To drink or not to drink?

Drinking alcohol in certain situations is deeply rooted into our cultures and behavior. Not too long ago the main reasons for not drinking were strictly functional: either you were the designated driver or pregnant. This also reflected the drinking options reserved for those who, for a very practical reason, could not join in on the fun – usually it was a soft drink of some kind. Something that was also offered to the kids.

Looking at how we live today, choosing not to drink has transformed from a functional “must” into a modern lifestyle choice, becoming a much more multi-dimensional phenomenon than ever before. As the wellness trend has transformed into a wholesome way of life, people are looking to fill their free time with meaningfulness and recovery. The effects of alcohol don’t always fit into that equation.

This is a phenomenon that we in Altia’s Innovation Team have had our eye on for quite some time now. After spending time monitoring the global developments, we also recently conducted an in-depth qualitative study on how consumers in the Nordics feel about sober curiosity, moderation and the alcohol-free choices that are available out there. And what did we learn?

Different motives call for different solutions

First of all, people are indeed becoming more curious about testing different ways of living without alcohol. Young people perhaps grow into it, and they might not see any reason to start drinking alcohol. For them it is not about replacing an alcoholic drink that they already consume, but more about finding new exciting beverages to try and share with friends.

Some others make the choice based on wellbeing and are therefore actively seeking for new options to replace at least some of their traditional alcoholic choices. And for some choosing not to drink might be purely occasional without any big ideology behind the lifestyle.

Regardless of the motive, people do feel that there is a need for new quality products among the non-alcoholics.

Talking about occasions…

One thing seems to be clear: no matter what the motive for not drinking, the expectations put on the products are high – and we as an industry need to rise to the challenge! Gone are the days when the kids’ option were good enough for toasting to a special occasion.

The alcohol-free option should be just as festive as the alcoholic one (or laid back, depending on the occasion of course!). Fitting the occasion perfectly is one of the key factors when developing these products. People want to feel that they are part of the group in social occasions and not stand out in a negative way because of their drinking choices.

Keeping the discussion going

Globally, more and more people are taking part in dry Januarys, Sober Octobers and other kinds of no drinking challenges. This also creates more room for discussions about the topic. Especially here in the Nordics, the discourse has historically been quite black and white. Now, with this new curious mindset, more shades of gray are brought into the equation, which is warmly welcomed by consumers. People are expecting brands and producers to join the discussion as well.

For me, this is one of the most inspiring challenges: How to enable people to fit in, no matter what they choose to drink? As the need for social interaction is so deeply rooted in us, it is a shame that sometimes people feel left out when they are not drinking. I believe that by creating new inspiring alcohol-free options and by keeping up the discussion about these new nuances in our ways of drinking, we can take big steps towards enriching the modern drinking culture.