‘Less Is More’: Bacardi Predicts 400% Growth in No and Low Alcohol in Next Four Years
Bacardi Limited, the world’s largest family-owned spirits company, is launching a new ‘mindful drinking’ campaign this January, designed to help retailers, bars and e-commerce partners tap into a sales opportunity worth a predicted $500m RSV by the end of 2024iii.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20201215006215/en/
Bacardi portfolio of mindful drinking products (Photo: Business Wire)
Mindful drinking - the practice of being aware of why, how much and what alcohol we drink - is a cultural movement which has become incredibly popular this year. The concept covers everything from replacing alcohol with alcohol-free spirits, to enjoying longer, low alcohol drinks, as well as taking the time to ‘sip and savour’ cocktails made with the finest, natural ingredients.
This idea of moderation without settling for second-best continues to gain traction across the world, and nowhere more so than in Western Europe. The lockdowns and restrictions of 2020 have only accelerated its growth:
- +30% and +25% more Google searches are for non-alcoholic beverages in the UK and Germany respectively, compared to this time last year
- In both countries, Google searches for “Aperitivo” saw a dramatic rise from March 2020 as people began researching NoLo cocktails to enjoy at homeiv
Brenda Fiala, Global VP, Strategic Insights & Analytics for Bacardi, casts a light on this growing drinks trend: “What really stands out in our insights is just how huge mindful drinking has become in Western Europe this year (compared to last year). It is becoming the ‘NoLo capital of the world’. As lockdown impacted our lives and routines, not only did people begin to seek out lower ABV cocktails, they also began enjoying cocktails a little earlier than usual and began experimenting with longer drinks and alcohol-free options. That meant mindful drinking really took off and it’s here to stay.”
Over a third (36%) of consumers across the UK, France and Germany planning on enjoying cocktails more mindfully during Decemberv
- Partipation in a ‘Dry-ish January’ is set to be at its highest ever – almost half (48%) of consumers surveyed in the UKvi and a quarter (24%) of those asked in Germany, plan to take partvii
With its successful portfolio of NoLo drinks, the family-owned sprits company has been ahead of the curve on the mindful drinking trend, and this new ‘Less is More’ campaign demonstrates an even bigger focus and investment in the category’s future. It will drive awareness of the company’s mindful drinking line-up of premium drinks, including recently launched MARTINI Non-Alcoholic Aperitivo, as well as MARTINI Fiero vermouth and ST-GERMAIN® elderflower liqueur.
Marine Rozenfeld, Innovation Development Lead for Bacardi for Western Europe, Australia & New Zealand, comments: “We know people are stepping up their cocktail game with premium spirits, putting quality over quantity, and at the same time, are intrigued by the explosion of new alcohol-free spirits available to choose from. Now it’s about taking them further on the journey of exploration. From MARTINI Non-Alcoholic cocktails, to longer drinks like the ST-GERMAIN Spritz and the MARTINI Fiero & Tonic, we want to help give people the tools and know-how they need to drink mindfully. Our message is very simple - ‘Less is More’ - more taste, more experience.”
The new Bacardi marketing initiative has two key focuses – visibility and education – aiming to signpost “NoLo” options for cocktail-lovers, bartenders and store owners, in a way that’s both engaging and easy-to-understand.
Bacardi will be:
- deploying menu cards and editable templates to bars
- leaflets and stand-out POS displays in retail
- launching dedicated ‘Less is More’ Amazon gift stores in UK, Germany and Spain to inspire at-home bartenders with recipes and interactive content
- using social media to drive awareness for MARTINI Non-Alcoholic Aperitivo in selected markets
- hosting samplings across retail and when they can reopen, in bars
Bartenders are getting excited by the opportunities to create amazing mindful cocktails too. As Bacardi continues to support the bar industry through its #RaiseYourSpirits initiative, its education program on how to create cocktails for mindful drinkers, is another way in which the company is helping bar owners maximise sales by tapping into this trend once they reopen.
