We tend to talk about the same market when we talk about the market for non-alcoholic or low-alcohol wines, beers, and spirits. The shortcut "nolow alcohol" or "nolo" in French version is increasingly used to evoke this new consumer trend.
However, it would be inaccurate to think that these products are aimed at the same target and should all follow the same marketing rules.
Indeed, on the one hand, the free alcoholic beverages respond first to consumers that cannot or does not want to drink alcohol for different reasons (health, religion, lifestyle, taste ...). These consumers will be very attentive to the fact that drinks contain 0.0% alcohol and are especially looking for new products to drink in convivial moments to get out of fruit juice or soda with too childish connotation and sometimes with a sugar content too high for them.
In parallel with this target, we observe that many consumers (in France as well as abroad) want to reduce their alcohol consumption. These consumers are not restricted on their ability to drink alcohol or not, but in a healthier consumption trend, they want to reduce alcoholic beverages in their habits. For this target, there is no need to be on 0.0% and the LOW alcohol drinks will be a way to meet their expectations. The example of the success of hard seltzers in the United States (which we see timidly arriving in France for 2 years.) describes well the type of products sought by these consumers.
For this target who already knows the world of wine and beer, it is important to be able to offer them products reminiscent of the original product that they will be able to enjoy in moments of sharing as they previously enjoyed their glass of wine or their cocktail.
In terms of profile, these consumers will mainly be women aged 25-39 and young people aged 18-24, still followers of a certain way of life but in a healthier and more responsible way.
Nevertheless, we should not caricature, and this second target may also be interested in NO ALCOHOL products!
In conclusion, there are 2 main types of consumers in this NO-LOW market who will have slightly different expectations.
It is these expectations that we seek to meet at B&S Tech by constantly continuing to improve the quality of products through innovation and research!