Nolo mindsets serve as driving trends in Australia’s alcohol sector

The appeal of Nolo, or non- and low-alcohol beverages, is increasing as consumers’ mindsets shift towards a taste for functional and healthy drinking.

A new Nolo lifestyle has taken over Australia’s alcohol beverage market. Nolo, or non and low alcohol, is a shift in consumers’ mindsets that has driven a taste towards functional and healthy drinking.

The recent “Nolo Normalises” webinar by IRI and GrowthScope, a liquor intelligence company, heard that “a surge in zero-alcohol buyers propelled annual sales to A$152m”, according to the IRI MarketEdge Retail & Liquor Weighted and Grocery Scan, Australia. 

The year-on-year growth rate was 24 times higher than total retail liquor, with a strong dollar growth of 72%. The statistics translated to almost A$64m growth added to grocery...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands