There is no one-size-fits-all answer to this. On the face of it, there are some obvious answers - those who don’t drink for religious reasons, life circumstances or health conditions - but beyond those sit more nuanced motivations.
Alcohol is a part of many people’s lives, particularly those of us in Britain for whom it is central to our culture and our routines. Pairing these cultural norms against growing interest in our health and wellbeing has driven a dramatic increase in those looking to moderate their alcohol consumption - ⅓ of UK adults citing look to drink less - however those same people also don’t want to feel that they’re compromising when doing so.
From talking to our customers, we know that alcohol alternatives - whether they be wines, beers or spirits - play an important role in ensuring that those consuming them feel involved and engaged when they are choosing not to drink on social occasions. The ritual and the process of choosing a bottle of wine, opening it and pouring a glass are often as important and as enjoyable as the feeling that one gets from the consumption of it.