#87. The Uncomfortable Truth: 4 Reasons Some Alcohol-Free Drinks Fall Flat
- Denise Hamilton-Mace
- May 9
- 5 min read
I recently had my national radio debut on the Ricky Brave show on BBC Radio 1 Extra. It was super exciting to be on the radio, and I can't wait to do more. But the first question Ricky asked me was: "Denise, not all alcohol-free drinks taste good, do they?"
And you know what? The honest answer is 'No', absolutely not.
But just like not all full-strength wines are winners, not all beers are brilliant, not all teas are tolerable, not even all pizzas are perfect, the same goes for alcohol-free options. It got me thinking about why this is such a stumbling block for many people exploring the low/no space, so today I want to dive into why some of them may be below par and why that doesn't have to mean death to the category.
Why The Industry Is A Mixed Bag
The low, no and light alcohol market is growing immensely, which is brilliant. But that means many new brands were jumping into the space. Some are here because they're genuinely trying to solve a problem. Others are here because they see an opportunity and are quite clearly jumping on the bandwagon.
Some drinks are made with care and quality ingredients and are handcrafted with love from a founder's desire to create something extraordinary. Others can feel like somebody has just grabbed some fruit juice and sugar, mixed it together, put a shiny label on it and said, "Look mum, I made an alcohol-free cocktail."
But that's okay! Not everything you find everywhere is going to be amazing. That's the nature of business and entrepreneurship. What's great is that ultimately, you get to decide who gets to keep a piece of that alcohol-free pie as you vote with your wallets.
4 Reasons Why Some Alcohol-Free Drinks Fall Short
1. Too Sweet
The first and foremost complaint I hear: some drinks are just too sugary. Why? In the early days, many producers attempted to replace the distinctive mouthfeel of alcohol (which coats the mouth and gives texture) with sugar. Without alcohol, drinks can taste flat or watery, and sugar was the easy fix.
But we as consumers have recognised that's not good enough and are now demanding better - and rightly so! If you're giving me something that tastes like a melted lollipop rather than a grown-up drink, then I'm sorry, but I'm off!
2. Lack of Balance
Without enough depth of flavour, complexity, or complementary ingredients that bring nuanced notes to the palate, drinks can feel unbalanced. They end up tasting flat, thin, too sweet, too sour, or too bitter.
Of course, this is subjective. I have a friend who describes herself as having "the palate of a six-year-old child" because she likes very sweet drinks. That's absolutely fine. You've got to go with what you like. But even if you do err on the sweet, sour, or bitter side, it still needs to be well balanced.
3. Artificial Flavours
When brands try to mimic flavours without real ingredients, it can lead to strange aftertastes. Using too many purées, synthetic ingredients, or artificial sweeteners can create that plasticky sensation, when something just doesn't taste quite right and has an oddly synthetic quality.
Fresh ingredients, considered botanicals, roots, herbs, fruits, grains: so many accessible, quality ingredients to go into the plethora of AF drink styles that there really is no excuse now for sub-par concoctions.
4. Confusing Identity
This is one that stands out to me. Because the space is so new and everyone's still finding their feet, some brands seem to come out with a slightly confusing identity. They don't quite know how to position themselves or what language to use, so we don't understand what we're supposed to be expecting.
Is it an adult soft drink? A cocktail? A mocktail? Is it a beer or a sports energy drink? Is it a wine or a tea drink? When are we supposed to drink it? At the pub? With a meal? At a picnic? This lack of clarity about what something is trying to achieve adds to our confusion at a time when context is so important.
Quality Takes Time (And Money)
None of these drinks are particularly cheap (well, that's not true—you can get an AF WKD Blue for about 60p a can, but I'll let you make up your own mind about that). When you're paying the same as you would for a full-alcohol drink, you want something with the right balance, real ingredients, and a clear identity.
The good news is that while some drinks have definitely missed the mark, there's also incredible innovation happening, and it's happening fast. With that comes trial and error, iteration, and improvement.
On the Low No Drinker Podcast, I've spoken to founders who've gone back to the drawing board after releasing their products because they knew it wasn't good enough.
When I spoke to Chris Kazakeos, the co-founder of On Beer, he told me about how they had to reformulate their functional beer brand because of foaming issues. When I spoke to Billy Wright from Decim 10% Gin, he explained how he initially launched with three products, realised it was causing confusion to his customer base, closed down operations for a while to pivot, and then relaunched with a single clear product.
That's what I love about this industry—the people in it truly care and want to make something amazing. And those are the brands you'll end up supporting.
What Makes A Good Alcohol-Free Drink?
It's personal! I don't like overly bitter drinks and can't stand tonic. My husband's favourite cocktail has always been a Negroni, but to me, it tastes like bile in a glass. He absolutely loves it, as do many others.
That's why reviews are great. As a consumer, reading reviews and finding someone with a similar palate to yours can be valuable. But ultimately, you need to try things yourself.
Yes, I know that means spending money. But as I always say, how much money have you spent on shots you didn't want, bottles of wine you didn't need, or beers you don't remember? We've spent a fortune on full-alcohol drinks just to try them or out of habit, so there's absolutely no reason why we can't do the same with low and no alcohol options. (And come out of it without a hangover at the end of it. Sounds like a win-win to me.)
How To Find What You Like
Start searching. Begin with your usual preferences—if you like a G&T, try some alcohol-free gin-style drinks. Play with proportions, mixers, and cocktails. Try different beers, ciders, wines, and alternatives.
If you're concerned about spending money on lots of different things, check out online retailers like Wise Bartender* and Dry Drinker* (use code LOWNODRINKERMAGAZINE for 10% off at both). They often have sample boxes where you can try a selection of products.
Many brands are also bringing out miniatures or taster packs so you can try a small amount before committing to a full bottle.
What I can promise is that you will find drinks that you don't like, AND you will find drinks that you do. Isn't that just life? I'm really fighting the urge to use the Forrest Gump quote that life is like a box of chocolates... there you go, I just couldn't help myself. But it is—you never know what you're going to get.
Support What You Love
If you try something and like it, tell the brand! Everyone likes to hear they're doing well. And if you think there's room for improvement, constructive feedback is always appreciated. These founders want to know what you think so they can continue creating products that serve you best.
Listen in to episode #87 of the Low No Drinker Podcast
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