Low to No – how to make this latest drinks trend work for your business

Imbibe Live fields expert speakers to help operators get a profitable handle on the Low and No drinks to stock now

Low and No ABV alcohol sales are booming as consumers look for ways to enjoy a tipple without the hangover or maxing their recommended units limit. Market analysts Nielsen estimated last year that No/Low alcohol beer sales hit more than £40m – a rise of nearly 30%[1], while No/Low wine sales were at a similar level.

To help operators understand how to grow their sales in this burgeoning market, Imbibe Live, the UK’s leading on-trade drinks event, will welcome the industry’s foremost experts to shed a light on how to maximise No/Low alcohol sales and capitalise on a growing consumer segment favouring Low and No alternatives.

Attendees are invited to step into The Tasting Room to hear Pernod Ricard UK’s head of brand engagement & advocacy, Daniel I’Anson’s session How to Capture the No/Low Opportunity in Your Bar. Daniel explains how No/Low ABV alcohol doesn’t have to lead to unsatisfactory compromises. He will also lead a tasting of top cocktails ranging from 10% abv to zero.

Also, in The Tasting Room, on day two, journalist and BBC Saturday Kitchen presenter Jane Parkinson takes the floor for Naught to Ten: No and Low ABV Wines in the Fast Lane curating an insightful masterclass and tasting of No/Low alcohol specifically aimed at health-conscious consumers.

The beer and cider category is witnessing an explosive No/Low revolution buoyed by advances in technology, coupled with rising consumer demand. Brewer Adnams is responsible for one of the game-changers, Ghost Ship 0.5%. Attending on-trade professionals can hear all about the brand’s inception from its creator, master brewer Fergus Fitzgerald, in conversation with beer visionary, R&R’s Rupert Ponsonby, in the Beer & Cider Hub while you can taste some of the market leading brews at From Nothing to Everything.

Imbibe Live is celebrating 10 years at the forefront of on-trade trends. It features a stellar line-up of experts selected from across the hospitality industry, each offering invaluable insight into maximising sales and tapping into what is influencing consumer choices now and set to drive sales in the future. Visitors also have the chance to take advantage of unique interactive experiences and delectable tastings across both days of the show.

Amongst the No/Low ABV alcohol brands exhibiting at this year’s show are Borrago, a natural steam distilled botanical, versatile, non-alcoholic spirit that is equally at home as a simple Borrago and tonic or at the heart of a great cocktail, like a classic Bergroni. STRUKK will launch three new creations – Not Vodka, Not Gin and Not Rum, designed for partygoers who love to go out but still get up and go in the morning, including those on vegan / gluten free diets. Everleaf, will demonstrate how it combines 18 carefully chosen botanicals including two of the world’s most expensive spices – vanilla from Madagascar and hand-picked saffron from Spain, as well as unusual and exotic botanicals such as vetiver, orris and voodoo lily.  While, Sea Arch, made on the UK’s south coast, offers all the taste of gin but with the alcohol ‘gently’ removed. Other brands set to feature on the show floor include Beyond Alcohol, Ceders and Lyres.

For further information and to register to attend, visit https://live.imbibe.com/.


[1] https://www.nielsen.com/uk/en/insights/news/2018/rise-of-no-and-low-alcohol.html

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