Non-drinkers, it’s your time to shine. Many brands are launching drinks with low alcohol levels—and it comes as no surprise these health-conscious beverages are having a moment. According to a study by Mintel, consumers continue to show a habitual pattern of lowering alcohol consumption with 21% of drinkers reducing their intake in the past year. In other words, “Dry January” is more than just a moment– it’s becoming a lifestyle for consumers nationwide.
While there is no industry-wide standard of what defines low-ABV, generally any drink that has lower than the typical alcohol range qualifies. Most hard seltzer and kombucha hover between 4 and 6 percent ABV, which is about the same as a light beer. Things are more clear cut with no-ABV, which by definition has 0.0% alcohol content.
When it comes to marketing low- and no-ABV beverages, many companies take a health-centric approach. That makes sense because, according to a Yale Source, 9 out of 10 Millennials consider healthy consumption habits a pillar of wellness.
Low calories and carbs are a big reason health-minded consumers typically reach for these drinks. The average calorie count for a hard seltzer is 100, with carbs around 2 grams per serving—about 3x less than a serving of wine. Some low-ABV beers have as little as 21 calories with carbs around 1.2 grams per serving.
The Heineken 0.0 campaign takes a different approach, encouraging consumers to imbibe at any and all times. Phrases such as, “That moment you couldn’t have a beer? Now you can.” And, “During a meeting? After sport? Before driving? Have a beer. Seriously, now you can.” And we’ll be seeing a lot more of that. Consumers want to know that you understand their lifestyle and that your brand can adapt.
As an agency of alcohol-loving Millennials, that have also been known to get pretty competitive during a wellness challenge, we were curious about how these drinks stacked up. We tried seven of these low- and no-ABV beverages for ourselves and evaluated their marketing strategies. Here are the four things you need to consider to make your beverage stand out in the digital space:
Effectively communicate all your product's benefit—not just its low alcohol content—to stay relevant with younger consumers as they make healthier choices.
Lastly, if you're looking for a low abv wine cocktail recipe check out our Marketing Wine in the Modern World ebook.