How low and no-alcohol beverages are redefining habits and driving change
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“When I started, absolutely nobody believed me. But by year three, the volume started to treble, quadruple, and that’s when attitudes shifted.”
In the latest episode of The Persuasion Game, Grant McKenzie, former CMO at Asahi, joined Simon Garnett and Laura Halliday to discuss how low and no-alcohol drinks are reshaping global habits. From market resistance to breakthrough success, Grant shared how patience, persistence, and a clear vision drove the category’s growth.
Reframing perceptions: a positive choice, not a compromise
Grant shared how early perceptions of non-alcoholic beer were a major challenge. “The opportunity was to turn non-alcohol beer from a negative choice to a positive choice - ‘I’m choosing this because it tastes great and is better for me.’”
Simon highlighted the importance of framing in marketing, emphasising the need to focus on the positive attributes of a product rather than what it lacks. Persuasion is more effective when the message centers on the value and benefits offered, rather than drawing attention to absences or deficiencies.
This reframing emphasised the product's offerings rather than its shortcomings. By associating non-alcoholic beer with aspirational activities, such as sponsoring Formula 1 with Peroni 0.0, Asahi successfully positioned it as a modern, healthy, and sophisticated lifestyle choice.
Patience and persistence pay off
Grant was candid about the uphill battle he faced. “The first year was pretty tough because when I started, nobody believed me. The market wasn’t there, and the innovations didn’t look good. It was a constant battle to keep support alive.”
However, by staying the course and backing his strategy with data and storytelling, he eventually won over stakeholders. “The rationale was clear: The beer category is declining, and younger generations are drinking far less alcohol. If we get this right, non-alcohol beer could be a new source of growth and profitable, too.”
Grant also credited a key turning point to patience, he explained, “And by the middle of year 2 they could say ‘this is definitely not terrible’” and “And by year three,? ‘yeah, this is a good idea’. And by year four, everyone said, ‘I told you it would work. I knew all along.’”
I’m choosing this because it tastes great and is better for me
Tapping into new occasions
A major growth driver came from reframing when and how non-alcoholic beer is consumed. Grant highlighted a behaviour he observed in Spain, “People would have five beers watching football, but two of those would be non-alcoholic. That’s a 40% reduction in alcohol consumption, and it’s a hydrating product, it fits the occasion perfectly.”
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This approach resonates with those looking for ways to reduce alcohol consumption while still enjoying social occasions, offering a seamless alternative that feels inclusive and satisfying.
Another breakthrough came with the introduction of draft non-alcoholic beer in pubs. “When it’s on draft, sales are three times higher. It’s indistinguishable from alcoholic beer when poured into a glass, and it helps address the social stigma people often feel about choosing non-alcoholic options,” Grant explained.
The future of low and no-alcohol beverages
Looking ahead, Grant sees the category expanding beyond traditional beer styles. “There’s going to be more innovation in flavours and styles, especially outside of core, bitter non-alcoholic beer. Products like craft non-alcoholic wheat beers or IPAs offer exciting opportunities.”
He also identified a broader trend, “The growth in adult soft drinks, complex, low-sugar alternatives like kombucha is a big opportunity. Nobody’s cracked it yet, but when someone gets it right with the branding and scale, it’ll take off.”
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