Drinking Habits & The Evolution of the Low-Additive Free Movement: How Consumer Demand for Additive-Free and Low-Alcohol Substitutes Are Reshaping the Alcohol Market
Shaped by shifting consumer preferences toward healthier, cleaner, and lower-alcohol alternatives, the alcohol industry landscape has shifted over the past few years. While we see the rise of the no-alcohol category making headlines, modern, low-alcohol and additive-free options are making waves.
Contrary to popular belief, global sales data suggests low-additive free spirits are thriving—marking a nuanced evolution in drinking habits rather than the outright rejection of alcohol altogether.
The Demand for Transparency and Purity
Today’s consumers, indexing toward Millennials and Gen Z, are more conscious of what they consume, how it affects their health, and the planet, sparking a surge in demand for additive-free, natural, and transparently produced spirits—a stark contrast to traditional mass-produced alcohol, often including artificial flavorings, colorings, and preservatives.
Premium brands that emphasize clean ingredients, sustainability, and authenticity have seen a notable uptick in interest because consumers are seeking products with authentic values, real botanicals, organic sourcing, and fewer artificial interventions, mirroring trends in the food and wellness industries.
The Counter Legacy Drink Culture: National Brands v. Legacy Options
The low-alcohol movement is gaining traction as consumers look for ways to enjoy drinking experiences without the heavy effects of full-proof spirits, evident in the growing categories of aperitifs, vermouths, and botanical-based spirits who offer complexity and sophistication without the high alcohol content.
Aperitifs, in particular, have seen a renaissance, with brands like Aperol and Lillet experiencing consistent growth, and newer, independent brands entering the space with innovative flavors and modern branding.
Consumers are drawn to these lower-proof spirits as they align with the growing interest in mindful drinking, offering an alternative to hard liquor without compromising on taste or experience. Furthermore, these are brands young people identify with, and who can build their own history around, contrary to legacy brands our grandparents grew up drinking.
No-Alcohol Is Growing, But Low-Alcohol Is Gaining More Traction
While the no-alcohol category continues to expand, particularly in markets like the UK and Australia, global data suggests that the biggest growth is happening in the premium, low-alcohol, and additive-free segments rather than total abstinence. Here’s what I recently learned:
- Liqueurs and aperitifs are experiencing strong year-over-year growth, with a projected market value increase from $130 billion in 2023 to $181 billion by 2033, signaling sustained demand for lower-ABV and complex spirits.
- RTDs (ready-to-drink beverages) have skyrocketed, growing at a 37% CAGR between 2019 and 2021, and continue to drive momentum in the spirits industry.
- Traditional high-proof spirits (like whiskey and vodka) have seen a slowdown in growth, indicating that consumer attention is shifting toward alternative, innovative options.
A Balancing Act: The Future of Alcohol
Rather than witnessing a mass exodus from alcohol, we are seeing an evolution in drinking habits—one that favors quality over quantity, transparency over artificiality, moderation over excess, and modern versus legacy.
Brands that recognize this shift—by offering modern, clean-label, lower-alcohol, and thoughtfully crafted alternatives—are poised to capture the next wave of consumer interest. Whether it’s a bitter, botanical-forward aperitif, a low-ABV spritz, or an organic additive-free liqueur, the future of drinking isn’t about eliminating alcohol—it’s about redefining it.