Raising the bar - the artistry of NOLO drinks
62% — that's the growth the global market for NOLO (non-alcoholic or low-alcohol drinks) has seen since 2018.
Once a niche, this sector is now a mainstream force in the beverage industry and shows no signs of slowing down. As the UK considers shrinking pint sizes to curb alcohol consumption, NOLO beverages are gaining traction, particularly among younger generations — according to a 2018 study from Berenberg Research, Gen Z drinks 20% less alcohol than millennials, largely due to health-conscious choices.
NOLO brands are flourishing, with startups innovating in everything, from unfermented grape juice to dealcoholized beverages, signaling a new era of drinking culture.
But what's even more interesting is that these brands aren't just offering substitutes for alcohol; they're reimagining social rituals, creating new gestures, and crafting premium, sophisticated experiences that result in unique, elevated moments.
Three finds in the NOLO Space
Benoît d’Onofrio’s Sobrevages: focus on the senses
"When you don't drink wine, beer, or spirits, your options are often reduced to infantilizing choices like sugary drinks or water," Benoît d’Onofrio told French magazine Télérama in September 23.
The “sobrelier” — a word he coined and a and job he created — has worked for several years on the development of sophisticated “sobrevages”, non-alcoholic drinks paired with chef-crafted dishes at events like “sobreparties” and “sobrepas” and recently made available at la Sobrellerie, his recently opened Parisian venue.
These drinks, presented in artisanal bottles with green caps symbolizing hope, come with whimsical names like “A Tribe Called Quetsche” (French for damson plum) and even recommended music pairings, such as Pulp's This Is Hardcore for “La Mûre du Risque.”
The result? A rich, immersive experience that rivals its alcoholic counterparts in every way.
Jardins: not an ersatz, but an inclusive, gourmet upgrade
Jardins, a French startup founded by two mixology enthusiasts, offers two ranges of non-alcoholic, organic, and low-sugar drinks crafted to create fresh, intense cocktails.
Their aperitifs (bitter orange & rosemary, elderflower & bergamot) and gourmet sparkling wines exemplify their belief that non-alcoholic beverages can be as refined as alcoholic ones.
Jardins champions inclusivity with a manifesto declaring they “fight for those who don't want to drink alcohol, not against those who do,” advocating for a "flexitarian" approach to drinking that fosters conviviality and respects individual choices.
They also emphasize their conviction that non-alcoholic beverages deserve the same level of expertise as alcoholic ones, providing an experience that transcends mere replicas of alcoholic drinks and offers a genuine upgrade.
Grands Jardins: "A New French Art de Vivre"
French company Grands Jardins revisits the experience of tea, offering cold-brewed varieties sourced exclusively from Swiss brand nunshen, meant to be enjoyed in wine glasses at the temperature of a white wine.
Packaged in elegant, wine-inspired bottles, these teas invite drinkers to engage in an unexpected, refined ritual that blends the sophistication of two cultures and traditions: the art of wine and the art of tea. It’s a fresh, modern take on the French "art de vivre" that reenchants the dining table.
Whether we need to find a new way to say 'cheers' or not, these creative concotions, which give an early taste of the innovations to come, are definitely worth a try.