Will 2026 be without alcohol?
- Claire Brunaud
- Dec 18, 2025
- 1 min read
In a European beverage market shaped by moderation, health-conscious choices, and new consumption occasions, one question keeps coming up:
Will no/low alcohol become the new standard by 2026?
From non-alcoholic beers to alcohol-free spirits and functional drinks, the signals are no longer anecdotal, they are measurable, on-trade, and already visible in key European markets.
Because bars, restaurants, and hospitality venues reflect real consumption occasions and emerging behaviors, on-trade data offers a powerful lens to understand how demand is evolving.
That’s exactly what our new ebook“Will 2026 be without alcohol? Understanding the transformation of the European beverage market” sets out to explore.
What you’ll find inside the ebook "Will 2026 be without alcohol?"
Why no/low alcohol is no longer a niche, but a structural shift in Europe
How consumption occasions (business lunches, weekday afterworks, wellness moments) are reshaping demand
Where growth is already visible, with on-trade insights from France and the UK
Why premiumisation plays a key role in no/low success
The key strategic questions beverage brands must ask before moving forward
This ebook doesn’t predict the end of alcohol. It helps brands understand how moderation, alcohol-free alternatives, and value-driven innovation are redefining growth in the European beverage market.
Whether you are a beverage manufacturer, brand leader, innovation team, or foodservice player, this read will help you take a step back, structure your thinking, and better anticipate what’s coming next.
Discover the ebook and understand how drinking habits are evolving, before they become the norm.
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