No/low alcohol in high demand
Irish consumers are embracing no/low alcohol drinks for health and lifestyle reasons, with brands offering sophisticated, flavourful alternatives, ShelfLife reports
Print22 October 2025
The no/low (NoLo) alcohol trend is firmly established in 2025, with Irish consumers embracing alcohol alternatives as part of a more balanced lifestyle. Whether it’s for health, mindfulness, or simply a change of pace, demand continues to rise across all age groups. Brewers and drinks brands have responded with increasingly sophisticated options that rival their alcoholic counterparts in both flavour and experience.
Brewers and drinks brands have responded with a new generation of sophisticated options that rival their alcoholic counterparts in both flavour and overall experience. Products now feature complex taste profiles, innovative packaging, and premium positioning, appealing to discerning consumers who seek choice without compromise.
Market research from International Wines and Spirits Record (IWSR) Drinks Market Analysis shows that the global no/low alcohol market grew by 7.5% in 2024, with Ireland seeing one of the fastest adoption rates in Europe. Consumers cite health, lifestyle, and social moderation as key drivers behind the shift.
It is clear now the category is no longer a niche segment; it has become mainstream, with bars, restaurants, and retailers expanding their offerings to meet evolving consumer expectations. Brands that innovate while maintaining taste integrity are best positioned to capture this growing market, ensuring that low- and no-alcohol options continue to thrive in Ireland and beyond.
Research reveals moderation is becoming the ‘new normal’ in Irish society
(L-R) Laura Willoughby, co-founder at Club Soda, Ali Dunworth, author, Greg O’Shea, Irish sports & TV star
Since launching Heineken 0.0 in 2018, Heineken Ireland has invested more than €30 million in the alcohol-free category
Irish social life is evolving, and moderation is increasingly at the heart of that evolution. Heineken Ireland today unveiled a new report, Always a Choice: How Socialising is Changing in Ireland, which highlights how attitudes and behaviours around alcohol in this country are shifting, and how the nation is embracing greater freedom of consumption choice.
The new research sheds light on moderation trends in Ireland today:
Acceptance is rising: 80% of adults believe there is more cultural permission to say “I’m drinking less” compared to five years ago.
Moderation is mainstream: Over half (56%) paced themselves at recent social occasions, while nearly a third reported abstaining.
The joy of moderation: 87% said some of their most enjoyable social moments happened while moderating or not drinking at all.
Normalisation: Nearly one in three (29%) say that it’s ‘just as good’ as socialising with alcohol – reinforcing how mainstream moderation is becoming.
Stigma remains: 53% admitted drinking when they didn’t want to, while 31% find it difficult to moderate because they feel obliged to explain themselves.
New habits, new opportunities
The study also uncovers the creative ways people are reshaping drinking habits. From “zebra striping” (alternating alcoholic drinks with water or 0.0 options) to speaking up during pub rounds, Irish consumers are finding new ways to make moderation fit seamlessly into their social life. These habits are not just practical, they’re empowering. They help people navigate social pressure and reduce the stigma around choosing not to drink.
Women are more likely to moderate with 0.0 drinks or soft drinks, while men tend to abstain entirely. Younger adults are leading the charge, with 41% of 18–27-year-olds now regularly choosing 0.0 drinks, up 21% year-on-year.
Social occasions matter
Irish adults report that, on average, ‘first dates or romantic settings’ are the least difficult social occasions to moderate alcohol consumption. Big group nights out (39%), weddings and family celebrations (33%), and pub rounds (28%) are the occasions where people find it more of a challenge to moderate.
Since launching Heineken 0.0 in 2018, Heineken Ireland has invested more than €30 million in the alcohol-free category, now holding over 43% market share. Draught systems are available in more than 3,000 outlets nationwide. Michelle Rowley, senior brand manager at Heineken Ireland, highlights that moderation in alcohol consumption is becoming more popular among Irish adults: “The new research shows that this trend is not just temporary, as more people are choosing to drink less and want to continue doing so in various social situations. Heineken Ireland sees potential for further growth in promoting a vibrant social life without compromise. The company aims to build on its leadership in the 0.0 alcohol category and support new cultural norms around moderation, including breaking down the stigma that still surrounds it.”
As part of its research, Heineken Ireland gathered feedback and insights from a wide range of people, including Laura Willoughby MBE, co-founder at Club Soda (a social impact business that exists to help people drink more mindfully and live well) Ali Dunworth, author of A Compendium of Irish Pints: The Culture, Customs and Craic and Greg O’Shea, Irish olympian and sevens rugby star.
“Patterns are definitely changing. People are being more deliberate in how they approach moderating their drinking. Zebra Striping is just one example that’s growing significantly in popularity. People are getting really creative and smart about how they adopt new habits so that they always have a choice,” commented Willoughby.
