Remember that Simpsons episode set in Australia where Marge tries to order coffee at an outback pub and the barman just doesn’t compute? We are a nation of cold ones, tinnies and amber sandwiches… or at least, once upon a time. These days Marge might be handed a boozeless menu at one of the many venues that cater to the 0.0% crowd. The question is, does this growing alc-free movement have staying power? Or will it fizzle like a head of Coopers in the sun?
Looks promising
🍹 Because sober is suddenly cool. Millennials and Gen Z are questioning cultural norms around drinking, giving peer pressure the stink eye and redefining how they socialise. 28% of 18-24 year olds abstained from alcohol in 2019, a 19% increase since 2001. A massive 43% of global Gen Zers say they’re not interested in drinking at all.
🍹 Because bars and workplaces are deemphasising alcohol. Sticking to sparkling water at staff knock offs? Power to you. Workplaces are normalizing “dry” events, while traditionally boozy venues such as bars and clubs are curating alc-free menus by popular demand.
🍹 Because alc-free drinks are getting better and better. Like the gluten free products of yesteryear, early iterations of 0.0% drinks could be hit and miss. But practice makes palatable, and alternative drinks are now so good they’re becoming normal, not niche.
🍹 Because healthy > hangovers. As we find ourselves repeating every newsletter, health is one of the top values of modern consumers, and poor old alcohol is losing out to adaptogenic sodas and sunrise yoga.
🍹 Because it’s Dry July! We know it’s just one month, but this classic Aussie challenge has now been running for nearly two decades and is raising the profile of sobriety each and every year. (Alc-free drink sales will soar this month FYI.)
The numbers stack up
🍾 The Australian non-alcoholic beverages market reached USD 27.21 billion in 2024 and is projected to grow to USD 47.81 billion by 2033, reflecting a compound annual growth rate (CAGR) of 5.8% over the period. [source]
🍾 Non-alcoholic beer is a standout performer, accounting for 45% of total non-alcoholic beverage sales in Australia and representing about 10% of all beer sales. Sales volumes are expected to nearly double by 2028, from 150 million litres to 300 million litres.
But there are some speed bumps
🍺 Alc-free alternatives can be seen as too expensive, especially compared to soft drinks.
🍺 Because alcohol is a natural preservative, alc-free drinks often have a shorter shelf life and other supply chain considerations.
🍺 Perception and reception of alc-free drinks – who drinks them, when to serve them, and how tasty they are – still has a long way to go in certain demographics.
Drive-thru conclusion
💡 All signs point to a serious and sustained cultural shift. Suddenly grog isn’t the center of every social engagement, and with blossoming values around health and sobriety, we reckon alc-free drinks are here to stay.
NON is a phenomenal Melbourne brand that is single handedly rewriting the story of “alternative” drinks. Their approach? Don’t even bother defining yourself by what you aren’t. Be a genre-bending elixir that beckons flavour connoisseurs to come hither. NON1 Salted Raspberry & Chamomile is our pick. Find it in our catalogue.
👉🏻What’s your take on alt drinks? Genius, or will you stick to gin?