What's hitting the shelves? New beverage launches in low and no alcohol

By Rachel Arthur

- Last updated on GMT

Non-alcoholic spirits pioneer Seedlip announces its latest launch. Pic: Seedlip
Non-alcoholic spirits pioneer Seedlip announces its latest launch. Pic: Seedlip

Related tags Npd alcohol-free NABLAB non-alcoholic Innovation New product development

It's January: which means the spotlight is on the low/no alcohol category. From non-alcoholic sparkling magnums to alcohol-free IPAs, we take a look at some of the new beverages launching in the sector this month.

Wine Down

wine down 2

Apothékary has launched its red wine alternative, Wine Down, in the US.

Wine Down is an alcohol-free herbal tincture with ‘red wine vibes’. One dropper into sparkling water or juice ‘is enough to give yourself a deep relaxation and stress relief without the alcohol, sugar or hangover’.

The drink is designed to offer the similar relaxation and sleep-inducing benefits as a glass of red wine.

The liquid includes nervine relaxants (California poppy, blue vervain, L-theanine); berries for heart and immunity (elderberry, bilberry, tart cherry, hawthorn berry, beetroot); and black pepper and cinnamon.

Sparkling Magnum

cuvee blanc magnum

Berlin-based non-alcoholic wine Kolonne Null has launched its new Cuvée Blanc Sparkling Magnum in the US via premium non-alcoholic beverage retailer Boisson.

Cuvée Blanc Sparkling Magnum ($58 / 1.5L) ‘perfectly masters the balancing act between elegant acidity and creamy, fine bubbly texture, boldly staging this contrast’.

The drink features a blend of Burgundy grape varieties (Pinot Blanc, Pinot Gris and Chardonnay) from the 2021 vintage, which have been aged on the fine lees until summer 2023.

The sparkling magnum is the ‘ultimate sidekick’ for canapes as well as pairing well with seafood and dessert.

The strategic international partnership comes on the heels of Boisson’s recent bridge round of funding led by Pernod Ricard’s VC fund Convivialité Ventures.

Cuvée Blanc Sparkling Magnum is available online from Boisson and in-store in NYC, SF and LA.

Seedlip: Notas De Agave

seedlip inset

Non-alcoholic spirits pioneer Seedlip is introducing Notas de Agave: an elegantly crafted, vibrant blend of prickly pear, lime and agave flavors with notes of vanilla and citrus, complemented by a slight heat finish from the flavor of peppercorns.

Seedlip Notas de Agava is ready to tap into rising demand for both premium non-alcoholic spirits and agave-inspired spirits in the US, according to Diageo, which became the majority shareholder in the brand in 2019. 

Seedlip Notas de Agave is available exclusively in the US with a SRP of $32.99 per 700ml.

The launch is complemented by the brand's collaboration with actor Regé-Jean Page: which started with the 'Choose Different' campaign in October. 

Sessionable wine

nice wine

London-based wine startup NICE – a female-led team working on ‘making wine more inclusive and less intimidating’ – is launching its first ever, lower ABV session wine this month.

Made with Sauvignon Blanc grapes, NICE’s White Session Wine is dry, crisp, fresh, with a little wink of tropical citrus. Made with Merlot grapes NICE’s Red Session Wine is juicy, fruity, and smooth, with a little flash of spice.

Coming in at 3.4% ABV, three glasses of either NICE Session Sauvignon Blanc or NICE Session Merlot equate to imbibing the strength of just one glass of traditional wine. Furthermore, NICE Session has been developed to taste like a full-strength wine, not compromising on the taste profile and mouthfeel.

In the UK the no/low wine market is worth £146m, growing at 17% in the past year, according to KAM data.

Despite the development of low (7-10% ABV) and no-alcohol options, there is a white space for ‘sessionable’ wine (around 3% ABV), says the brand: highlighting that this sessionable point has been a big success for RTDs and beer.

Lucky Saint Alcohol-Free Superior Hazy IPA

lucky saint

Lucky Saint Alcohol-Free Superior Hazy IPA has launched in the UK: marking the second beer for the alcohol-free brand since it launched 5 years ago.

The brew took two years to research and develop, and joins the original Alcohol-Free Superior Unfiltered Lager.