“Irish rounds are a particular thing; a ritual intrinsically linked to our drinking and pub culture. There are unique rules, peculiarities and complexities. When it comes to moderation, people are becoming more confident in speaking up at the beginning of a round – making sure that people aren’t making presumptions for them,” said Dunworth
“For me, moderation is about balance. It lets me enjoy a night out, still get up for training the next morning, and not feel like I’m missing out on anything,” added O’Shea.
Santa Rita 120: Meeting seasonal demand in the No/Lo alcohol segment
Santa Rita 120 Zero Cabernet Sauvignon
The NoLo category continues to gain momentum across global markets, driven by consumers seeking balance and moderation without compromising on taste or quality. Within this growing segment, Santa Rita’s 120 brand stands out as an established and trusted choice, offering both 120 Zero Sauvignon Blanc and 120 Zero Cabernet Sauvignon, alongside its classic Pinot Grigio and Merlot.
The Santa Rita 120 Zero Sauvignon Blanc demonstrates how innovation in dealcoholisation can preserve varietal character. Bright citrus and tropical fruit notes, along with a crisp finish, make it an excellent choice for consumers looking to moderate alcohol intake and it is particularly appealing as a festive aperitif.
Its red counterpart, the 120 Zero Cabernet Sauvignon, combines ripe berry fruit, gentle tannins, and smooth balance, delivering the depth and authenticity consumers expect from a Cabernet Sauvignon, without the alcohol. Together, these wines offer retailers and the on-trade a compelling opportunity to engage with the expanding NoLo audience.
As households prepare for the Christmas season, demand for inclusivity and variety at the table grows. NoLo wines enable hosts to cater for all tastes while allowing retailers to capture incremental sales during a key trading period.
Beyond the Zero % range, the wider 120 portfolio continues to perform strongly. The 120 Pinot Grigio offers a versatile, refreshing white suited to festive gatherings, while the 120 Merlot provides a soft, fruit-forward red that pairs beautifully with traditional Christmas roasts.
With the NoLo category forecast to sustain double-digit growth, Santa Rita 120 combines brand heritage, quality, and innovation—positioning it as both an everyday favourite and a seasonal leader in the evolving No/Lo alcohol space.
Shaker & Co. ‘redefining’ the zero-alcohol experience
Ireland west distillery Shaker & Co 0.0 G&T
Shaker & Co. is ‘redefining’ the zero-alcohol experience with a new range of premium G&T pre-mixes in sleek 250ml slim cans. Crafted by Ireland West Distillery, Shaker & Co. make their gin “the old-school way,” using traditional steam distillation methods to capture the best of the botanicals. These include juniper, cardamom, coriander and citrus.
Shaker & Co. creates its own tonic water from carefully sourced Mediterranean ingredients — with no artificial sweeteners or flavourings. At just 2.4% sugar and only 26 calories per can, it’s a crisp, refreshing choice for every social moment, in convenient 250ml slim cans.
The launch collection features four standout flavours: The Classic, Lemon, Blood Orange, and Berry Pink.
With the rapid growth of the no- and low-alcohol movement, Shaker & Co. offers consumers exactly what they’ve been waiting for: great-tasting, stylish, and sophisticated alcohol-free G&Ts in a convenient 250ml RTD format, perfect for surging consumer demand.
Distributors: Barry & Fitzwilliam
Kylie Minogue Wines zero alcohol, 100% ‘Magic’
Kylie Minogue holding a bottle of Kylie 0% Alcohol Sparkling Blanc
Kylie Minogue with her Alcohol-Free Sparkling Rosé
Kylie Minogue continues to lead and innovate the wine industry with her and Sparkling Rosé, contributing to more than half of the entire growth of the Zero Alcohol Sparkling category in the UK alone. Kylie Minogue Sparkling Blanc will hit the shelves later this year*.
In December 2022, Kylie Minogue Wines launched its first 0% alcohol Sparkling Rosé in The UK and Ireland, with flavours and acidic balance mirroring that found in wine. Through a blend of Organic European grapes and green tea selected from the Liu-Mountains of Yunnan province in China, Kylie Minogue Wines’ 0% alcohol production process provides maximum development of wine attributes without generating any alcohol. The careful selection of ingredients is reflected in the extraction process of the tea, with one bud and two leaves individually hand-plucked at a time. Brewed into a strong infusion and added to the grape ferment, the result is an additional mouthfeel and finish, rounded off with dried tannins to present a complex and finely balanced Sparkling Rosé, minus the alcohol.
