March 2022 by Emily Nicholls. From the Institute of Alcohol Studies (IAS).
This report examines how No and Low Alcohol (NoLo) beverages are marketed and promoted in the UK and explores how and why consumers drink them. Whilst a more nuanced understanding of the expanding NoLo market and changes in drinking practices is important for policy and public health debates, this topic remains under-researched. The report adds to the evidence base on NoLo consumption in the UK through interviews with drinkers and non- drinkers alongside an examination of marketing and social media outputs for two popular NoLo drinks (Heineken 0.0 and Seedlip).
How did they do it?
By investigating the latest campaigns and marketing materials of two prominent NoLo brands (Heineken 0.0.and Deedlip spirits) researchers conducted semi-structured interviews with 15 drinkers and non-drinkers who consume NoLos.
What did they find?
NoLo marketing uses:
- addition marketing, encouraging people to drink NoLos on top of usual consumption
- stealth marketing, promoting the brand as a whole
NoLo campaigns also:
- reinforce stereotypes around gender and drinking
- continue to position drinking as the norm
- make health claims or associations confusing for the consumer