Those who once believed that catering to the alcoholic beverage choices of the health-conscious was an impossible feat have had to eat their hat metaphorically. The no- and low-alcohol category has been expanding for a decade. From the taste formulation of the drinks themselves to the way these products are now presented, the aspirational allure of a cocktail crafted with these alternatives is no longer a compromise. They have become genuinely desirable drinks in their own right. 

We are facing a cultural shift within a category still buzzing with untapped potential and fresh narratives waiting to be written. To get a real pulse on what’s next, it’s not enough to track product launches. The real power lies in imagining what this space could become in the next 5 or 10 years. 

Legacy brands are already in the game and continue to roll out non-alcoholic versions of iconic products. It’s a smart move to hold onto consumers who are flirting with mindful drinking, a trend where consumers are more conscious of their alcohol consumption and its effects, giving them a familiar safe harbor. Gordon’s, Tanqueray, and others are playing this hand well—a tactical pivot to maintain relevance without straying too far from their roots.