Show Me: Beyond booze

01: Volume Control

At its core, the shift towards no and low is a search for control. As drinkers become increasingly conversant in ABV, brands are turning it into a marketing tool; it won't be long before consumers will be able to choose the exact ABV of every drink.

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02: Drink Your Feelings

Even when they’re not drinking, consumers still want to feel fun, loose and confident. Nootropics, adaptogens and GABA-enhancers give the mood-altering effects of alcohol without the health implications. Next come drinks that taste of “nostalgia” or “the first snow of winter”.

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03: Eau Naturelle

As people push back against a hyper-manufactured, ultra-processed life, herbalism and naturopathy are finding new audiences. NoLo brands are reviving ancient remedies like shrubs, Jamu and Kava. Soon, visiting a bar will feel like stepping into a portal to an ancient apothecary.

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04: Gilded Pours

Once the stalwart of sodas and cheap lager, cans are getting a makeover. NoLo is embracing luxury with experimental liquids, heritage design codes and 75cl sparkling teas built for the dinner table. It won’t be long before zero-proof spirits turn up in club bottle service.

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05: Dropping In

We are well and truly in the age of enhancement, and the gap between health supplements and NoLo is shrinking. From cocktail teabags to gin drops, expect portable, low-calorie formats that deliver flavour and function without ethanol’s limits.

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