The Language of Low & No

This report on the Language of Low & No drinks was produced in collaboration with Boldspace agency.

The findings are based on a series of interviews with those close to the language of many no and low brands, alongside extensive desk research into the brand language of the sector and a survey to consumers on terms used.

Does the consumer understand the terminology we use? How can we have one uniform language when there isn’t
one uniform audience? Non-drinkers are a complex audience of permanent non-drinkers, flexible drinkers, religious non-drinkers, and those in recovery. All with incredibly different needs and emotional states. This is a report which looks to remove every word which is a barrier, which carries baggage, which reinforces old stereotypes and negative behaviours to instead build a new lexicon which inspires, ignites, and taps into real human experience.

The key terminology for the Language of Low & No we wanted to explore will ask questions such as:

The best terms for the category: Alcohol free, no and low, Non-alcoholic?

The best terms for the consumer: Sober? Dry? Temperate? Moderate? Flexible? Teetotal?

The best way to categorise: Beers, wines, spirits? Functional? Adult drinks?

How would we want to describe these drinks on menus / bar spaces: Mocktails? Virgin drinks?