Lecturer in Sociology, University of York, United Kingdom.
Int J Drug Policy. 2023 Sep;119:104149. doi: 10.1016/j.drugpo.2023.104149. Epub 2023 Aug 4.
Recent years have seen an expanding 'no and low alcohol' (NoLo) drinks market in the United Kingdom and other high-income countries. With the UK government pledging to increase the availability of NoLos and encourage their consumption, further research is required to underpin policy and explore the potential for NoLos to ease - or exacerbate - alcohol-related harm.
This paper draws on original primary research on NoLo marketing and consumption in the UK; analysis of two NoLo marketing campaigns and semi-structured interviews with both drinkers and non-drinkers who consume NoLos.
Addition marketing was identified in the promotion of NoLo products, encouraging consumers to incorporate NoLo consumption into new spatial and temporal contexts on top of their typical weekly drinking patterns. However, there was resistance towards these practices from consumers, who stressed they were more likely to drink NoLos in place of alcohol and incorporate them into their existing drinking routines.
This paper expands a currently very limited evidence base and contributes directly to ongoing debates around 'addition' versus 'substitution' (i.e. whether NoLo products are being used on top of or in place of alcohol). Findings highlight both some of the challenges and opportunities of the expanding market, pointing towards the problematic presence of 'addition marketing' but also highlighting the ways consumers might challenge this and use NoLos flexibly to reduce consumption. As a result, NoLo promotion could function as one tool amongst many to help at least some consumers drink in moderation, alongside a broader package of measures such as education and wider social change.
近年来，英国和其他高收入国家的“无酒精”和“低酒精”（NoLo）饮料市场不断扩大。英国政府承诺增加 NoLo 的供应并鼓励其消费，因此需要进一步研究为政策提供依据，并探讨 NoLo 缓解或加剧与酒精相关的危害的潜力。
本文借鉴了英国关于 NoLo 营销和消费的原始初级研究；对两个 NoLo 营销活动的分析以及对饮用者和非饮用者的半结构化访谈，这些人都消费过 NoLo。
在推广 NoLo 产品时，发现了额外的营销手段，鼓励消费者在其典型的每周饮酒模式之外，将 NoLo 消费融入新的时空背景中。然而，消费者对这些做法表示抵制，他们强调更有可能用 NoLo 代替酒精，并将其纳入现有的饮酒习惯中。
本文扩展了目前非常有限的证据基础，并直接为关于“添加”与“替代”（即 NoLo 产品是用于替代还是补充酒精）的持续争论做出贡献。研究结果既突出了不断扩大的市场的一些挑战，也突出了“添加营销”的存在问题，但也强调了消费者可能会对此提出质疑并灵活使用 NoLo 以减少消费的方式。因此，NoLo 的推广可以作为众多工具之一，帮助至少一些消费者适度饮酒，同时还需要采取更广泛的措施，如教育和更广泛的社会变革。
