As the range of non-alcoholic drinks expands and their taste qualities improve thanks to innovations in production, consumer attitudes and habits are also changing, according to a representative public survey commissioned by MV GROUP Production. The data show that non-alcoholic drinks are increasingly being chosen consciously – as a healthier leisure-time alternative. Producers are also seeing this shift – over the past few years, sales volumes across various non-alcoholic drink categories have grown several times over.

A representative survey of Lithuanian residents, carried out by research company Norstat on behalf of MV GROUP Production, showed that during the warmer season, when drink consumption rises significantly, as many as 3 in 4 respondents choose non-alcoholic drinks. Such a broad uptake points to a shift in the culture of non-alcoholic drink consumption. Moreover, when naming the reasons behind their choice, respondents increasingly say they do so consciously – opting for a healthier alternative. As many as one third of respondents said they choose non-alcoholic drinks so they can enjoy a drink without the effects of alcohol. A further 17% said their choice is driven by a healthier lifestyle.

“Although a considerable share of consumers still choose non-alcoholic drinks for practical reasons, such as being able to drive, the survey shows that the centre of gravity is shifting towards conscious choice and consumption. We can already speak of a turning point in the culture of non-alcoholic drink consumption, where a non-alcoholic alternative is deliberately chosen for leisure time. Producers are responding to these needs by expanding drink ranges and categories and investing in innovation, thereby contributing to the further development of the non-alcoholic drinks market,” says Algirdas Čiburys, CEO of MV GROUP Production.

According to the survey, women are more likely than men to choose non-alcoholic drinks because of a healthier lifestyle, leisure occasions or curiosity to try new flavours. Men tend to prioritise such drinks when they need to drive or combine consumption with work and other activities.

By age group, non-alcoholic drinks are valued most by younger people and residents of major cities. Only one in ten respondents aged 18-29 reject non-alcoholic drinks as an alternative, while among older respondents this share reaches around one third.

A boom in demand for non-alcoholic drinks

A significant share of respondents – 13% – said they choose non-alcoholic drinks because of their taste qualities. This signals the progress producers have made in implementing production innovations, with the taste qualities of non-alcoholic drinks now matching those of traditional beverages.

This is also confirmed by sales data from MV GROUP Production, which operates drink production facilities in Šiauliai, Anykščiai, Alytus and Kaunas. Over four years, sales volumes of Gubernija non-alcoholic beer, measured in litres, grew by 76%, Tinginio Pantis non-alcoholic cider produced by Anykščių vynas by 18%, Voruta wine by 79%, and Alita non-alcoholic sparkling wine by as much as 183%. Demand for MIX non-alcoholic cocktails is even more impressive – in response to market needs, they were launched in 2024. In just a couple of years, their sales volumes have grown 3.3 times.

“The progress of the non-alcoholic drinks market over the past few years has been truly remarkable – we can speak of a fully fledged non-alcoholic drinks market that has formed in just a few years. Growing consumer focus on a healthy lifestyle and responsible consumption suggests that the market has not yet reached its full potential, and growth rates are likely to remain particularly strong in the coming years,” predicts the CEO of MV GROUP Production.

New products for the season

According to A. Čiburys, the survey and sales data reveal that today’s consumer is discerning, well acquainted with the drinks available on the market and not afraid to experiment.

“Investment in the production of non-alcoholic drinks is not only a response to market needs today, but also a long-term strategic direction that allows us to create innovative, high-quality products that meet consumer expectations. That is why every season we introduce new products that contribute to market development and help consumers discover new flavours. This year is no exception,” says A. Čiburys.

The hottest new product is non-alcoholic Gubernija White beer. It is more refreshing than regular beers and stands out with aromas of banana and cloves. Its freshness makes it possible to pair different flavours and dishes – salads, seafood, spicier dishes or even some desserts, especially those with fruity or citrus notes. The new product is expected to repeat the success of other Gubernija non-alcoholic beers. At the most recent global World Beer Awards, Gubernija non-alcoholic Ekstra lager won two gold medals, while the non-alcoholic kiwi and gooseberry Radler won bronze. According to the international jury, Gubernija non-alcoholic Ekstra Lager beer was recognised as the best non-alcoholic lager in Lithuania among the beers entered in the competition.

For wine lovers, the Voruta non-alcoholic wine range has been expanded with the new Blossom apple, cherry and rosehip wine. The new Anykščių vynas product is created on the basis of a light fruit wine and enriched with a subtle wild rose blossom flavour. Its taste qualities are best revealed when served chilled with light snacks, vegetarian dishes, cheeses or fresh fruit.

In response to strong demand for cocktails, Alita has launched the new non-alcoholic wine cocktail Alita Spritz Classic. It is a light, stylish alcohol-free aperitif designed for those who want to enjoy a classic spritz-style drink at a party or on the beach. It brings together a character inspired by the Spanish sun, the freshness of herbs and elegance that refreshes on a hot summer day.