Commenting, Kylie, said: “Wine is such a historic part of our gatherings and celebrations, romantic evenings and after-work winddowns. I talk about this a lot with all my wines and is part of why I wanted to start this venture – the ‘experience’ of wine. The importance of the moment, whether it is for yourself or sharing it with others, can still be cherished with a non-alcoholic wine. Our 0% tastes like the wine you may be accustomed to but without the calories you would expect. The colour is gorgeous, the bubbles shimmer away in a champagne glass and it’s delicious. It still feels utterly celebratory.”
Kylie Minogue Wines’ Alcohol-Free Sparkling Rosé contains just 22 calories per 100ml which is around 80 less calories per glass than a standard glass of prosecco**, making it a delicious, lighter alternative. Distributed by Barry & Fitzwilliam.
‘Kylie 0% Alcohol Sparkling Blanc is an elegant non-alcoholic Sparkling with delicate notes of jasmine and a refined finish, offering a sophisticated and refreshing experience for any occasion.
Produced with premium European grapes and hand-picked green tea from the Liu-Da Mountains of Yunnan. The innovative fermentation method reduces sugars by up to 30%, generates no alcohol yet delivers all the subtle flavours and characteristics of a traditionally fermented wine.’
*(Source: Nielsen EPOS Total Grocery Mults 52Wks to 18 May 2024)
** (Source: DrinkAware.co.uk 125ml glass of 12% ABV Prosecco contains around 108 calories).
All of the flavour, none of the alcohol
BrewDog Alcohol-Free Mixed Pack
BrewDog alcohol-free beers range
BrewDog is on a mission to prove that alcohol-free does not equate to taste free. They’ve taken alcohol free to the next level. Without compromising on quality, they’ve dialled down the alcohol, not the flavour. These re-engineered beers deliver everything you’d expect from their range, quality, drinkability and a craft flair.
While their one-off and seasonal brews come and go, their Headliners will dependably be on tap all year round, giving you everything from lager, pales, grapefruit infused IPAs and stouts whenever you need them most.
Introducing the Alcohol-Free Mixed Pack – the first of its kind has landed in the market. Including the alcohol-free version, of all BrewDog’s headliners – Punk AF, Hazy AF, Elvis AF and the first time we have seen it – Wingman AF. Because a good wingman won’t let you have a hangover. All the altitude of our Maverick Session IPA Wingman, with none of the alcohol. Fly steady. Land safely. Make it to work tomorrow.
No-alcohol just got Punked up. And Punk AF lives up to its billing. All the attitude, all the flavour of Punk IPA but none of the alcohol. Say hello to the ‘Punkest’ alcohol free beer in town. Juicy tropical fruit mixes it up with grassy and pine notes. All sitting on a solid malt baseline. Full flavour, no alcohol, all Punk. Punk AF – Punked up alcohol free beer.
Hazy AF is a full tilt fruit machine. All the attitude, all the flavour but none of the alcohol. Say hello to the juiciest alcohol-free beer in town. Tropical fruits and grassy notes mix it up. Oats and wheat unite for a smoother ride. Full flavour, no alcohol, all out New England. Hazy AF – The crushable crush
Elvis AF – it’s Elvis Juice, but the alcohol has left the building. It’s fruity, it’s citrusy, its alcohol free! The King of AF beers is here to give you all the showmanship with none of the alcohol. Grapefruit, orange, pine and citrus hits the perfect notes while supported by a solid malt baseline. Rock up to the bar and be able to roll out of bed the next day. Great beer that won’t leave you feeling all shook up.
For when you want a good tasting beer… but none of the booze. No corners cut; no time saved. They’ve dialled down the alcohol, not the beer.
BrewDog is proudly distributed by Barry & Fitzwilliam.
FLUÈRE unveils innovative non-alcoholic gins in Ireland
FLUÈRE Original blend
FLUÈRE Raspberry
FLUÈRE, a pioneer in the non-alcoholic spirits industry, is thrilled to present FLUÈRE Original blend & FLUÈRE Raspberry. Designed to meet the surging demand for premium non-alcoholic options, FLUÈRE Original blend & FLUÈRE Raspberry is a nod to the timeless appeal of classic cocktails, offering a rich tapestry of flavours derived from a handpicked assortment of botanicals and natural essences. Its exceptional quality has been recognized with the prestigious Luxury Awards and Spirits Business Low & No Masters.
FLUÈRE Original blend & FLUÈRE Raspberry provide an excellent base for sophisticated non-alcoholic cocktails, like a non-alcoholic Basil Smash, Gimlet, Dry Martini, Raspberry Collins or the well-known easy to make Gin & Tonic. Just add 50 ml FLUÈRE Original or Raspberry in a glass filled with ice. Top with 100 ml tonic water. Garnish with a sprig of Rosemary and enjoy.
FLUÈRE Original blend and Raspberry are now available in Ireland.
