What once seemed like an exception is now becoming the new norm – non-alcoholic and low-alcohol beverages are rapidly establishing themselves in both global and Lithuanian markets. Experts and beverage manufacturers note that this change reflects a fundamental shift in consumer behavior: healthy lifestyles and mindfulness are becoming increasingly important criteria when choosing what to pour into a glass.

“Non-alcoholic beverage markets worldwide are experiencing a transformational growth period. It is forecasted that in the coming years, sales of alcohol-free traditional beverage alternatives will only increase, with clear changes already visible in the market, to which everyone must adapt – beverage manufacturers, distributors, and retailers,” says Aurinta Savickaitė, Marketing Director for the Baltics and Poland at MV GROUP Distribution.

She notes that these global trends have also reached Lithuania. According to data from IWSR, a leading global beverage market analysis company, sales of non-alcoholic sparkling wine grew by an average of 11% annually from 2019-2024, and non-alcoholic beer sales grew by 9% annually over the same period. Non-alcoholic cider and various cocktails are also gaining popularity.

“For example, sales of ‘Mix’ non-alcoholic cocktails grew by 200% this year, and ‘Alita’s’ non-alcoholic sparkling wine increased by 17%. These drinks are appreciated not only by consumers but also by professionals – the non-alcoholic ‘MIX Mojito’ cocktail was awarded a silver medal at the prestigious ‘International Spirits Challenge 2025’ competition,” provides specific examples Aurinta Savickaitė, Marketing Director at MV GROUP Distribution.

Consumers seek uniqueness

A.Savickaitė says that this trend reflects long-term cultural and consumer behavior changes – people are increasingly interested in healthier alternatives, and awareness of responsible drinking is growing. Therefore, the demand for premium-quality drinks is rising, and functional beverages with natural additives, pre-made non-alcoholic cocktails, and new flavors are becoming more popular.

“It is also important that the supply of such beverages has significantly increased in recent years. This means that consumers can experiment with various flavors and discover drinks that are no longer a compromise but a truly preferred choice. Right now, there are many non-alcoholic alternatives in both the wine and beer categories,” notes A. Savickaitė.

According to her, consumers no longer see non-alcoholic beverages as secondary and expect a broader selection of types and flavors. This insight is confirmed by the fact that non-alcoholic beverage buyers increasingly choose products from well-known brands, which guarantee quality. As a result, sales of non-alcoholic sparkling wine “Codorníu Zero” by the world-renowned Cava house “Codorníu” are growing even faster than the overall market.

“People are looking for not only a drink but also an emotion, a flavor expression, aesthetics – it has become an important part of the experience. Health-conscious consumers particularly appreciate natural ingredients and are willing to pay more for products that align with their values. Therefore, more expensive, distinctive-flavored, and naturally composed non-alcoholic alternatives are becoming a more popular choice,” explains Aurinta Savickaitė, Marketing Director for the Baltics and Poland at MV GROUP Distribution.

A challenge and an opportunity

Beatriz del Corral, Export Region Manager at the 470-year-old “Codorníu” sparkling wine house, says that new trends pose challenges for traditional producers, who have earned consumer loyalty over centuries, in staying relevant in a rapidly changing market. However, they also open up many new opportunities to apply their knowledge and quality standards to a new segment.

“We have always remained true to our roots, but we are also open to innovation and looking ahead. ‘Codorniu Zero’ is an example of this forward-thinking approach. It is a drink created with respect for tradition but adapted to modern consumer needs,” says Beatriz del Corral.

According to her, quality is always an unquestionable value for “Codurniu,” so the non-alcoholic drink is made using the same grape varieties and methods as traditional Cava sparkling wine.

Alcohol is then removed using advanced technologies that preserve natural aromas. The result is a drink that reflects “Codorniu’s” heritage: balanced, elegant, and distinguished by the sparkling wine flavor consumers expect from the brand.

Beatriz del Corral emphasizes that the non-alcoholic beverage category has already grown from a niche to a strong market segment. This change is clearly visible worldwide and across all consumer age groups.

“Lithuania, in this case, is an exceptionally dynamic market. Consumers here are curious, open to innovation, and increasingly interested in high-quality products. We have contributed to these changes by supporting Lithuania’s sommelier championships for several years. As a result, ‘Codorniu Zero’ has naturally found its place here, and we are thrilled with the excellent results,” says Beatriz del Corral.

When style and quality matter

A.Savickaitė, Marketing Director at MV GROUP Distribution, says that increasingly visible changes in consumer behavior are also prompting beverage distributors to actively respond to this trend – expanding their non-alcoholic beverage range to meet today’s needs.

“Integrating a selection of premium-quality non-alcoholic beverages into the product portfolio is a strategically important step, as more and more consumers in Lithuania want to celebrate mindfully – without alcohol, but with all the emotional charge of a celebration. Therefore, when choosing beverages, it is important to them not only the taste and composition of the product but also its story, image, and emotional connection,” notes A. Savickaitė.

According to her, a fast-paced, active lifestyle is dictating new rules – more people are choosing drinks that align with mindfulness and inner balance. In this rhythm, staying alert is key, so non-alcoholic options are becoming more popular.

A. Savickaitė also emphasizes that by offering attractive, stylish non-alcoholic alternatives, MV GROUP Distribution not only responds to market trends but also contributes to shaping them. The company’s goal is to promote conscious choices that allow consumers to enjoy drinks without compromise.