NoLo alcohol sales on the rise
Print22 October 2026
No- and low-alcohol alcohol drinks have become a mainstream choice for Irish consumers in 2026. More shoppers are looking for alternatives that suit a more balanced lifestyle, whether they are cutting back, taking a break from alcohol or simply looking for more choice. Drinks brands are responding with a growing selection of quality products that deliver on flavour without the alcohol. Alcohol consumption per capita by Irish adults fell once again in 2025, continuing the major downward trend recorded over the past 25 years, recently published figures show. A report, authored by economist Anthony Foley on behalf of the Drinks Industry Group of Ireland (DIGI), shows that average alcohol consumption per adult fell by 2.1% last year to 9.30 litres of pure alcohol (LPA). This marks a drop of more than one third (35.6%) since consumption peaked in 2001. These figures highlight the continued shift towards more responsible and moderate drinking habits among Irish consumers, creating further opportunities for no- and low-alcohol drinks. For retailers, now is the time to capitalise on this growing category and meet rising consumer demand. Over the Counter Fuel NoLo Alcohol Cash & Carry Soup Pantry Staples
Heineken launches Lemon Elderflower and Nectarine Juniper Heineken 0.0
Ireland’s alcohol-free beer market is moving firmly into the mainstream, as more consumers embrace moderation and seek greater choice without compromising on taste. Heineken 0.0 continues to lead this evolution with the launch of two new flavours, Lemon Elderflower and Nectarine Juniper, offering refreshing new options for different occasions. The launch comes as the category continues to build momentum. Non-alcoholic beer sales in Ireland grew by 25% in 2024, yet alcohol-free beer still accounts for just 2.5% of the overall beer market, compared with approximately 14% in Spain. This highlights the significant opportunity for further growth, making the category increasingly important for retailers. Since launching Heineken 0.0 in Ireland in 2018, Heineken Ireland has invested more than €30 million in the alcohol-free category. The new flavours build on that commitment. Crafted with the same premium ingredients as the original, Lemon Elderflower and Nectarine Juniper deliver a crisp, balanced taste with a fruit-forward twist. HEINEKEN’s portfolio also includes Birra Moretti Zero, brewed with the same passion, care and commitment to quality as Birra Moretti. As drinking habits continue to change, moderation is increasingly about freedom of choice rather than compromise. Through its expanding portfolio, continued innovation and investment in moderation campaigns, Heineken Ireland is reinforcing its ‘Always a Choice’ message: giving consumers more ways to enjoy great-tasting beer, with or without alcohol, and helping retailers meet growing demand for alcohol-free options.
Q&A with Brian Malone, Off Trade director, Heineken Ireland
Heineken 0.0 Nectarine Juniper 4 x cans
Q: What inspired Heineken to recently introduce Lemon Elderflower and Nectarine Juniper at this point in the evolution of the alcohol-free category?
A: The alcohol-free category has evolved beyond moderation alone, with consumers increasingly looking for variety, flavour and premium drinking experiences. Our research shows Irish consumers are curious and eager to explore new taste profiles, so we saw an opportunity to bring innovation to the category while staying true to the great taste of Heineken 0.0. These new flavours help broaden occasions for alcohol-free beer, while also stimulating further growth in the sector, and both with just 64 calories per serving.
For Heineken Ireland, it is also a natural extension of our long-term commitment to innovation in moderation. Since launching Heineken 0.0 in Ireland in 2018 and investing more than €30 million in the category, we have focused on giving consumers more choice. These new flavours build on that momentum by offering a fresh, premium twist on the signature Heineken 0.0 taste while staying true to our ambition of making moderation an everyday choice.
Q: How did you arrive at these flavour combinations, and what do they offer consumers that existing Heineken 0.0 doesn’t?
A: We wanted to create new interesting and refreshing fruit forward alcohol-free beer options to answer the increased consumer demand for such taste profiles. Lemon Elderflower has a citrus-led flavour, with fresh lemon notes, balancing acidity with Heineken’s signature flavour profile and a crisp elderflower finish, while Nectarine Juniper is led by ripe nectarine notes, supported by subtle juniper which adds a light herbal layer without overpowering.
By introducing these new variants, Heineken aims to further broaden the occasions in which people can enjoy alcohol-free beer, attract consumers looking for new taste experiences, and help drive further growth of the alcohol-free category in Ireland.
Q: What are you seeing in terms of changing Irish consumer tastes and their appetite for more adventurous flavours in no and low alcohol drinks?
A: As moderation becomes increasingly more mainstream in Ireland, we also see that consumers are actively looking out for more variety and discovery within the NOLO category. Our research shows that Irish consumers are curious and open to exploring new taste profiles, and that’s driving demand for more innovative flavour options alongside traditional alcohol-free beer. The strong growth of the alcohol-free category reflects a shift towards greater choice, with consumers wanting products that fit different occasions, tastes and lifestyles.
Brian Malone, off trade director, Heineken Ireland
Q: As no and low alcohol becomes increasingly mainstream, how is Heineken 0.0 helping to move the category beyond simply being an alternative to alcoholic beer?
A: beer in its own right, not simply a substitute for alcohol. Since launch, our focus has been on broadening the occasions where consumers can choose alcohol-free, whether at social occasions, sporting or music events, during the working week or whenever moderation suits them. Innovations such as Heineken 0.0 on draught and our new flavoured variants help bring more choice, variety and enjoyment to the category, making alcohol-free beer a positive and mainstream choice for more consumers.
Q: What role do you think flavour innovation plays in attracting new consumers to the alcohol-free category and encouraging existing consumers to explore more occasions?
