Driven by sustained behavioral shifts including moderation, occasion-based drinking, and more intentional purchasing decisions, no- and low-alcohol (NoLo) trends will continue to gain popularity with customers, according to Inmar Intelligence's "2026: The Breakout Moment for No/Low Alcohol." The report reveals that 41 percent of consumers say they’ve stopped drinking alcohol or are drinking less, while off-premise sales of non-alcoholic beer, wine, and spirits are up 22 percent year over year. The data also details three key influences on NoLo growth: a seasonal shift that sustains demand after January; intentional purchasing that balances consumer trade-ups to premium products with brand exploration; and the need for targeted deals to encourage repeat purchases. Data points to strong consumer interest in exploring no- and low-alcohol options, along with a willingness to spend more for quality and variety, which creates a clear opportunity for restaurants that do not serve liquor, said Emma Versaw, Regional Vice President, Head of Adult Beverage at Inmar Intelligence. “With experimentation high and brand loyalty still developing, operators can differentiate by offering elevated, creative alcohol-free beverages that meet expectations for flavor, experience, and occasion relevance, rather than positioning them as substitutes.” Operators need to recognize that no- and low-alcohol is no longer tied to a single moment like Dry January and instead reflects an ongoing shift in consumer behavior with moderation extending into spring. Rising costs are influencing how consumers engage with the category, with fewer trips and higher price per unit reinforcing the importance of value as a confidence builder…
