IWSR

The IWSR (International Wine and Spirits Record) is a premier industry tracker, data provider, and forecasting firm specializing in the global beverage alcohol market. They provide comprehensive volume and value data, forecasts, and trend analysis across traditional alcohol and the rapidly expanding No/Low (NOLO) alcohol categories. Their broader market forecasting delivers critical market share projections and is frequently used to contextualize localized basket-level-scanner-data.

Key Insights and Projections

Overall No/Low Market

The IWSR tracks significant expansion in the NoLo space, driven by moderation and damp-drinking behaviors:

• Global Growth: The broader no-alcohol category is forecast to deliver over $4 billion in incremental growth globally by 2028.
• U.S. Market: The total U.S. no-alcohol market is projected to reach a valuation of approximately $5 billion by 2028, growing at an 18% compound annual growth rate (CAGR).

Premiumization Trends

IWSR notes that NoLo growth is heavily driven by premiumization across all segments, with premium-and-above price tiers expanding the overall dollar value of the category.

In the non-alcoholic spirits sector specifically, IWSR data highlights that the “premium-and-above” pricing tier commands the largest share of the market. This dominance is driven heavily by ongoing functional-premiumization strategies, as brands utilize high-quality packaging and complex formulations to justify premium retail pricing and offset challenging nolo-unit-economics.

Non-Alcoholic Beer

IWSR projections indicate that non-alcoholic beer will grow by 8% annually through 2029. According to their data, this trajectory will result in non-alcoholic beer overtaking traditional ale (which is sliding 2% annually) by 2029 to become the second-largest beer category worldwide by volume.