Celebrating without overindulging, staying connected and convivial while keeping clarity in focus — this is the modern mindset. In France, the shift is clear: 61% of adults now report not drinking alcohol weekly, up from just 37% in 2017. Young people are leading the charge, accounting for nearly 40% of all no/low beverage consumers. Dry January is a case in point: launched in the UK in 2013, it's now a mainstay in France too, with over 5 million participants in 2024.
A SCENE IN MOTION
While the no/low wave began with beer and wine, it's within the world of spirits that the change is most pronounced. Non-alcoholic gins, botanical distillations, bespoke cocktails — the codes are shifting, and so are the rituals. Think mocktail bars, specialty bottle shops, even the rise of the "sobrelier." In 2022, the global market for no/low drinks surpassed $11 billion and is expected to grow by 7% annually through 2026. At Pernod Ricard, the portfolio now includes Ceder's, Seagram's 0.0%, Beefeater 0.0%, and most recently Almave, an alcohol-free blue agave spirit co-developed with Lewis Hamilton.
THE SOPHISTICATED SIDE OF SOBRIETY
In fall 2024, Moët Hennessy — the LVMH powerhouse — entered the alcohol-free space by acquiring a roughly 30% stake in French Bloom. Founded by Constance Jablonski and Maggie Frerejean-Taittinger, French Bloom crafts organic Chardonnay-based sparkling wines, created with the expertise of Rodolphe Frerejean-Taittinger, CEO of Frerejean Frères Champagne. Sleek lines, delicate bubbles, a compelling narrative — this is modern hedonism, reframed. In this new playground of creativity, moderation is less about restriction and more about discovering a different kind of high: one rooted in flavour, pleasure, and style.
Trend — No/Low: From Lifestyle Choice to Market Force
The meteoric rise of the no/low movement in the spirits world
"Who cares about the bottle, as long as there's a buzz?" That old saying doesn't quite hold up in today's social scene. Enter the meteoric rise of the no/low movement — a new take on sobriety that reimagines pleasure.
By La Rédaction
