Alcohol free drinks have come a long way since Guinness brought out Kaliber - reportedly to appeal to yuppies - in 1986. After many false starts and years of languishing at less than 1% of the UK’s total beverage market, the “NoLo” category has been going through a period of exciting innovation and accelerated growth.
Certain brands are on virtually every agency’s target list. You know the ones: high profile household names with a mammoth media spend. But there are other hidden gems and sleeping giants if you know where to look.