NON-stop innovation: Uncorking a new drinking culture in Australia

In the first two parts of this series, we looked at how the lo/no alcohol category is carving out a foothold in markets not traditionally known for their expansive drinking culture as well as their limited “grown-up” alcohol-free drinks.

We explored how new marketplaces are helping make 0.0% drinks more accessible, and how the heightened focus on wellbeing and new experiences are reshaping the drinks landscape in these countries.

But what happens when the market is traditionally steeped in drinking culture, yet its non-alcoholic alternatives are playing catch-up?

Welcome to Australia.

Australia knows how to drink. Its boozy reputation tends to enter the room before anything else, closely followed by its world-class wine credentials. So, the idea of non-alcoholic wine coming out of this country almost feels like an oxymoron.

And yet, it’s happening. A growing number of Australians are opting out of alcohol, whether for a night, a month, or for good. And it isn’t just those pesky convention-defying Gen Z kids, either. As we’ve seen in our previous pieces, cutting down alcohol cuts across various demographic groups, as consumers shift towards healthier lifestyles and look at coping in today’s always-on world. Let’s also not forget that cost-of-living pressures have affected F&B spending the world over. So folks are cutting back on non-necessities, often choosing to drink less, but better, including no/lo alcohol.

A growing market

I know I sound like a broken record at this point, but it still amazes me how popular the no/lo category has become. A 2024 IWSR study indicates that the global zero alcohol drinks market will grow by US$4 billion between 2024 and 2028. The no/lo alcohol category across 10 key markets (Australia, Brazil, Canada, France, Germany, Japan, Spain, South Africa, UK, US) is expected to grow by a CAGR of 4%, while the zero alcohol segment alone will grow at 7%.

The same study also found that the no-alcohol segment attracted more new consumers compared to its low-alcohol counterpart: an increase of 61 million buyers in 2024 vs 2022 as against the 38 million new consumers for low-alcohol across the 10 markets.

During 2018-23, no-alc wine consumption grew at a CAGR of 13% to 4.5 million cases and low-alc wines grew 21% to 3.3 million cases. During 2023-28, these two segments together are expected to increase by 5 million cases.

The US, UK, France, Germany, and Australia accounted for nearly three-quarters of the no-alcohol wine consumption globally in 2023, and all five markets are projected to see strong growth in the coming 5 years.

Australia, with its world-class wine reputation, is still young in the no alc wine space. But brands like NON are looking to change that.

I had the opportunity to taste NON a few months ago and was expecting something like a tapered-down wine. But what I experienced instead was something completely different, with distinct layers of flavor but also interestingly well put-together. There’s a lot of craft and effort going into creating these drinks, and the positioning of alcohol-free wine alternative… well, that term doesn’t do the brand justice.

So, naturally, I had to speak to the brains behind the brand, founder and CEO Aaron Trotman.

His approach to the brand and its product range highlights what might be the real evolution in this space: not trying to replicate what’s been lost, but innovating around what’s possible. While legacy winemakers tweak varietals and focus on removing alcohol, NON is doing something far more disruptive. They’re starting from scratch with flavor, structure, and purpose. And they’re really upfront about it, showcasing the ingredients on the front label. I also really liked the fact that the variants are just numbers! The brand has just launched NON 9, their red wine alternative.

And consumers are responding, especially those who want to trade up from sugary sodas and tired mocktails. They want occasion-worthy, ingredient-led drinks with taste integrity, but without the mental fuzz, empty calories, or social baggage.

I had a fabulous conversation with Aaron about how NON is smashing the rules of the game and how they are innovating for an evolving audience.

Watch the full interview:

The future of drinking is changing fast.
Let’s build the next big thing.

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