Pandemic resilience of no-alcohol sales lifts industry’s spirits
As more people drink less booze, brands are launching sober alternatives to hard liquor
When Ruari Fairbairns cofounded drinking moderation start-up One Year No Beer five years ago, the range of alcohol-free alternatives was meagre. Now, he says, it is “totally transformed”.
Low- and no-alcohol drinks were gaining ground before the pandemic and despite the stresses of a turbulent year, drinkers have kept buying them. Resilient sales have spurred big-name spirits and aperitif brands such as Gordon’s and Martini to launch sober alternatives. ..