Strategy and Design matters

In the no and low alcohol world, a brand's success is not just about the quality of the product but also about the strategy and marketing behind it.
A successful launch requires careful planning that communicates not only what the brand lacks but, more importantly, what it brings to the table.
To delve into this crucial aspect, I interviewed my friend Peter Thickett, a design and strategy expert and founder of Sober Futures, an editorial platform exploring the future of the nolo category.
With his extensive experience in brand strategy, Peter shares valuable insights on how to stand out in an increasingly crowded market and the future trends that could reshape how we perceive and consume no and low alcohol beverages.

Could you briefly introduce yourself and share what sparked your passion for the nolo world? What drives you in this space?

Hi readers – I’m Peter, a brand strategy and innovation specialist, working primarily across drinks, luxury, and lifestyle.
I’ve been following the evolution of the no & low category for some time now, but it was only after stopping drinking at the start of the year that I decided to commit myself to the topic.
Alongside my work as a Senior Director at TRIPTK, I run an editorial platform called Sober Futures where I write and curate perspectives on the category and its potential futures.

Given your experience as a Senior Strategy Director, particularly in the beverage industry, what advice would you offer to a startup entering the nolo space? What key challenges and opportunities should they be aware of?

The landscape is becoming increasingly crowded, which makes the importance of brand storytelling paramount. Whilst developing genuinely delicious liquids designed for adult drinking occasions is essential, the mythology that is built around this is key.
Heritage, provenance, personality, and attitude are all required to turn an excellent liquid into a brand that people will love, and come back to again and again.

Which nolo brands do you admire the most in terms of brand positioning, and why? Are there any specific strategies or elements of their branding that you find particularly effective?

Many brands are positioning themselves primarily through the lens of absence (e.g. zero, no) – which can limit value perceptions.
The brands that I admire most are proudly expressing what they ‘add’ to the drinking occasion, as supposed to what they lack.
Botivo has nailed this – positioning themselves as a drink for ‘pleasure’ rather than moderation, combining this with a joyful, effervescent brand world that’s genuinely inviting.
I’m also a big fan of Muri, whose imaginative cuveés are the perfect conversation starter at the dinner table. Whilst they sit firmly within the wine occasion, they are defiantly not attempting to be a wine-replica.
It’s this type of bold originality that I look for.

Based on your experience in market and brand strategy, what trends do you foresee in the nolo industry over the next few years? How do you see the market evolving, and are there any emerging technologies or cultural shifts that you think will play a significant role?

The rise or weight-loss drugs like Ozempic are going to be a potential game-changer – as one of the side effects is a loss of desire to drink alcohol.
If adoption of these drugs trends in the way we expect, this will likely supercharge more moderate drinking behaviours, and give rise to a wealth of ‘small-format’ innovations. 

The rise of mood-enhancing drinks (with adaptogens, CBD, nootropics) won’t have gone unnoticed to most.
As legislation around the use of once prohibited substances continue to loosen (THC, mushrooms), we could see a whole new category of drinks, that hyper-target different desired moods and feelings, emerge.

My preferable future is a world where non-alc consumption is no longer positioned primarily for the sober consumer – but rather, becomes normalised in mainstream drinking culture at large. We’re already seeing this come to life in ‘switching’ behaviours – where consumers alternative between alc and non-alc on nights out – and more equitable non-alc options on drinks menus.
I see a world where ethanol is just one of many substances within a consumers consideration set – and not simply the default.

In your opinion, what are the key factors in evaluating whether a nolo company or startup is well-positioned in the market? What are some common pitfalls that companies should avoid?

Distinctiveness, a clear sense of occasionality, and a razor sharp view of who your consumer is.
Don’t go so niche that your proposition is impossible to comprehend, and if there are more novel or unknown elements take the time to educate trade and the drinker.

Currently, most nolo beverages like kombucha, proxies, and spirits are targeted at a higher-end, trend-conscious consumer. Do you think these products will eventually break into the mass market, or will they remain a niche category? What strategies could help nolo products reach a broader audience?

All of these drinks have the potential to crack mass-market – though, like any emergent category, this will take time.
I like to think of how, in the UK, you could only buy olive oil in a pharmacy for skin and hair 50 or so years ago – and now it is a household staple.
All of these drinks have the taste credentials to appeal to a broader consumer base – though to speak to this audience, brands will need to start to lean away from positionings which are overly sincere.
Again – Botivo is doing a good job of this, by playing in a space which feels fun and playful, without diminishing their craft credentials.

Have you ever worked in Italy? How do you perceive the Italian market and its producers compared to the rest of Europe and the world? Are there specific opportunities in the Italian market that you think nolo startups could capitalize on? Any advice for an Italian nolo startup?

I’ve worked extensively in Italy, consulting for drinks, fragrance, and watch brands.
As a universally loved culinary hotspot, Italy – as a country, and as a brand – has powerful equity that producers can leverage.
Made in Italy is a badge like no other, and should be fully capitalised upon.
It’s a shortcut to denoting quality, artisanship, and superior flavour. A true asset to foreground.

How important do you think sustainability is for nolo brands today? Do you see it as a key factor in driving consumer preference and brand loyalty?

Attitudes towards sustainability in the no and low space likely mirror what we see in other categories – it is a nice to have, but rarely entirely drives consumer preference.
That being said, when designing a product from the ground up, we have the opportunity (and responsibility) to build better.
All new to world brands should be putting sustainability – across both people and planet – at the heart of their innovation process.

That’s all folks,
and thanks again to Peter for his fantastic point of view.