We can say with certainty that Low and No alcohol is clearly not just a passing trend. These days it is a fully integrated part of drinking choices – and central to how consumers think about choice, moderation, and social drinking.
At the KAM Low & No, Drinking Differently event, the latest data from the 2025 Low + No research report, carried out in partnership with Lucky Saint, was revealed. There were also some fantastic speakers from across the industry that provoked some interesting discussions.
Speakers included:
More people are moderating
Right now, 76% of people are choosing to moderate their alcohol intake – but moderation isn’t about abstaining completely. It’s about flexibility, inclusion, and having options that reflect evolving lifestyles and social expectations.
It’s no longer about saying “no” to a drink, it’s about not needing to say “yes” every time.
People want to feel part of the moment, whether they’re drinking or not, and they expect venues to support that with thoughtful, visible choices. Or, they may just go somewhere else.
What’s driving this demand?
A few key things are at play here:
Visibility is key – and make it easy!
One recurring theme at the event was the importance of visibility. Ben Warren, Commercial Director at Professional at Play/Roxy Leisure put it perfectly “Just make it easy”. Guests shouldn’t have to ask if there are non-alcoholic options, they should see them, feel welcomed by them, and be tempted by them. And it was revealed that 37% of guests have left a venue due to a poor low & no experience. Which is not only lost opportunity, but lost revenue.
Another clear message was venues getting it right are those making low & no impossible to miss. Visibility at the bar, options on draught, and menus that give no and low alcoholic drinks equal footing. This is how you shift perception and behaviour.
Innovation, training and storytelling
Take Dishoom, for example. They don’t hide their low and no options, actually, they lead with them – making the “teetotal” menu at the forefront, developing their own ingredients in-house and putting just as much time and care into these drinks as their alcoholic counterparts. The result is a sophisticated experience built on training, storytelling, and craftsmanship.
Most venues now offer low & no versions of their most popular cocktails. Such as Roxy Leisure and Hakkasan, both speakers on the day – a smart way to introduce familiarity while encouraging exploration – and, ensuring guests don’t feel left out, and still get to experience the theatre of having their cocktail made.
Chicken or Egg? Don’t wait for the ask
A standout message from the event was this: don’t wait for guests to ask. Most won’t. Denise Hamilton-Mace – Founder & Editor, Low No Drinker Magazine raised the point that “Most people aren’t brave enough to ask” – so don’t wait – offer it. The responsibility is on the industry to lead with confidence, showcase the range, and treat non-alcoholic options with the same pride as their alcohol counterparts.
It’s clear the low & no category is no longer a side-line offering, it can be central to the guest experience. And how that’s showcased is vital. Whether it’s on menus, at the bar, or in staff training, now’s the time to innovate and lead.
