A recent Datassential report,” Cold Beverage Drinking Habits in Europe,” highlights a notable trend: consumers across France, Germany, Italy, Spain, and the UK are increasingly shifting toward non-alcoholic options. Released in December 2024, the report underscores the rising interest in alcohol-free drinks.

During Dry January, a month-long challenge that encourages abstaining from alcohol, it’s the perfect time to explore the vast array of non-alcoholic beverages available. Whether you’re a foodservice professional exploring healthier options or an operator (bar, cafes, nightclubs) seeking to expand your offerings, the demand for alcohol-free options is worth tapping into.

The Non-Alcoholic Trend

In recent years, interest in alcohol-free beverages has been growing, and his “new sobriety” movement encourages mindful drinking, allowing consumers to enjoy the taste and social aspects of a drink without the potential drawbacks of alcohol. As a result, the market has seen a surge in diverse and sophisticated options, like mocktails and alcohol-free beers, which are gaining traction among the “sober curious.”

Mocktails: The Craft of Non-Alcoholic Cocktails

The term “mocktail” comes from the word “mock,” meaning to imitate, and these drinks are crafted to emulate the complexity and enjoyment of traditional cocktails. Previously known as “virgin” versions of popular cocktails, prepared identically except for an alcoholic component, mocktails have evolved into refined concoctions. Today, premium alcohol-free craft cocktails are created using plant-based ingredients such as teas, herbs, and flowers, which add depth and complexity to the flavours. An interesting example of such innovation is a citrus blend mocktail with lemongrass, fennel, thyme, bay leaf, and olive brine—offering a layered taste experience akin to classic cocktails.

Alcohol-Free Beers: Brewing Innovation

Another significant trend is the surge in alcohol-free and low-alcohol beers, driven by European consumer demand. Technological advancements and improved brewing processes now allow for high-quality, de-alcoholized beers that maintain rich and diverse aromatic profiles. Popular styles such as IPAs, stouts, and sours are now available without alcohol, expanding their reach to broader audiences. Initially more common in Europe, especially Germany, American craft breweries are now embracing this trend, balancing non-alcoholic offerings with flavours using bitter spices and hops.

Timeless Classics: Traditional Non-Alcoholic Cold Drinks

While the rise of alcohol-free innovation continues to capture attention, traditional non-alcoholic cold beverages remain staples in Europe’s drink culture, offering a mix of refreshment and familiarity. Here’s a closer look at some enduring favourites:

• BOTTLED WATER: A quintessential choice across Europe, bottled water is particularly popular in France, Italy, and Germany, where both mineral and sparkling varieties dominate. Its appeal extends to dining out, with increased consumption noted among Spaniards and Italians. In fact, 28% of Spaniards reported drinking more bottled sparkling or mineral water at bars or restaurants compared to a year prior.
• SOFT DRINKS: A category that continues to thrive, soft drinks are the top choice in the UK. They hold a significant place both at home and when dining out, with a remarkable 95% of Britons surveyed regularly consuming soft drinks at home.
• FRUIT JUICES: As the third most consumed cold beverage in European households, fruit juices hold a strong position, especially in Spain where 92% of people enjoy them at home. Notably, 65% of Spaniards surveyed plan to maintain their current levels of fruit juice consumption at home over the next six months.

These classic beverages highlight the enduring preferences of European consumers, proving that even amidst evolving trends, familiar favourites remain a key part of the beverage landscape.

Manufacturer Adaptations

The surge in consumer interest in alcohol-free trends has prompted manufacturers to innovate, creating premium alcohol-free spirits resembling the flavours of gin and whisky. The wine industry has also adapted, offering non-alcoholic versions of favourites like Cabernets, Bruts, and Chardonnays.

Whether consumed at home or restaurants and bars, the variety of non-alcoholic beverages continues to grow. In the UK, 29% of consumers have tried non-alcoholic cocktails and like them, and another 22% found them interesting, highlighting the ongoing shift towards moderation and mindful drinking.

Dry January presents an excellent opportunity to explore this diverse world of non-alcoholic beverages. From refreshing mocktails and meticulously brewed alcohol-free beers to traditional bottled water and fruit juices, there is no shortage of options for those seeking flavourful and enjoyable alternatives. As interest in mindful consumption grows, more innovations in non-alcoholic beverages are to follow, enriching our experiences and encouraging healthier lifestyle choices year-round.

Maryline Guilleminot is the Europe Marketing Manager at Datassential.

Want more insights on how and when European consumers indulge? Read about the 10 beverages trends to know in 2025 or check out the cutting-edge food and beverage trends from Europe.