Bacardi predicts 400% growth in no and low alcohol in next four years
Ambrosia|January 2021
Family-owned spirits company predicts no and low spirits category growth from current $100m to $500m RSV in Western Europe by 2024. New Europe-wide Bacardi ‘Less is More’ campaign will help bars, retail and e-commerce partners tap into this booming sales opportunity The ‘mindful drinking’ trend has accelerated this year – one in three (36%) across UK, France and Germany plan to drink non-alcoholic cocktails or ‘less but better’ this holiday season. Bacardi tapping into trend with a much-loved portfolio of mindful drinks including MARTINI Non-Alcoholic Aperitivo, MARTINI Fiero vermouth and ST-GERMAIN elderflower liqueur

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 2024.

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 home.

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