Zero proof, full potential: Lo/No alcohol is reshaping global beverage culture

Non-alcoholic drinks – lo/no alcohol, if you’re an insider – has emerged as a rather fascinating new category. Not just because it’s unexpected or that the category is growing (and it is quite rapidly), but because of what it says about us. About where we are, culturally and emotionally.

We’ve swung between extremes. From the “greed is good” era, where indulgence was the measure of success, to the hyper-austerity of ‘diet everything’, where every calorie and carb was a moral decision. And now, here we are in 2025, settling into something more balanced, maybe even a little contradictory: a world where moderation is suddenly chic.

You can blame wellness, burnout, Instagram, or even the price of a decent night out – but whatever the cause, there’s something deeper going on. 

People still want the ritual of drinking, but not always the alcohol. They want flavor, complexity, and occasion, without the brain fog, the sugar crash, or the side-eye at work the next morning.

Is that progress? Or are we just really good at rationalizing? Either way, it’s a sign of the times.

To better understand this shift, I spoke to three founders from three very different countries – places you wouldn’t necessarily associate with non-alcoholic alternatives:

• A region where alcohol is restricted but luxury is expected: the UAE
  

• A country where alcohol is legal, but advertising it isn’t: India
  

• And a proudly wine-loving nation that’s now asking, “What else is out there?”: Australia
  

What I found most compelling is how this category is expanding not just because of health or sobriety, but because it’s answering very different needs across contexts. Whether it’s about ritual, social inclusion, better choices, flavor, identity, it’s no longer a curiosity or a niche. Non-alcs have managed to carve out their own space and have dug in.

Over the next three weeks, we’ll explore:

• The UAE - How Erika Doyle built Drink Dry, a premium non-alc marketplace, in a region where drinking itself is taboo, but taste and occasion still matter.
  
  

• India - Meet Amarnath Chowdary, founder of Dry Drnks, who’s pioneering a new category in a country full of cultural nuance and legal grey zones.
  
  

• Australia - Step into the kitchen with Aaron Trotman, the founder of NON, who’s building a flavor-first, culinary approach to drinking, but NON-alcoholic
  

Three founders. Three regions. One global shift.

Let’s start with the UAE.

Drink Dry is redefining premium non-alcoholic drinking in the UAE

Erika Doyle is the founder of Drink Dry, the UAE’s first premium marketplace for non-alcoholic beverages, offering curated, alcohol-free wines, beers, and spirits to a growing number of consumers who want the ritual without the repercussions.

In this conversation, Erika shares how she built a brand in a category that barely existed, what the major hurdles have been, and how mindful drinking in the UAE is less about abstinence – and more about access, elegance, and emotional intent.

 Read on for some fascinating insights about the category in the region.

GourmetPro: Could you tell us a bit about Drink Dry and how the UAE became your base?

Erika: I started Drink Dry five years ago, after moving to Dubai six years ago. It took about 12 months to get everything in place before we officially launched the business. The idea was born out of a very simple but very personal consumer frustration: I just couldn’t find anything decent to drink that wasn’t alcoholic. There was nothing in the market.

We began importing premium non-alcoholic products from Europe and the UK in 2020 and launched as an e-commerce platform. And funnily enough, COVID-19 actually helped. The e-commerce ecosystem here really matured during the pandemic. Last-mile delivery improved, consumers got used to ordering online, and many didn’t go back.

Today, we've grown far beyond online. We now supply to supermarkets, hotels, restaurants, and on-premise locations. We’re in over 650 venues across the UAE, with a wide portfolio – from non-alcoholic beers and wines to spirits and mixers.

GP: How big is the non-alcoholic beverage market in the UAE, and what’s the growth potential?

Erika: It’s much bigger than people think. There’s a general perception that non-alcoholic beverages must be niche here because alcohol itself is restricted. But that’s completely wrong.

When we launched, we had to prove there was a market. But over the past five years, we’ve seen consistent, solid growth. Globally, this is one of the fastest-growing beverage categories, and the UAE is no exception. What’s fueling it is a real shift in lifestyle choices: people want to be more conscious about how and what they consume.

In the next 5 to 10 years, I see exponential growth, especially in the premium segment. And as more brands enter the market and consumer awareness increases, that growth will only accelerate.

GP: What trends are shaping the non-alc space in the UAE right now?

Erika: The first one is health consciousness. That’s a global trend, of course, but it’s particularly strong here. People aren’t necessarily drinking less; they’re just drinking better. They want options that don’t compromise on taste, experience, or quality.

The second is mindful drinking. A lot of our consumers still love socializing, but they don’t want the downsides of alcohol. That’s especially true for young professionals who want to be sharp, productive, and well the next morning.

