The power of packaging in the NoLo boom

Laura Willoughby is to unpack the power of packaging in the NoLo drinks revolution at London Packaging Week this October. 

The no and low alcohol (NoLo) drinks category has surged from a passing trend to a defining force in the beverage industry. As consumers, especially younger generations, reconsider their relationship with alcohol, moderation has transformed from a niche behaviour to a mainstream lifestyle choice. According to KAM’s 2024 data, 74% of UK adults are now actively moderating their alcohol consumption, rising to 83% among 18 to 34s, proving this is no longer a passing phase but a fundamental behavioural shift. The driving forces behind this shift are multifaceted, encompassing physical and mental wellness, financial considerations, and the desire for social inclusion. In response, NoLo brands have begun cultivating not just alternatives to alcohol but unique identities, one of the key aspects of which is packaging.

‘Design has become a battleground for differentiation,’ explained Laura Willoughby, founder of Club Soda and an expert in the low and no alcohol movement. ‘In a market that is getting increasingly crowded, packaging is how NoLo brands signal credibility, sophistication, and alignment with evolving values. It is no longer enough to say alcohol free. Consumers expect a product that looks premium, feels sophisticated, and fits into adult social rituals.’

Following the growing momentum of the NoLo drinks category, Laura will delve deeper into the packaging role at London Packaging Week, taking place on 15 and 16 October at Excel London. In her session, ‘Raising the Bar: The Power of Packaging in NoLo Drinks’, she will examine how packaging has become a critical factor in standing out amidst increasing competition. As the NoLo market expands, so does the challenge for brands to communicate sophistication and align with the modern, health conscious consumer. Packaging is no longer just about presenting a product; it is about telling a compelling story that reflects its purpose, lifestyle, and identity. Research indicates that health, wellness, and sustainability are among the top motivations for moderation, particularly among Gen Z and millennials. As a result, packaging needs to immediately convey naturalness, health benefits, and credibility.

 The design challenge faced by NoLo brands is twofold: it must communicate that the product is sophisticated and high quality, while also reflecting the shift in attitudes toward alcohol. Brands are tasked with conveying a message of absence in a way that feels abundant and positive. ‘In a world where health and wellness are driving product development, it is important to communicate the absence of something – in this case, alcohol – without making it feel like a lesser product,’ said Laura. ‘The challenge lies in presenting a product that enhances the consumer's life and still gives them that sense of connection.’

This challenge is especially pertinent in the NoLo space. The alcohol free drinks category is relatively new, and its packaging must convey that it is as worthy of a seat at the table as traditional alcoholic beverages. ‘This is not a dilemma unique to alcohol free drinks,’ Laura added. ‘Other categories, like plant based foods or low calorie products, also face the same challenge: celebrating a product that omits something traditionally central, like animal ingredients or sugar. But in the case of alcohol free drinks, the challenge is not just visual appeal; it is also about overcoming cultural perceptions and establishing social equivalency.’

Indeed, as NoLo drinks carve out their space, packaging plays a crucial role in reshaping social norms and rituals. While traditional alcohol brands can rely on established cues to communicate their identity, NoLo brands must avoid the clinical, almost medicinal aesthetic of conventional soft drinks or wellness supplements. For example, using blue as a dominant colour on labels – commonly associated with medicinal products – can have the opposite effect of what NoLo brands hope to achieve.

To remedy this, many NoLo brands have turned to mimicry, mirroring traditional alcohol formats to ease the transition for consumers. ‘Alcohol free wine bottles look like wine bottles. Alcohol free beers come in cans designed to resemble beer cans. This strategy helps consumers navigate new options using familiar cues,’ she explained. ‘But it is not without limitations, especially when production costs are high.’

Smaller brands face steep production costs because alcohol free drinks require twice as many ingredients, and manufacturing small volumes can be expensive. ‘For small runs, producing alcohol free drinks in formats like 500 ml bottles, which are more aligned with consumption habits and shelf life realities, is challenging,’ Laura added. The added complexity comes from packaging materials that must maintain stability without alcohol's natural preservative properties.

Yet, for brands to succeed in the NoLo space, packaging must transcend traditional alcohol cues. It must align with lifestyle choices such as sustainability, ingredient transparency, and health consciousness, which are increasingly important to today's consumers. As Laura explains, packaging is no longer just about aesthetics. ‘Packaging is about inclusion. NoLo brands must design drinks that can confidently sit beside alcoholic counterparts in bars, homes, and restaurants. These drinks need to appeal to the same consumers who buy organic food, herbal teas, and self-care products.’

