This article first appeared in The Grocer written by, Harry Wright, Strategy Director from our London studio.
“This is it, this is happening.” The six words we’d been waiting for. In August, around 14 million of us joined the Ticketmaster queue to try and grab an elusive ticket to a reunited Oasis. Whatever your thoughts on Ticketmaster’s user experience and dynamic pricing structure, the scarcity of tickets for the band’s reunion tour and the astronomic demand meant the odds were always stacked against us.
While the long-awaited news has sparked strong emotions among fans, the reunion has also provided pockets of opportunity for brands. And that’s particularly true of the low and no-alcohol sector.
It’s been 30 years since Oasis released Cigarettes & Alcohol. A lot has changed since then, especially when it comes to consumer relationships with the aforementioned, highly taxable goods. Though everyone and their dog seems to be puffing away on some sort of vaping device these days, what’s most interesting is the rise of the sober-curious movement – which is completely at odds with the lifestyle the Gallagher brothers portray.
Some fans may not be old enough to remember their riotous off-stage escapades in the 90s, but many will have seen the clip of Liam indignantly asking Radio 1 DJ Greg James: “What is the point of going for one?” If you didn’t, here it is. He concluded his argument by saying: “If we’re gonna go out, we’re gonna ‘ave ‘undreds.”
Yet, according to a report conducted at the tail end of 2023 by Portman Group and YouGov, we are entering a new era of mindful consumption. Sixty-four per cent of UK adults have tried low and no-alcohol products, which is up from 59% in their 2020 survey.
And one-third of UK drinkers now consume low and no alternatives on a semi-regular basis. Not only that, but IWSR reported the overall low and no segment showed volume growth of 47% from 2022 to 2023, and forecasted a CAGR of +19% from 2023 to 2028.
Thanks to this broadening consumer base, we are now awash with low and no-alcohol alternatives. In a conversation with The Spirits Business earlier this year, Ben Branson, the founder of non-alcoholic spirit brand Seedlip, said he believed more than 1,000 new low and no brands had launched globally since 2020.
The increasing diversity of options may be beneficial for consumers, but it’s becoming difficult for brands to stand out as the number of competitors rises. One brand that does stand out is Lucky Saint. With its beautifully crafted branding and clever experiential marketing tactics, including a designated London boozer and partnerships with sports events, it’s a brand that’s contributed to the 23% of UK drinkers who’ve reduced their weekly consumption through lighter alternatives.
Now, clearly we can’t all be Lucky Saint, but could low and no brands leverage the Oasis reunion to stand out from the crowd? Definitely maybe.
Contextual relevance is key when connecting with your target audience in an authentic way. To do that, you have to dive deeply into their needs, desires and aspirations.
It’s not enough that consumers are more interested in low and no alcohol alternatives, and there just happens to be a buzz around an upcoming tour. Brands must understand why these seemingly diametrically opposite themes reveal more about UK audiences than simple preferences.
The most interesting insight within Portman Group and YouGov’s study was the changing consumer attitudes towards social events, interpersonal relationships and harm reduction. Twenty-seven per cent of respondents used low and no alternatives to minimise health concerns, while a large proportion simply wanted to use them to socialise with others without the risk of ruining or not remembering the night by drinking excessively.
Here lies the opportunity for low and no brands to tap into their audience in a highly culturally relevant way. The wait is over, but with the scarcity of tickets and lack of streaming coverage, this might be our only chance to see the Oasis boys in action.
Low and no-alcohol brands should demonstrate they understand their audience by tapping into their inherent need to feel like they’re a part of something bigger than themselves. By addressing their desire to be immersed in social inclusion and interaction without the effects of alcohol, brands can recognise growing consumer aspirations to enjoy in-person experiences in ways that won’t negatively impact their health.
To put it simply, they should inspire audiences to remain lucid enough to fully immerse themselves in the Oasis reunion, rather than running the risk of overdoing it – turning the occasion into a Blur and spending the rest of their lives looking back in anger.
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