Alternating between alcoholic and non-alcoholic drinks during the same social occasion is not new. Yes, it is, however, the term it is receiving in the United Kingdom, “zebra striping”and that is turning the practice into a trend in different consumer segments. But far from posing a threat to the spirits sector, the growing inclination towards moderation provides opportunities for brands.

This is what the large alcoholic beverage groups have been exploring since the impact of the pandemic transformed the consumption habits. Already in 2021 Pernod Ricard started in the low-alcohol category with Beefeater Light and Ballantine’s Light; and shortly after Diageo did so with the presentation of Tanqueray 0.0%.

The tendency towards moderation

And it is that the way we consume alcohol has changed notably in recent years. According to a recent study by non-alcoholic beer brand Lucky Saint together with consultancy KAM, in 2024 2.6 million fewer Britons are consuming alcohol weekly compared to 2021.

Among other data, it also points out that 74% of British adults are moderating alcohol consumption through the practice of “zebra stripping”; or that 1 in 3 visits by adult consumers to pubs or restaurants do not involve alcohol consumption. Additionally, research indicates that 31% of consumers have left an establishment due to little or no non-alcoholic beverage options.

In Spain, 21% of consumers plan to include low-alcohol drinks in
their consumption repertoire, and 45% say that they already have it established in their consumption habits, according to a YouGov analysis published earlier this year. Besides, 65% already drink non-alcoholic drinks and intends to continue doing so.

The figures reflect a growing interest in alcohol consumption moderation, or even abstinence, as well as a concern for health and well-being among consumers. Alternating alcoholic beverages with water and non-alcoholic options helps the body process alcohol, and avoids consequences of excessive consumption, such as possible poisoning or cardiovascular risk; or socially compromised situations, dependency or depression.

Growth of alcohol-free

The reduction trend does not necessarily mean a threat to the alcoholic beverages industry, since it continues to be an industry with a strong presence; practices such as “zebra striping” highlight the need for brands to adapt to changes in consumer behavior.

Furthermore, as mentioned before, The sector has been offering alcohol-free alternatives for some time. Proof of this is the beer category. As reported by Cinco Días, referring to data from Cerveceros de España, in 2023 total beer sales reached 38.7 million hectoliters in the national market, a figure that represents an annual drop of -0.5%. In contrast, non-alcoholic beers grew by 3.4%, reaching three million hectoliters, which represents almost 8% of what was produced.

The figures show that there are business opportunities and an expanding market. It should be noted that, in general terms, the way to consume non-alcoholic beverages is similar to drinking alcoholic beverages. The aforementioned YouGov research indicates that 53% of Spaniards consume this type of drink when meeting friends, 49% when doing so with family and 47% on special occasions.
Not wanting to consume alcohol, driving, avoiding hangovers or reducing calories consumed are some of the main reasons why users opt for these options.

Challenges of adapting to “zebra striping”

Predisposition, however, does not exempt the category of challenges. Among them, for traditional alcoholic beverage brands, the main challenge lies in diversify your offer to include non-alcoholic or low-alcoholic options while maintaining the taste and quality of the original drink, which is the basic element of attraction for consumers.

Those companies that manage to offer products that replicate the complexity and ritual of alcoholic beverages They will be in an advantageous position. This includes not only drinks that imitate the taste of classic drinks, but also innovative options that offer unique sensory experiences and added values ​​compared to traditional options.

Likewise, brands must also maintain its essence, personality and tone when it comes to betting on the low-alcohol category and meeting its demand. This is significantly important in those brands that operate in the premium segment, since whose brands and products are associated with a series of more specific attributes and experiences.

For this it will be key take care of marketing strategies. As has been noted, the consumption of non-alcoholic beverages and the practice of “zebra striping” is also done in search of a social experience in which those who choose it do not feel excluded. This means that non-alcoholic beverages must be presented with the same care and attention to detail as alcoholic beverages. The aesthetics of the packaging, the brand narrative and the experience at the point of sale are key elements to attract this new consumer profile.

Non-alcoholic drinks, due to their low alcohol content, have an advantage over traditional options in the field of marketing. Among them, the possibility of establishing sponsorship agreements, for example, in sports. This is what has led, for example, Tanqueray 0.0% to become an official sponsor of Atlético de Madrid, or Seagrams 0.0 to sponsor Premier Padel in Seville, Málaga, Madrid and Barcelona.

However, another fundamental point to enter the low-alcohol category and gain market share is the distribution strategy. Along with the product and marketing, the presence of alcohol-free options at the different points of consumption must be guaranteed. This implies having a robust supply chain that allows the product to be made available both in stores and supermarkets, as well as in bars, restaurants and other establishments.

The commitment to satisfy the demands of “zebra striping” or consumers “super-curious”, those who opt to stay away from alcohol for long periods of time can offer advantages to brands. Beyond providing new categories and business opportunities, and therefore, income; drives perception. Brands can position themselves as facilitators of a balanced lifestyle, promoting responsible consumption without giving up social enjoyment.

For beverage brands, adapting to this new reality is not just a matter of survival, but also an opportunity to lead change and set new standards in the industry. Those that manage to offer high-quality products, attractive experiences and a message that resonate with consumers’ values ​​will position themselves in a new landscape.