As the NoLo category matures, its challenge grows: how does one convey absence (alcohol) while making the product feel abundant, sophisticated, and appealing? Laura explained, ‘The category is evolving. We are shifting from an alcohol free option to a premium, crafted experience. Brands need to ensure their products are sophisticated and enjoyable, so consumers can indulge in social rituals while drinking less or no alcohol at all.’

Packaging design, therefore, plays a significant role in enhancing the consumer's experience. ‘The challenge for brands is to craft drinks that convey sophistication and intent, while staying true to the absence of alcohol,’ Laura said. This trend is exemplified in products like Everleaf, which combines carefully selected botanicals to create a crafted and thoughtfully designed experience for the modern drinker. Everleaf's packaging highlights its sustainability credentials, which are increasingly important to NoLo drinkers.

However, despite the innovation in the sector, it remains clear that much of the on-trade (bars and restaurants) still lags in offering a visible, credible, and varied alcohol free range. Research from Everleaf and Kam indicates that consumers actively seek out NoLo options when they go out, often basing their group decisions on the availability of these choices. In fact, two in three adults who moderate say they research low and no options ahead of time – and 85% of 18 to 24s say non drinkers influence their group’s choice of venue. This shows how packaging and visibility don’t just influence sales – they shape footfall and venue choice. As Laura observed, ‘Consumers are no longer just passively choosing alcohol free options. They are actively researching them and influencing decisions based on what is available. Packaging is a frontline communicator of a brand's values and personality, so it must reflect the modern, health conscious mindset.’

The increasing demand for alcohol free drinks is not just a response to the rising trend of health and wellness, but to broader cultural shifts. Over one in three on-trade visits are now either entirely or partially alcohol free, and 30% of UK adults have recently taken part in activity led socialising in a bar or pub, showing a move away from booze centred social norms. For example, mid strength offerings – products that deliver ‘half the alcohol’ – are gaining popularity, adding another layer of complexity to packaging. These drinks must convey moderation, not dilution, and clearly indicate that they are designed for social enjoyment with reduced alcohol content.

‘It is a subtle distinction,’ said Laura. ‘With mid strength offerings, the challenge is communicating that these are still punchy premium drinks, not diluted versions of the full strength. These products are about moderation, not compromise.’ This makes packaging even more critical, as it must reflect the unique selling points of each product, whether it is alcohol free, mid strength, or even mood enhancing.

As brands strive to create innovative, high quality, and marketable NoLo products, they must navigate outdated regulatory frameworks that complicate their messaging and packaging. ‘There are still strict regulations on language and descriptors for alcohol free products,’ Laura explained. ‘The government has yet to update descriptors like 'low alcohol,' which doesn't reflect what alcohol free is. For example, drinks with 0.5% ABV are classified as 'low alcohol,' even though they contain natural traces of alcohol at similar levels to orange juice. These outdated descriptors limit brands' ability to communicate their products effectively.’

This regulatory challenge is particularly frustrating for smaller brands, who face significant production costs and regulatory hurdles while competing against large corporations entering the NoLo market. Big alcohol brands like Heineken and Gordon's have extended their branding into the NoLo space, using their established identities to signal alcohol free options. Still, this approach can be less successful for smaller, independent players. ‘The problem with big players entering the NoLo space is that they often bring over their traditional, mass market branding strategies,’ Laura noted. ‘It is about finding a new identity for alcohol free drinks, something that resonates with the modern consumer and offers more than just an alcohol free alternative.’

However, the demand for premium NoLo options has led to the rise of brands like Lucky Saint, which has emerged as a leader in the alcohol free beer market. ‘Lucky Saint has been consistent in its packaging and messaging,’ Laura said. ‘The branding exudes a premium feel, and they have grown rapidly. It is one of the biggest alcohol free beers in the country.’

Looking ahead, the NoLo category's potential is vast, with new trends emerging all the time, including mood enhancing drinks and innovative functional beverages. Laura concluded, ‘It is an exciting time for the NoLo space. With consumer expectations shifting, and more people embracing mindful drinking, brands prioritising innovation, sustainability, and authenticity will be best positioned for success.’

As the sector continues to mature, the challenge will be ensuring that packaging reflects the evolving values of today's consumers – quality, sustainability, and a sophisticated drinking experience that includes everyone.

Register for free today for London Packaging Week.