The latest in Low and No in the on-trade

The most vibrant and rapidly-evolving category in drinks right now might just be Low and No, with real change in the UK on-trade in recent years. Operators are building proper offerings, no longer relegated to the end of the drinks list, and making good use of the growing selection of top-quality products out there.

“What was once seen as a trend or a fad for so many, is now very much an integrated part of drinks culture,” says Camille Vidal, BCB’s No and Low ambassador and founder of La Maison Wellness. “Given the fact that people are going out less, we want to ensure that there are options for everyone, to encourage people to show up in different moments and create more points of contact and opportunities. There's an amazing opportunity to create new drinking occasions, like a non-alcoholic cocktail for an afternoon lunch meeting, to attract more people and sell more.”

It’s about having no assumptions, making clear what options are available, and normalising these, says Vidal, who suggests welcoming guests with something like: “Would you like to start with something alcoholic or non-alcoholic today?”

This makes room for zebra striping too – alternating between drinks with or without alcohol – she adds. “You’re removing the pressure of having to commit for the entire evening.”

This change in guest behaviour has influenced the approach at The Newman, says the London hotel’s head of food and drink Eder Neto. “People aren’t just choosing Low and No as a substitute – they’re moving between full-strength and zero-proof serves across the same occasion, which has pushed us to think about pacing, balance and how drinks sit alongside each other across a full visit.”

At The Newman’s Gambit Bar, non-alc options have equal visibility on the menu with their alcoholic counterparts. “It signals to guests that it’s been given the same level of care and consideration, and has been key to ensuring the drinks feel like a genuine part of the overall experience, not a compromise.”

There’s a similar philosophy at London restaurant Sino, where founder Polina Sychova agrees that there’s been a shift in what guests are looking for. “They now expect the same level of thought, balance and presentation as they would from an alcoholic drink, and we see this as part of a wider shift in how people want to experience restaurants – more mindful, more balanced, but still special,” she says.

There are those, such as Sprout in London, who are integrating their Low and No offering into the venue’s broader concept. “Because our approach is already rooted in fresh produce, herbs, and seasonality, Low and No feels like a natural extension rather than a separate category,” says bar manager Dominic Royle. “They are one of the clearest ways to express seasonality, creativity, and a modern approach to hospitality.”

That approach has never been more relevant, believes Paolo Pellegrino, head sommelier at Franco's. “A key driver is the younger generation, who tend to be more health-conscious and mindful of lifestyle, sleep, fitness and mental wellbeing. For them, drinking is less central to social life than it was for previous generations, which has accelerated the growth of Low and No as a mainstream, permanent category rather than a niche alternative,” he says.

“A few years ago, the category was largely defined by alcohol-free versions of existing spirits, and if a product didn’t fit neatly into that space, it was often harder to place on a menu – but that’s changed quite significantly,” says Tim Blake, co-founder of non-alcoholic spirit brand Crossip. “There is now a much broader acceptance of flavour-led products that don’t try to mimic anything else, and bars and restaurants are starting to see Low and No not just as a requirement, but as an opportunity to create interesting drinks and give people more reasons to visit.”

For Paul Mathew, founder of non-alcoholic aperitif brand Everleaf, visibility of the category has been one of the biggest shifts in recent years. “Non-alcs have become more clearly displayed on back bars and menus, and there are more of them – a strong Low and No menu should have as much diversity as the main list, and really show that a venue is considering all their customers,” he says. “Bartender confidence and pride in the category has grown a lot too, which I think has come through better awareness and education, along with brand advocacy and having brands with great stories to share. I’ve also seen a lot more bartenders who are moderating, or abstaining entirely themselves, so they’ve been great champions for the category.”

The reasons for improving your selection are highly practical too. “It might not be reflected in your non-alc drink sales, but there’s plenty of data to support the fact that the average spend on food and alcohol also goes up if you have a good non-alc list,” adds Mathew. “If you just have one non-alc cocktail on the list, the group might leave after one. You want the non-drinkers and their friends to hang around.”

What’s undeniable is that the range of products available, and their quality, has improved significantly. “The advancements in technology and innovation have meant we've seen a serious improvement in production techniques and the standard of product across the board,” says Noah Villeneuve, national portfolio ambassador for specialist non-alcoholic drinks agency Kore Drinks. “There’s so much amazing stuff on the market now. You can absolutely find the perfect products for your style of venue, aligned with your values, flavour profiles and overall ethos.”

There are a number of considerations, says Villeneuve. “We need to cater for different palates present, with wines, cocktails, functional drinks and more, and consider how these things will match with the food on offer, as well as ambience and overall venue style.”

“We’re drawn to products that have their own identity and can sit alongside food in a meaningful way, and there’s a lot of interesting work happening in this space,” says Sychova, adding that the restaurant also produces a number of elements in-house too. “It’s important to think beyond substitutes and focus on flavour, texture and pairing.”

Neto, too, appreciates the way that the broader category has evolved. “The rise of non-alcoholic spirits, aperitifs and functional ingredients has opened up new flavour profiles and techniques, allowing us to push beyond simple Highballs or fruit-led drinks into something much more considered and cocktail-led.”

“There are no excuses now, with some really amazing products out there, so it’s really about creating an exciting selection,” agrees Vidal. “We're really putting the focus on flavour, craft and origin. I’m so excited for the conversation to not be about these being alternatives to alcohol, but something delicious that, regardless of whether you're drinking or not, you should be trying. There are products being made with incredible botanicals, with amazing fermentation, maceration and distillation, and with amazing techniques to remove alcohol or ferment in a way that doesn't involve creating alcohol in the first place.”

Some categories, for Pellegrino, are proving to be more promising than others. “Spirits-style and aperitivo products – things like alcohol-free vermouths and bitters – are definitely leading the way, because they’re easier to recreate convincingly, relying on botanicals, bitterness, sugar, and acidity, which can be built without alcohol,” he says. “That’s why serves inspired by classics like the Negroni or Spritz translate quite well into Low and No formats, and still feel complete in a bar setting.”

The overall increase in quality has an impact on the style of serve too, Blake believes. “With high-quality liquids, bartenders don’t need to overbuild drinks. Simple serves can deliver just as much impact, while being easier to execute and more consistent in a busy bar environment,” he says. 

Photo credits: James McDonald