Zero Compromise for Low & No Branding

Have you noticed Dry January is becoming less and less of a thing?

In years gone by, February would be welcomed with a collective sigh of relief when we could once again raise a glass and say goodbye to the dreary days of forced self-restraint for another year.

Now it barely registers. Alcohol is here to stay, but moderation is so widely normalised these days that even low or no alcohol brands don’t feel the need to throw their entire annual marketing budget into one solitary month. Moderation is now year-round and life-long; widely understood and accepted.

Seedlip, perhaps the first alcohol-free brand that shook things up launched a staggering 10 years ago. Since then, we’ve seen an explosion of choice; from the big global brands launching low alc alternatives to premium soft brands reaching dizzying heights of success, and the rise of functional health-focused drinks offering something altogether different.

In design terms, brand approaches are evolving too. Still some big players present their low/no alc options as a ‘less than’ alternative…. You’re opting out, rather than opting in. Others, like our just-launched Madrí Excepcional 0.0% play with their brand assets, to unashamedly signal a clear alternative to their core offer.

Some brands will come and go but whatever happens, social drinking is changed for good. Not just for the youngest consumers who never even saw the heady days of smoke-filled pubs and pints, pints, pints… for all of us, these days a round of drinks looks very different indeed.

From beauty to beverage, small or big, start-up or old-timer; all brands need an idea with bite to guide them. At Buddy, we build brand devotion through ideas with bite.

Get in touch to find out how we can help: Get in touch

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Zero Compromise for Low & No Branding

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