Drizly’s non-alcoholic ‘spirits’ sales soar 155% – The Spirits Business
Sales of non-alcoholic ‘spirits’ on e-commerce platform Drizly grew by 155% in January 2023, boosted by Gen Z and Millennial consumers.
US firm Drizly said sales of all non-alcoholic beverages, including no-ABV beers and wines, grew by 76% on the site in January 2023 compared to the previous year, and 152% from January 2021.
In the non-alcoholic ‘spirits’ category on Drizly, sales within the category have soared by 367% since January 2021, and by 155% since January 2022.
“In the past 12 months, non-alcoholic ‘spirits’ ranked as Drizly’s fastest-growing non-alcoholic subcategory compared to the 12 months prior,” said Liz Paquette, head of consumer insights, Drizly.
“The mocktail trend is one key drivers of this trend, as consumers seek to recreate their favourite drinks that are alcohol-free.
“Innovation in this category has also driven growth as new product releases more closely align to the quality and taste of standard spirits offerings. In fact, there are now nearly 80% more non-alcoholic brands available on Drizly than this time last year.”
According to Drizly’s 2022 Consumer Report, Gen Z and Millennial consumers are propelling the no-ABV trend forward, with both demographics found to be ‘most game’ to try 0%-ABV drinks, especially when compared against older cohorts such as Gen X and Boomers.
Gen Z (38%) and Millennials (25%) ranked highest when asked if they’ve chosen to drink more no-ABV drinks in place of alcoholic drinks compared to the year prior.
When those surveyed were asked why they are interested in non-alcoholic drinks, “healthier lifestyle” led the way (44%), with men (49%) besting women (36%) in citing health as their primary motivation.
On Drizly, Millennials have held a 61% share of the no-ABV category in the last 12 months, compared to 52% share of sales on Drizly overall.
In addition, the top US markets that take the greatest share of non-alcoholic sales on Drizly include Boston, Denver, northern New Jersey, Brooklyn, and Washington, DC.
Last month, we shared our top 10 award-winning no-and-low drinks, following the results of the 2023 Low & No Masters competition.
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