For those looking to drink mindfully during the festive season, to participate in Dry January or for gifting ideas for mindful drinkers, Bacardi has Gift Stores on Amazon in the UK, France, Germany, Spain and Italy where they can shop for fantastic NoLo premium spirits including a MARTINI Non-Alcoholic Aperitivo Vibrante and Floreale Dual Set (2 x 75cl).
NOTES TO EDITORS
Always drink responsibly
For the facts: Drinkaware.co.uk
About Bacardi
Bacardi Limited, the largest privately held spirits company in the world, produces and markets internationally recognized spirits and wines. The Bacardi Limited brand portfolio comprises more than 200 brands and labels, including BACARDÍ® rum, GREY GOOSE® vodka, PATRÓN® tequila, DEWAR’S® Blended Scotch whisky, BOMBAY SAPPHIRE® gin, MARTINI® vermouth and sparkling wines, CAZADORES® 100% blue agave tequila, and other leading and emerging brands including WILLIAM LAWSON’S® Scotch whisky, ST-GERMAIN® elderflower liqueur, and ERISTOFF® vodka. Founded more than 158 years ago in Santiago de Cuba, family-owned Bacardi Limited currently employs more than 7,000, operates production facilities in 11 countries, and sells its brands in more than 170 countries. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited. Visit www.bacardilimited.com or follow us on Twitter, LinkedIn or Instagram .
ALL MARKS APPEARING ON THE BACARDI GROUP PRODUCTS SHOWN OR MENTIONED ARE TRADEMARKS OF BACARDI & COMPANY LIMITED OR OF OTHER SUBSIDIARIES OF BACARDI LIMITED.
_____________________
i Bacardi predicted value of the NoLo spirits category ($) in Western Europe by 2024, based on IWSR predictions. All channels.
ii Indicative results based on consumer research conducted in the UK, France and Germany. 50% UK participants, 34% French participants and 23.5% German participants said they plan to drinking more mindfully during the festive season
iii Bacardi predicted value of the NoLo spirits category ($) in Western Europe by 2024, based on IWSR predictions. All channels.
iv Independent Google trends data
v Indicative results based on consumer research conducted in the UK, France and Germany. 50% UK participants, 34% French participants and 23.5% German participants said they plan to drinking more mindfully during the festive season.
vi The research of 1,000 UK respondents aged 18-55 was conducted via Perspectus Global during October 2020.
vii In the period from 19-20.11.2020, the market and opinion research company Civey asked more than 3,800 people in Germany who drink alcohol about their consumption of alcohol during the pandemic, the Christmas holidays and the Dry January.
To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.
View source version on businesswire.com: https://www.businesswire.com/news/home/20201215006215/en/
Contact information
Media enquiries:
Andrew Carney, Corporate Communications Director Europe, Australia & New Zealand, acarney@bacardi.com
Philippa Holmes, Corporate Communications Manager - Europe, pholmes@bacardi.com
About Business Wire
For more than 50 years, Business Wire has been the global leader in press release distribution and regulatory disclosure.
Subscribe to releases from Business Wire
Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.
