Demand for soft drinks is not limited to Dry January. More and more young, health-conscious Italians and Europeans are choosing to moderate or eliminate alcohol consumption throughout the year. According to a recent Eurostat survey, the percentage of young Europeans (18-34 years) who regularly drink alcohol has fallen to 58%, compared to 70% two decades ago. Even among those who continue to drink, the trend of “zebra-striping” – alternating alcoholic and non-alcoholic drinks – is growing. In Italy, the Istituto Superiore di Sanità has begun to promote greater awareness of the risks of excessive alcohol consumption, suggesting more detailed labels on harmful effects, including carcinogenic ones. This trend has also been picked up by industry giants. Campari, for example, has launched non-alcoholic versions of its classic aperitifs, such as Spritz and Negroni, while Martini has developed a range of non-alcoholic wines and vermouths.
Italian consumers, known for their b2b email list appreciation of quality, often complain about the high prices of these alternatives. On average, a non-alcoholic aperitif can cost around 30-35 euros per bottle, which is considered high for an alcohol-free product. According to research conducted in Italy by the Osservatorio Bevande, 40% of respondents believe that soft drinks should cost “significantly less” than traditional ones. Peer pressure also continues to be an obstacle. In a European survey conducted by Heineken and the University of Oxford, 12% of respondents said they felt judged for choosing a soft drink. However, brands are trying to change this perception. Heineken 0.0% has become an official sponsor of Formula 1, while Peroni has launched targeted campaigns for its non-alcoholic beer in Italy, positioning it as a modern and healthy choice.
There is no shortage of innovative examples in the sector. In Great Britain, the Lucky Saint brand opened a pub in London dedicated to alcoholic and non-alcoholic beers, attracting the attention of curious consumers. In Italy, some wine producers, such as Mionetto, are investing in advanced technologies to develop alcohol-free wines that retain the original taste. However, producing quality non-alcoholic wines remains a technical challenge. While non-alcoholic beer accounts for around 90% of sales in this sector, non-alcoholic wine and spirits remain far behind, with wine representing only 7% of the global market.