A: Flavour innovation plays an important role in bringing new consumers into this category by offering greater variety and choice. Consumers are looking for the same level of discovery and taste exploration right across the drinks market, whether that be within NOLO or within alcohol categories, and new flavour options can help to create a sense of fun and surprise. It can make alcohol-free beer relevant to more occasions as consumers can experiment with something different, while still enjoying the quality and refreshment they expect from Heineken 0.0.
Q: From a retail perspective, what opportunity do these new flavours present, and how can retailers best capitalise on growing demand for no and low alcohol choices?
A: Overall, the launch of Lemon Elderflower and Nectarine Juniper is designed to help broaden occasions for alcohol-free beer and support continued growth in the category. These new flavours give retailers a strong opportunity to drive incremental growth within the fast-growing alcohol-free category by offering shoppers more choice and encouraging trial. Consumers are looking for greater variety and more premium flavour experiences within the NOLO category, and this creates opportunities to attract new shoppers and increase basket spend.
Retailers can maximise the opportunity by giving alcohol-free products strong visibility in-store, merchandising them alongside key moderation and refreshment occasions, and ensuring they have a range that caters to differing tastes and preferences.
Santa Rita 120 Zero continues to reinforce its NOLO credentials
Santa Rita 120 Zero Sauvignon Blanc
Santa Rita 120 Zero Cabernet Sauvignon
Santa Rita Estates’ established Santa Rita 120 Zero range continues to demonstrate its credentials in the no- and low-alcohol category, with its Sauvignon Blanc named winner in the Non-Alcoholic White Under €15 category at the 2026-2027 NOffLA Irish Wine Show Star Awards.
The awards, now in their 25th year, attracted more than 600 entries, which NOffLA judges and independent wine journalists assessed on appearance, aroma, taste and value for money. The recognition provides an important endorsement for Santa Rita 120 Zero Sauvignon Blanc and its position in Ireland’s growing non-alcoholic wine segment.
As ‘Ireland’s number one wine brand’, Santa Rita continues to respond to evolving consumer preferences through its 120 Zero range, offering accessible alternatives for those seeking to reduce their alcohol consumption while still enjoying the flavour and experience of wine.
The NOffLA-winning Santa Rita 120 Zero Sauvignon Blanc delivers a fresh, approachable style suited to everyday drinking, informal gatherings and lighter meals. Its award success highlights the quality and value in the non-alcoholic category, while reinforcing the range’s established presence in the Irish market.
The range also includes Santa Rita Zero.4 Cabernet Sauvignon, made using traditional red fermentation followed by a physical dealcoholisation process designed to preserve the wine’s fruit character. Deep ruby in colour, it shows aromas of raspberry, cherry and strawberry, with a fresh finish.
The portfolio is set to extend further with Santa Rita 120 Zero Sparkling Sauvignon Blanc NV, which is expected to arrive in Ireland in early 2027, with an RRP of €7. At 0.4% ABV, it offers an additional option for consumers seeking a sparkling alternative. Pale straw in colour, it has a fine, persistent mousse, citrus and white peach aromas, and a palate of white peach and tropical fruit balanced by vibrant acidity and gentle sweetness. Best served well chilled at 6-8°C it suits aperitif occasions and pairs well with fish, seafood and fresh salads.
With an established range already available to consumers and further innovation in the pipeline, Santa Rita Estates continues to respond to evolving drinking habits while maintaining its focus on quality, flavour and value.
Kinnegar’s NoLo offering extended with Jackrabbit NA
Kinnegar Brewing’s non-alcoholic interpretation of the hugely popular Jackrabbit Ginger Beer arrived quietly on the scene a few months ago. “We’re not known for big launches with bells and whistles,” said Libby Carton, Kinnegar’s co-founder who leads the brewery’s marketing and communications work. “Our instinct is to quietly release it into the wild and let the product speak for itself.” Just as in its alcoholic sibling, the irresistibly refreshing zest of ginger in Jackrabbit Non-Alcoholic is perfectly balanced against a carefully crafted backdrop of flavours and rounded off with pitch perfect sweetness. “It’s an unbeatable refresher for anybody who wants to enjoy a long drink but would rather take a pass on alcohol,” Carton explains. “Our 1% Low Tide Pale Ale is a big success with people who want to keep the units of alcohol at bay. Jackrabbit NA now offers No/Lo choice within the Kinnegar range. Jackrabbit Non-Alcoholic is available in 500ml bottles. Kinnegar is distributed in Ireland by Grand Cru Beers. Kylie Minogue Wines
Kylie Minogue’s range of alcohol-free sparkling wines offers a celebratory alternative without the alcohol. Speaking about her Alcohol-Free Sparkling Wine range, Kylie, said: “Wine is such a historic part of our gatherings and celebrations, romantic evenings and after-work wind-downs. I talk about this a lot with all my wines, and it 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% wine 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 around 80 fewer calories per glass than a standard glass of Prosecco making it a delicious, lighter alternative.* Proudly distributed by Barry & Fitzwilliam. *Source: Drinkaware.co.uk. A 125ml glass of 12% ABV Prosecco contains approximately 108 calories
McGuigan Zero
Delivering exceptional taste with zero alcohol, McGuigan Wines is committed to making high-quality wine accessible to everyone around the world, for every occasion. The McGuigan Zero range offers an alcohol-free experience that delivers on both the nose and palate, with Shiraz, Chardonnay, Rosé and Sauvignon Blanc. The wines are produced using state-of-the-art spinning cone technology. By drawing the wine into ultra-fine layers for efficient vaporisation, alcohol can be removed at lower temperatures, helping preserve the wine’s flavour and character to create a beautifully tasting product. McGuigan Wines, ‘Ireland’s number one Australian wine brand’, is distributed by Barry & Fitzwilliam.
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