ‘thou shalt not, not drink’, Lucky Saint is distinguishing itself as the beer of choice. And it just so happens that it is non-alcoholic. With the use of engaging language, distinctive shots by Rankin and advertising just like other brands in the alcohol market, Lucky Saint is normalising alcohol-free beer amongst big players in the drinks industry.  

(via The Drum) 

Bringing mindful drink to the festival experience   

‘WTF is a non-alcoholic wine?’ and ‘why is everyone talking about ‘sober curious’?’ are two of the questions alcohol-free discovery platform The New Bar is answering. The New Bar is confident that the demand for alcohol-free alternatives is there and that their GenZ audience know that a good time doesn’t have to include alcohol. How are they proving it? The New bar is the first official non-alcoholic drinks company to partner up with Coachella Valley music festival. With alcohol typically synonymous with the experience of festival-goers, The New Bar is shaking up the conventional drink of choice and attracting GenZs in the process. 

(via The New Bar) 

Being mindful of who you partner with   

Discovering that CBD can be a game-changer for your well-being, award-winning TRIP’s flavoured drinks are CBD-infused and designed ‘to share a bit of calm in the everyday chaos.’ Offering the benefit of being able to unwind like an alcoholic beverage without the hangover, looking after your health is at the forefront of their campaign. TRIP has partnered with mindfulness experts Calm, by offering their customers a complimentary month’s subscription to the app. A great example of how the drinks and tech industry can work together to make a difference in the wellbeing for their Gen Z consumers. 

(via The Grocer) 

The art of disruptive positioning 

With the aim of targeting eco-conscious Gen Zs, disrupter brand ‘Liquid Death’ is using their sustainable ethos to put a ‘death to plastic’. Playing with what we expect as a consumer from water packaging, the silver metallic can has ‘Liquid Death’ scribed in gothic typography and edgy illustrations, resembling a traditional beer can. Liquid Death customers will feel and look like they are drinking a beer… without the dooming hangxiety the next morning. This stand-out design now has a cult following across social-media and is appealing to a generation who want products that challenge what we are used to. 

(via Ad Age) 

Low alcohol brands have cracked the code – they have made consumers realise that not drinking really isn’t about what you lose, it’s all about what you gain. They are cleverly shining a light on the health benefits, and debunking the myths that alcohol is a necessary part of having fun, whether that be out at a festival or just at home after a long day’s work. And most importantly, they’re doing it in creative ways with an excellent sense of humour.