About FLUÈRE
FLUÈRE is a leading non-alcoholic spirit brand made with the same complex distilling techniques used for spirits and high-end perfume houses. Fluère’s range comprises five products, each in a stunning bottle design: Original, Spiced Cane, Raspberry, Smoked Agave and the Bitter apéritif. Available in over 20 countries, including Europe and the US. The no- and lower-alcohol market is a rapidly growing category: health consciousness and mindful drinking continue to be on the rise. Using Fluère as an accelerator, it is our vision to create one integrated cocktail menu in the bar scene that offers a wide range of options to consumers when it comes to alcohol intake. Consumers should be able to choose a cocktail at its original strength, but also a lower- or no-alcohol variant, depending on their desire and the occasion.
FLUÈRE is Proudly distributed by Barry & Fitzwilliam.
A true trailblazer
McGuigan Zero Shiraz and Sauvignon Blanc
McGuigan Zero range selection
Delivering an unrivalled taste with zero alcohol, McGuigan Wines ‘pledges to make great quality wine accessible to everyone around the world for every occasion’. The company has subsequently been named IWSC International Winemaker of the Year a record breaking four times and its commitment to alcohol-free wines is no different.
McGuigan Zero is a trailblazer in its category. The range offers an unparalleled alcohol-free experience both on the nose and palate, launching with Shiraz, Chardonnay, Rosé and Sauvignon Blanc. It is created using state-of-the-art spinning cone technology. By drawing the wine into super fine layers for efficient vaporisation, alcohol may be removed at lower temperatures than ever before, thus resulting in a truly beautiful tasting product. The fruit has been sourced and selected specially for McGuigan Zero from premium vineyards in Southeastern Australia.
The quality of the fruit and its adaptability to the alcohol removal process ensures that customers are drinking the best possible alcohol-free wines.
McGuigan Wines, Ireland’s ‘number one’ Australian wine brand, is distributed by Barry & Fitzwilliam.
Fierce Mild Wins ‘The Pitch 2025’ – one of Ireland’s ‘most high-profile’ entrepreneurial competitions
Fierce Mild, Ireland’s first pure-play non-alcoholic brewery, has been named the winner of ‘The Pitch 2025’, one of Ireland’s most high-profile entrepreneurial competitions, run by IMAGE Media in partnership with Samsung. The prize package, valued at €150,000, includes media, mentoring and technology support to accelerate the growth of Ireland’s most ambitious startups. This national recognition caps a breakthrough year for Fierce Mild, also winning the inaugural Love Irish Food & Sky Media ‘Taste of TV’ Fund in 2025, earning a €50,000 national TV campaign, as well as securing a place with Food Works 2025 (accelerator program by Bord Bia, Enterprise Ireland and Teagasc for high potential, globally scalable food and drink start-ups), winning the only gold medal in the low/no alcohol category at the 2025 Irish Quality Food and Drink awards and named a finalist in the Blas na hÉireann Food & Drink Awards (results announced October 2025).
“Winning ‘The Pitch’ is a huge moment for us,” said Fergal Carroll of Fierce Mild. “For too long, non-alcoholic beer has meant settling for less. Fierce Mild proves you don’t have to. Recognition like this, alongside Taste of TV and our participation in Food Works, shows that Ireland is ready for an independent, flavour-first alternative in a category dominated by global giants.” Fierce Mild has grown rapidly since launching its flagship extra pale ale Fierce Mild Non-Alco in 2024.
The brand has sold more than 200,000 bottles and is available in 250+ venues nationwide. Unlike most multinational competitors, who brew regular beer and then strip out the alcohol (taking flavour with it), Fierce Mild is brewed differently from the start. Using a specialised yeast that naturally limits fermentation, the brewery produces non-alcoholic beer that retains full flavour and character – with no compromise.
The wider non-alcoholic beer market is also on the rise. According to the latest Drinks Ireland / IBEC Beer Market Report, sales of non-alcoholic beer in Ireland grew 25% in 2024, making it one of the fastest-growing segments in drinks.
With support from The Pitch — including a tailored suite of Samsung technology, a bespoke media and marketing campaign with IMAGE Media, and invaluable mentorship from leading entrepreneurs Bobby Kerr and Áine Kerr — Fierce Mild plans give people of Ireland more choice when it comes to non-alcoholic beer.
About Fierce Mild
Founded in 2022 by childhood friends and brothers-in-law Fergal Carroll and Cathal Byrne, Fierce Mild is Ireland’s first pure-play non-alcoholic brewery. Using premium, locally sourced, natural ingredients and a unique brewing process that preserves full flavour. Fierce Mild is redefining what non-alcoholic beer can be. ‘Proudly independent, proudly Irish’, and uncompromising on taste. Website: www.fiercemild.co Instagram: @_fiercemild
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