The Bar Journal

The Rise of Low-and-No Alcohol Drinking

Over the past few years, drinking culture has evolved. Low-and-no-alcohol drinking is no longer a new trend, but a firmly established movement reshaping the global spirits landscape. Concepts like mindful drinking, sober curious, and intentional moderation have become mainstream, driven by consumers who want balance rather than abstinence. Crucially, these consumers aren’t just cutting back for health reasons; they are seeking drinks that offer flavour, ritual, and a sense of occasion, just with lower alcohol intensity.

Alongside the broader rise of no-and-low alcohol drinking, several distinct microtrends are shaping the movement’s evolution. Culinary and chef-driven flavours are becoming increasingly influential, with brands borrowing from gastronomy to incorporate savoury ingredients, fermentation techniques, and experimental flavour-building. In the on-trade, bars are shifting towards lower-proof, “sessionable” cocktails, using modifiers, lighter bases, and creative dilution methods to deliver complexity with less alcohol. At the same time, health-driven category crossovers are emerging, where no/low spirits integrate elements like kombucha, tea concentrates, or natural tonics to align with wellness-oriented habits. Consumers are also embracing occasion-based moderation, choosing no-and-low alcohol options for specific moments such as weekday evenings, lunch gatherings, pre-dinner rituals, or professional events, driving demand for products that feel purposeful and perfectly suited to changing social contexts.

Together, these shifts present a meaningful opportunity for premium spirits brands: to meet consumers in a space where flavour, ritual, and experience matter more than alcohol strength.

Moderation as a Consumer Opportunity

Mindful drinking is reshaping how consumers approach spirits. For premium brands, responding to the low-alcohol movement is less about producing lighter products and more about aligning with the evolving values of today’s drinkers. Consumers seeking moderation still expect depth and craftsmanship, favouring drinks intentionally designed for flavour rather than diluted versions of existing spirits. 

Brands that build experiences around ritual, culture and community, such as aperitivo moments, or slow, social drinking, can create more meaningful connections, especially when they remain authentic to their own identity, heritage, and storytelling. Partnerships with the on-trade and lifestyle platforms further strengthen this approach, helping demonstrate that low-ABV options can be just as premium, indulgent, and culturally resonant as traditional spirits.

For brands, this is an opportunity to engage with consumers on values, culture, and taste, rather than simply competing on volume or alcohol strength.

Italicus: Connecting Through Botanical Elegance

Italicus Rosolio di Bergamotto, at 20% ABV, fits naturally into today’s shift toward lower-proof drinking, yet it never positions itself simply as a low-alcohol option. Instead, it connects with consumers through its botanically rich bergamot and citrus profile, offering depth and sophistication while staying true to its Italian heritage and the revived rosolio tradition. By emphasising aperitivo rituals, cultural authenticity, and collaborations with bars and lifestyle partners, Italicus creates premium, mindful drinking moments that blend flavour, story, and intentional enjoyment, showing how a lower-ABV spirit can deliver a truly elevated, sensory-led experience. Italicus provides moments where mindful consumption and premium indulgence intersect, allowing consumers to feel included in a culture of intentional, sophisticated drinking. This allows Italicus to meet mindful drinkers’ expectations without compromising heritage, aligning with consumers who want more than just a lighter drink.

Savoia: Rooted in Italian Elegance

Savoia takes a similar approach with Savoia Orancio and Savoia Americano Rosso. Both containing under 20% ABV, they naturally align with the moderation trend, yet their appeal extends far beyond their lighter profile. Savoia connects with consumers through layered flavours, Savoia Americano Rosso drawn from Marsala wine and ginger while Savoia Orancio from bitter orange, and heritage-driven storytelling rooted in vermouth tradition and Italian history. Its vegan-friendly, ethically minded ingredients resonate strongly with wellness-focused drinkers, while curated aperitivo moments, educational content, and bar partnerships demonstrate how low-ABV can remain elevated and culturally authentic. Together, these elements show how Savoia blends craftsmanship, sophistication, and modern values to thrive within the mindful drinking movement.

Lessons for Premium Spirits Brands

Mindful drinking is not a trend to chase, it is an enduring shift in consumer behaviour.

Premium brands like Italicus and Savoia show that the opportunity lies in connecting with consumers on taste, ritual, story, and cultural relevance, rather than alcohol strength.

By blending heritage, craftsmanship, and meaningful storytelling with lower-ABV experiences, brands can build deeper, more authentic relationships with today’s intentional drinkers.