O-I Glass sees strong long term potential in the market for non alcoholic and low alcohol beverages. According to the glass packaging manufacturer, the trend associated with Dry January is no longer just a short lived New Year phenomenon, but rather a sign of a broader structural shift in consumer behaviour.
Marie Laure Susset, Global Marketing Director for Beer, Non Alcoholic Beverages and Food at O-I Glass, describes Dry January as part of the wider sober curious movement. What once began as a seasonal campaign has now evolved into a year round mindset. Nearly half of adults in the United States said they plan to drink less alcohol in 2025, marking a clear increase compared with 2023.
On a global level, the non alcoholic and low alcohol drinks segment is expected to grow by around eight percent annually through 2032. This means that the no and low alcohol category is no longer a niche, but a fast developing competitive space attracting breweries, wine and spirits producers, as well as companies offering ready to drink and functional beverages.
Packaging as a Strategic Factor in the No Lo Segment
According to O-I Glass, simply launching alcohol free alternatives is not enough for brands to succeed. What matters is creating an elevated experience that still conveys enjoyment, quality and suitability for social occasions without alcohol. Packaging plays a key role in delivering that message.
The company argues that glass packaging can meet several demands at once. Glass is seen as flavour neutral and non porous, meaning it does not interact with the product inside. Many consumers also associate glass with purity and safety. In addition, the weight, feel and sound of glass help create a premium experience, which is especially important in positioning no alcohol and low alcohol beverages as more mature, adult products.
Sustainability is another important factor. Glass can be recycled endlessly without losing quality. In a 2022 study involving more than 4,000 consumers across 13 European countries, most participants said they preferred products packaged in glass over other materials.
Brand Strategies Between Continuity and Differentiation
For established beer, wine and spirits brands, glass offers the advantage of visual continuity when expanding existing portfolios with alcohol free alternatives. Bottle shape, colour and labelling can remain closely linked to the original brand identity, helping to build familiarity and trust.
At the same time, glass also provides flexible design possibilities for newer brands in the non alcoholic, functional beverage and adult soft drink categories. In a market still dominated by PET bottles and cans, glass can also help products stand out more clearly.
O-I Glass therefore views the no and low alcohol segment as a significant long term strategic opportunity, not only in terms of product innovation but also as a driver for premium and sustainable packaging solutions.