Latest releases from Business Wire
IO Interactive Announces Olivier Perbet as Chief Marketing and Revenue Officer2.7.2025 16:00:00 EEST | Press release
IO Interactive, the award-winning developer and publisher behind the globally-acclaimed HITMAN franchise, is proud to announce the promotion of Olivier Perbet to Chief Marketing and Revenue Officer (CMRO). In this expanded role, Olivier will now oversee both marketing and revenue operations across the studio’s portfolio, including Digital and Physical Sales, Business Development, and go-to-market strategy, as IOI enters an exciting new chapter of growth. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250702593970/en/ © IO Interactive A/S Olivier joined IO Interactive as Chief Marketing Officer in 2023, bringing with him over 20 years of experience across gaming, consumer electronics, and entertainment. Since then, he has played a key role in scaling IOI’s global publishing capabilities, supporting the set-up of IOI Partners and delivering standout campaigns. Under Olivier’s leadership, IOI recently celebrated major milestone
Seoul Semiconductor’s World’s No.1 Technology Targets EV and Autonomous Vehicle Markets2.7.2025 16:00:00 EEST | Press release
Seoul Semiconductor Co., Ltd. (KOSDAQ: 046890), the world’s No. 1 company in LED backlight, announced on July 2nd that its proprietary No-wire technology, WICOP, has been supplied to the automotive market in the form of Mini LED displays since May. As the world’s first No-wire LED technology, WICOP has already proven its performance across various applications—including smartphones, TVs, lighting, and automotive headlamps. Recognized for its superior brightness and durability even in extreme automotive environments, WICOP has now officially entered the automotive display market. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250702244031/en/ [Figure] Comparison of 1st-Generation LED and 2nd-Generation ‘WICOP’ Structure (Image: Seoul Semiconductor) The No-wire WICOP technology applied to Mini LED enables ultra-slim display designs, making it ideal for full array local dimming. This allows for deeper contrast and higher bright
Barilla Launches 7th Edition of Good Food Makers to Shape the Future of Food2.7.2025 15:20:00 EEST | Press release
Barilla officially opens applications for Good Food Makers 2025, its open innovation program dedicated to startups and innovative companies focused on creating a more sustainable and connected food system. Now in its seventh edition, the program welcomes a new format — Good Food Makers – ECOSYSTEM — developed in collaboration with Almacube, the innovation hub of the University of Bologna and Confindustria Emilia. This year’s goal is to build a true innovation ecosystem by involving Barilla’s value chain partners and accelerating the adoption of emerging technologies. Three selected startups will join a four-week co-development journey with Barilla professionals and partner companies, working side-by-side to create impactful solutions across the entire food chain — from field to fork. Applications are open until the end of July, with the program running from September to January 2026, concluding with the Innovation Day. “Good Food Makers reflects our commitment to open innovation that g
SE Labs Award Reinforces NetApp Status as the Most Secure Storage on the Planet2.7.2025 15:00:00 EEST | Press release
NetApp® (NASDAQ: NTAP), the intelligent data infrastructure company, today announced that it was recognized as a standout performer in cybersecurity in the SE LABS ® Awards 2025. NetApp won the 2025 SE Labs Award for Enterprise Data Protection, validating NetApp’s status as the most secure storage on the planet. This recognition as a winner of a 2025 SE Labs Award is a result of NetApp’s exceptional innovation in cyber resiliency to deliver NetApp ONTAP® Autonomous Ransomware Protection with Artificial Intelligence (ARP/AI), which was tested and validated by SE Labs. NetApp ARP/AI demonstrated 99 percent detection of tested, advanced full-file encryption ransomware attacks with zero false positives, indicating a strong ability to operate in a business context without contributing to alert fatigue. “Great security doesn’t just happen—it’s built, tested and proven,” says Simon Edwards, Founder and CEO of SE Labs. “Behind every high performing security product is a team committed to excel
CroíValve Announces Funding from Horizon Europe EIC Accelerator2.7.2025 15:00:00 EEST | Press release
CroíValve, a pioneering medical device company innovating a better way to help more patients suffering from Tricuspid Regurgitation (TR), was awarded funding from Horizon Europe’s European Innovation Council (EIC) Accelerator Programme. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250702306192/en/ DUO™ Transcatheter Tricuspid System Part of the EU’s Horizon Europe 2021-2027 Research and Innovation Programme, the EIC Accelerator Programme provides transformational funding to high-potential, high-risk start-ups, scale-ups and subject matter experts. This award includes grant funding of €2.5 million, combined with an equity investment of €10 million in CroiValve’s next financing. The latest competition included 959 applications, with only 40 awards across 16 countries. Almost one third of the selected companies are led by a woman and CroiValve are incredibly proud to be one of this group. “Securing European Innovation Council
In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.
Visit our pressroom