The demand for alcohol-free alternatives is increasing

However, some of those who choose dry January abstain from alcohol not only in January, but for a lifetime. The improvement in the taste of alcohol-free or low-alcohol beers, wines and spirits, as well as the wider availability, contributed to the dynamic growth of the market. BCG Managing Director Nicol Zhou highlighted that although non-alcoholic beverages currently represent a small share of the overall alcoholic beverage market, it is one of the fastest growing sub-sectors, particularly in Western Europe. According to IWSR’s analysis, the global sales volume of non-alcoholic beverages is expected to grow by 7 percent annually between 2023 and 2027, which means that they will cover about 4 percent of the entire alcohol market, the Index points out. Elfrun von Koeller, managing director and partner at BCG, noted that giving up alcohol is now a year-round phenomenon and not just a January fad. And the “sanely curious” search trend is not just a seasonal trend. The reason behind the popularity of non-alcoholic drinks is that many people not only abstain from alcohol, but also alternate between alcoholic and non-alcoholic drinks in order to reduce their overall consumption.