When the Prohibition Act was in force in 1919-1932, alcohol could not be sold in Finland. Unlike now, people were not free to choose for themselves. Fortunately, times have changed and now we all have the freedom to decide whether to go non-alcoholic for a change or to stay completely tip-free.

While 82% of consumers who drink alcohol already choose a non-alcoholic drink over an alcoholic alternative in their daily lives, up to 64% of Gen Zers in the US say they have not had a drink in the last six months. The figures are staggering - especially when we consider how few non-alcoholic customers are included.

So far, many discussions on alcohol abstinence have been 0% fact and 100% opinion. If you ask us, premium non-alcoholic beverages and the customer who consumes them deserve more credit than ever before. Facts matter.

Non-alcoholic beverages are currently the fastest growing segment of the beverage industry, which is why large alcohol companies are competing for investments in non-alcoholic players. In the US, off-premise sales of non-alcoholic beers, wines and spirits have grown by 67% since 2022, while the European non-alcoholic wine and beer market jumped to well over €8.6 billion.

During the 2024 UEFA European Football Championship, UK retailers achieved the highest ever sales of non-alcoholic spirits, beer and cider outside the festive season - even surpassing Dry January. This trend is driven by a growing interest in health and well-being: 40% of consumers worldwide say they want to reduce their alcohol consumption, simply for health reasons.

Millennials and Generation Z are at the forefront of driving the non-alcoholic and functional drinks market forward. Now more than ever, people want to try new non-alcoholic options that offer a taste experience on par with traditional alcoholic beverages, and that are suitable for the same social situations. In Finland, in the Helsinki region alone, it can be estimated that there are more than 470 000 potential consumers of non-alcoholic beverages.