The third trend is premiumization. People don’t want sugary mocktails anymore. They want something they can sip and savor. And now, with premium non-alcoholic options available at restaurants and bars, it’s becoming part of the regular menu, and not just a request.

GP: Who are your consumers? How do you segment your audience?

Erika: Early on, we made the mistake of looking at our audience demographically – age, gender, nationality. That didn’t work. Our customer base turned out to be far more diverse.

What did work was looking at mindsets and lifestyle profiles. And we now have five key consumer segments:

1. Fitness & physical well-being enthusiasts: People who are highly active and want to maintain a clean lifestyle while still enjoying social drinks.

2. Wellness-focused consumers: Those who care about what goes into their bodies, preferring products made without additives or artificial ingredients.

3. Young professionals: Career-driven individuals who want to stay sharp and productive without dealing with hangovers.

4. Expectant mothers (and their partners): Pregnancy naturally drives people to seek non-alcoholic alternatives. And what’s interesting is that many of them continue drinking non-alc after the pregnancy. It becomes a lifestyle habit.

5. Parents: Particularly those with young children; parenting is hard enough without the added challenge of alcohol-related fatigue.

One important note: we don’t market to people in alcohol recovery. That’s an ethical boundary we don’t cross. Some of these drinks could be triggering, and it’s not our place to position ourselves in that space.

We also don’t specifically target people who abstain from alcohol for religious reasons.

GP: What have been the biggest challenges you’ve faced in growing this segment?

Erika: One big one is price perception. People sometimes ask, “Why is this bottle the same price as (or more than) its alcoholic counterpart?” And it’s a fair question if you don’t understand the category.

What many don’t realize is that removing alcohol from a drink adds a step to the production process, which costs more. Plus, these aren’t mass-produced sugary drinks. They’re made with high-quality ingredients using advanced techniques.

In some countries, including parts of the Middle East, non-alcoholic drinks are taxed more heavily than alcohol, which only adds to the pricing challenge. That’s something that definitely needs to change.

Another challenge is the slow uptake from F&B operators. The demand from consumers is already there. But restaurants, hotels, and bars have been slower to adapt. They often don’t give the category the seriousness it deserves. The ones that do, though, see immediate benefits – better customer experience, higher spend per table, and repeat visits.

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GP: How do you manage positioning in a region known for both tradition and luxury?

Erika: Our strategy is very deliberate. We don’t sell non-alc as an “alternative” to alcohol. We sell it as a premium beverage in its own right. That’s crucial.

A lot of people assume that if you don’t drink alcohol, you must want something that tastes like alcohol. But that’s not always true – especially for people who have never consumed alcohol to begin with. They don’t have a palate for it, and they may not even relate to the idea of ritualized drinking.

Interestingly, our easiest customers are people who used to drink alcohol and stopped – whether temporarily or for good. They understand the rituals, the flavor profiles, and what they’re “missing”, which means they’re quicker to appreciate a really good non-alcoholic wine or spirit.

GP: What tactics have worked best in expanding reach and awareness?

Erika: Product positioning, first and foremost. We don’t hide the fact that these are alcohol-free, but we also don’t lead with it. We lead with taste, brand, and quality.

The second is accessibility. We’re now available in over 650 locations, from retail to on-premise. That level of availability normalizes the category. You see it at your favorite restaurant, you pick it up from your local supermarket, you order it online, it becomes part of everyday life.

We also work hard to educate retail staff and servers, so they can explain the products properly. Because when someone tries a great non-alc for the first time, the product sells itself.

GP: Within your portfolio, which product categories are performing best?

Erika: In terms of volume, non-alcoholic beers are the biggest. They’re familiar, affordable, and often an impulse purchase. A customer might grab one just to try it out.

But in terms of value, non-alcoholic spirits are growing the fastest. They’re at a higher price point, but offer multiple servings per bottle and can be used in cocktails. So they’re a smart investment for both consumers and venues.

Sparkling wines also do really well. They tap into the celebration ritual, and people already associate them with special moments.

GP: How do you see the category evolving in the next 5-10 years?

Erika: I think we’re just scratching the surface. There’s still a long way to go in terms of consumer education, distribution, and flavor innovation, but the trajectory is clear.

Mindful drinking isn’t just a trend anymore, it’s increasingly becoming the norm. And premium non-alc options are going to become the norm, not the exception. As more global brands enter the region, and as more local consumers demand quality and choice, I think the Middle East could become one of the most exciting non-alcoholic markets in the world.

Want to explore opportunities in
non-alcoholic beverages in the UAE?

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