The alcohol-free market is constantly evolving and finding new consumers. Whether through alcohol-free beers, partially or totally alcohol-free wines, or alcohol-free spirits, the major brands continue to develop on this very promising market.
The major players in the sector are therefore competing with each other in terms of innovation in order to offer consumers alcohol-free alternatives.
Diageo, one of the largest groups on the spirits market (Smirnoff, Guiness, J&B, etc) is particularly active. According to CNBC, CEO Ivan Menezes stated that Diageo will take into account the new consumer habits of "better, not more" drinking. To this end, the group has decided to increase the number of alcohol-free references within its product range. Diageo acquired a majority shareholding last year in London-based non-alcoholic spirits manufacturer Seedlip. The group also launched last month the 0.0 version of its famous Irish beer Guiness.
Equally active in this boiling market, AB InBev, the world's largest brewer, which produces 30% of the world's beers (Leffe, Jupiler, Hoegaarden). The group is already well ahead of the game with many alcohol-free alternatives. The Drinks Business was able to interview Laura Diamond, head of consumer strategy in Europe. Over the next five years, AB InBev would like alcohol-free references to account for 25% of its total production. According to Laura Diamond, non-alcoholic beers, especially Leffe, have been the driving force behind strong growth in the French market.
Finally, in France, the merchant Gratien et Meyer, the French subsidiary of Henkell and Freixenet (the world's leading sparkling wine producer), will launch a new alcohol-free sparkling wine in January. The Festillant alcohol-free wine will be the group's first new product in 2021. Distributed in the form of a "coaching" box for Dry January, the 6 bottles will be accompanied by congratulatory cards or recipes for alcohol-free cocktails. The trader intends to show that non-alcoholic wine is not "reserved for pregnant women and people under medical treatment (...) but also for consumers who make the choice".
The major manufacturers have clearly understood that the non-alcoholic drinks market has become a priority for the growth and innovation of their brands.