Five ways alcohol-free brands can maximise sales during the summer surge

The summer season is a crucial period for beverage companies, with outdoor gatherings driving up demand for both alcoholic and non-alcoholic drinks. Notably, there has been a significant rise in the popularity of alcohol-free options, reflecting shifting lifestyles and drinking habits among consumers - specifically, the younger demographic. 

This trend has propelled alcohol-free from niche markets to near-mainstream status, gaining media attention and rivalling some alcoholic brands in relevance.

This year’s “summer surge” is well underway and is anticipated to be especially pronounced with events such as the Olympics taking place, alongside numerous major outdoor events and festivals. 

Recognising the increasing presence of individuals who abstain from alcohol within social groups, alcohol-free brands have a prime opportunity to ensure everybody feels included and engaged, rather than opting to leave early.

To help alcohol-free brands capitalise on this summer’s potential, Wine expert and Managing Director of SW Wines Europe, Dan Harwood has highlighted these five key strategies:

Catering to active lifestyles and last-minute purchases

Summer is synonymous with festivals, social gatherings, and sports events, leading to a spike in last-minute drink purchases. With an unpredictable weather forecast in the UK, consumers often seek grab-and-go beverages for impromptu gatherings under the summer sun. Portable and easy-to-consume alcohol-free options, such as RTD cocktails, spritz and wine in cans, cater to these active lifestyles and spontaneous outdoor events.

Brands should also encourage retailers to stock alcohol-free drinks in chillers alongside alcoholic options. It comes as a survey from Eisberg taken in May revealed that 87% of people expect to see alcohol-free alternatives at some form of social gathering. Putting them inside of the chillers makes them more appealing in warm weather and encourages impulse buys, benefiting both retailers and brands by highlighting the refreshing qualities of chilled, lighter beverages.

Offering a premium product range

As the alcohol-free category becomes more mainstream, consumers are increasingly exploring premium options within this sector. High-quality alcohol-free wines, such as Eisberg Wine’s new Selection range, cater to those seeking top-tier alternatives to their favourite wines. This sophisticated range, featuring a high-quality cuvée with a drier taste and excellent aromas, retails at £8.00 RRP and appeals to consumers wanting luxurious tasting wines without the alcohol.

Dan said: “Having more alcohol-free alternatives is crucial for encouraging people to cut down on their alcohol intake without sacrificing the taste they love.

“As more consumers move towards drinking less - they look at wine as a ‘treat purchase’ and are happier to spend more on a bottle of wine they’ll really enjoy.”

Reach new audiences via engaging campaigns and influencer endorsements

Eisberg has successfully launched engaging campaigns working with influencers across the health and fitness, new-mums/parenting, and food & beverage category. 

This summer, Eisberg rolled out their ‘Get the Signature L0.0k’ campaign, focusing on the rebranding of their original core range - now the Signature Collection. 

It comes as data from Eisberg found 74% of Gen Z’s would be open to purchasing alcohol-free alternatives, so landing the correct influencer endorsements to hit that audience is ultimately the key to unlocking it.

Predicting seasonal trends

Seasonality plays a pivotal role in consumer preferences. In a recent survey by Eisberg, one in three people said they are more likely to drink alcohol when the sun is out. 

Harwood predicts that Pinot Noir and Merlot will boom over Summer 2024. 

“It’s not uncommon in continental Europe for people to drink a chilled red during the warmer months” explained Dan, “to keep things exciting, brands should focus on their ‘fruit-forward wines’ when it comes to promotion over the Summertime”

Feed into festival fever

Various alcohol-free brands are set to make appearances at some of the biggest UK festivals this Summer, with many offering their very own alcohol-free bar on the premises.

Most notably, Manchester-based Parklife recently had their own alcohol-free bar at the festival, collaborating with major brands in the low/no sector to promote it across the city. 

Another way brands can maximise their sales this summer by working with festivals to get their products onto bars, even potentially working with on-site retailers to offer canned versions of their products if applicable.