Health-conscious consumers make alcohol brands rethink their product line

Brands are offering new products which are low on alcohol, sugar and preservatives and cater to the growing 'sober curious' movement

Health conscious consumers are changing the narrative of the alcohol industry. From Smirnoff to Kingfisher, brands are sizing up their zero-alcohol offerings, with an extended range of products and an advertising pitch that aligns more closely with an alternative lifestyle. The new products are low on alcohol, sugar and preservatives and cater to the growing ‘sober curious’ movement, a cross-generational lifestyle choice that was nurtured in the US, but has since spread worldwide.
 
Sharang Pant, Head-Retail Measurement Services and Retailer Vertical, South Asia, Nielsen Global Connect says, “Non-alcoholic malt drinks is an emerging segment, growing rapidly. It is targeted