"no-lows" wines, spirits and beer on the rise : they will hold a 4% market share in the beverage market by 2027

March 13th 2024

In 2023, the global market for non-alcoholic and low-alcohol beverages experienced a notable uptick, with sales increasing by 5% across the top 10 markets, as reported by the International Wine and Spirits Research (IWSR). These key markets include Australia, Brazil, Canada, France, Germany, Japan, Spain, South Africa, the United Kingdom, and the United States, collectively representing around 70% of global consumption in this category.


This growth trajectory is anticipated to persist from 2023 to 2027, albeit at a slightly slower pace compared to the preceding years. Projections indicate an annual compound growth rate of 7% for non-alcoholic beverages, a modest decline from the 8% growth witnessed during the 2019-2023 period. Low-alcohol beverages are also expected to experience growth, albeit at a more modest rate of 3%.


By 2027, it is forecasted that the no-low category will capture a 4% market share within these 10 prominent markets. One significant trend driving this surge is the appeal of no-low beverages to younger consumers, with 17% of non-alcoholic beverage drinkers in 2023 being new to the category.


Non-alcoholic beverages, which predominantly include beers and ciders, constitute a significant portion of the overall volume within the no-low category, accounting for 66% of the total volume. This underscores the increasing popularity and diversity within the non-alcoholic and low-alcohol beverage market, reflecting evolving consumer preferences and lifestyle choices.