Lucky Saint’s Alcohol-Free Superior Hazy IPA brings together New World Hops and California Ale Yeast, featuring the combination of classic US hops Citra, Mosaic, and Simcoe. The result is a juicy, hazy IPA with notes of tropical fruit, zesty citrus, and fresh pine.

The Hazy IPA uses only natural ingredients with no flavorings or additives, and is unfiltered to deliver maximum flavor and body with each can containing just 59 calories. 

Luke Boase, Founder of Lucky Saint, said: “Five years after the launch of Lucky Saint’s Unfiltered Lager, I am beyond excited to announce our Alcohol-Free Hazy IPA.

“I’m extremely proud of the IPA we’ve created, following two years of development. The ambition was to brew an alcohol-free IPA that captures the magic of new world hops, balanced with exceptional body and the perfect level of bitterness. Here’s to the next five years.”

Special Effects

brooklyn brewery special effects

Brooklyn Brewery has updated its Special Effects Variety Pack: featuring the debut of Special Effects Grapefruit IPA.

The new non-alcoholic brew – exclusive to the variety pack – provides ‘the perfect complement’ to the other beers: SFX Hoppy Amber, SFX Pils, SFX IPA.

The US brand's journey in the craft NA space began with the introduction of Hoppy Amber in 2019, which marked a significant step in the evolution of NA beers.

From that foundation, Brooklyn Brewery has continued to expand its offerings the last few years - with the introduction of Special Effects IPA in 2020, and with the launch of the original Special Effects Variety Pack in 2021, which was the first nationally distributed NA edition of its kind.

Special Effects Grapefruit IPA is crafted with ‘a delicious blend of sweet and zingy grapefruit flavors, ensuring that each sip is bursting with a bold aroma and a satisfyingly tart finish’.

Amaro Lucano Non-Alcoholic


Italian amaro brand Lucano is entering the US non-alcoholic beverage market with the launch of Amaro Lucano Non-Alcoholic (NA).

Embracing the essence of Italy's Mediterranean spirit, Amaro Lucano NA ‘retains the exceptional taste and complexity of its alcoholic counterpart’, according to co-CEO Leonardo Vena.

“Lucano's foray into the world of non-alcoholic spirits is a testament to our commitment to innovation while providing exquisite options for all consumers,” said Vena.

Amaro Lucano NA (less than 0.5% alcohol by volume) is a botanical spirit that is perfect for non-alcoholic and low alcohol cocktails. The spirit can be used at a 1:1 ratio as a replacement in drinks that typically use spirits like gin or vodka.

Amaro Lucano NA is now available through select retailers, bars, and restaurants across the US, imported with Kobrand Wine & Spirits.

Free AF Cucumber G&T

free AF

US brand Free AF is adding Free AF Cucumber G&T to its collection. 

Free AF's RTD cocktails are enhanced with Afterglow, a 100% natural botanical heat extract designed to mimic the warmth of alcohol. The drinks are also low in sugar, low in calories and gluten-free.

Cucumber G&T joins Paloma, Apero Spritz, Cuba Libre and VØD%A Spritz in the collection, which is available at Sprouts across the US. 

White Claw 0% Alcohol


White Claw is launching White Claw 0% Alcohol in the US this month

The ‘radically new beverage’ is designed to combine White Claw flavors with hydrating electrolytes while replicating the complexity of alcohol.

White Claw 0% Alcohol will come in four flavors: Black Cherry Cranberry, Lime Yuzu, Peach Orange Blossom, and Mango Passion Fruit.

White Claw’s research – conducted in November – found that 62% of people who drink alcohol were interested in participating in Dry (or Damp) January. And 81% of Gen Z and 78% of Millennials are interested in exploring a ‘sober curious’ or ‘damp’ lifestyle.

"The industry is ripe for disruption as demand for flavorful, non-alcoholic drinks is on the rise, but current options like excessively sweet mocktails, bland waters, and near-beers are disconnected from what today's adult drinkers want," said Phil Rosse, President, Mark Anthony Brands Inc.

"White Claw 0% Alcohol paves the way for an entirely new adult beverage.

"Our newest breakthrough​ completely reimagines the idea of drinking by delivering the first ever elevated non-alcoholic choice with the complex taste and feel of a real drink that only White Claw can deliver." 

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