December 1, 2025 — Are you a zebra striper, a damp drinker or a good host? If so, you’re not alone. These trends are among the latest consumption habits of Australians, who are drinking in moderation as we head into the festive season.
While our love of a tipple shows no signs of waning, with 8 in 10 Australians counting themselves as alcohol drinkers, consumer purchasing decisions reflect the growing popularity of mid-strength, low-alcohol and no-alcohol (NoLo) alternatives1.
Globally, NoLo beverages grew by double digits in the world’s 10 biggest drinks markets in 20242. The trend is mirrored at home, with more than a third of Australian drinkers reducing their alcohol intake in the past year3.
A new industry research paper has been released by Treasury Wine Estates and the Australian Wine Research Institute, focusing on the future outlook for Australian NoLo wines. It coincides with an industry roundtable discussion intended to further Australia’s NoLo advantage, held in Adelaide earlier this week.
Participants in the roundtable, convened by Treasury Wine Estates, included:
Kerrin Petty, Chief Supply and Sustainability Officer at Treasury Wine Estates
“The way consumers are drinking wine is changing – the increasing appetite for NoLo wines is broadening the overall wine category, creating dual buying and consumption habits where people are picking up full-strength and NoLo wines in the same purchase,” he said.
“Our new generation of no-alcohol and mid-strength wines sit at the intersection of craft and science. Our award-winning winemakers are making the most of our state-of-the-art technology to create great-tasting wines that still have the varietal characteristics and ‘essence’ of their full-strength cousins. We’re seeing the improvement in quality translating into sales volumes – particularly in mid-strength alternatives.”
Global research from Nielsen IQ shows more than 90% of consumers buying non-alcoholic beverages simultaneously purchase alcoholic drinks4, while a purchase occasion that’s becoming better understood is the ‘good host’.
“Many NoLo products are purchased by hosts of a social gathering so they’re inclusive of all attendees and we expect this trend to continue into the festive season. Consumers are also increasingly ‘zebra striping’ and ‘damp drinking’ – trends gaining popularity as drinking habits change. Zebra striping is alternating between alcoholic and non-alcoholic drinks, while damp drinking is reducing alcohol consumption without cutting it out altogether.”
Leigh Firkin, Head of Merchandise – Commercial Wine at Endeavour Group
“At Endeavour Group, we’re seeing the moderation movement shift firmly from a niche behaviour to a mainstream expectation. Customers aren’t browsing the NoLo category out of curiosity anymore – they’re going in with intent and seeking quality, flavour and real varietal character,” she said.
“As we head into the festive season, moderation isn’t about abstaining; it’s about flexibility. Customers are planning mixed baskets that include full-strength, low-strength and no-alcohol wines in the same shop, and we expect this blended consumption pattern to accelerate into 2026.
“The findings of the recent State of the Grapes report we produced, in collaboration with Wine Australia, reinforce what we’re seeing in-store: moderation is now driving category growth, not competing with it. Our data shows NoLo wine is one of the fastest-growing segments across our
stores, outpacing full-strength wine in both penetration and repeat purchase. This is a direct result of the industry investing in taste, technology and innovation.
“We’ve expanded our ranging to meet that demand – particularly in low-strength styles, where we’re seeing some of the highest conversion from traditional wine drinkers.”
Ange Chappel, CEO and Founder of Mind The Sip
Ange Chappel’s personal experience of transitioning to moderation inspired her to create mindful drinking app and network, Mind The Sip. An online platform and in-person events are connecting Mind the Sip’s communities across Australia, New Zealand and the United States.
“People are looking for an alternative to the ‘all or nothing’ approach. Around three quarters of our members want support to moderate their alcohol consumption but would like alcohol to continue as part of their lives,” she said.
“Patterns show higher levels of moderation during ‘dry’ months and a growing shift among consumers conscious to reduce intake in the weeks leading into the Christmas and New Year period. However, alcohol consumption remains linked to social situations and the festive season. Growing numbers of businesses and entertainers are offering lower-in-alcohol or alcohol alternatives at events in an effort to support mindful consumption more consistently throughout the year.”
Scott Harris, Divisional Manager – Brewing Products at Coopers Brewery (including non-alcoholic portfolio)
Beer is the most advanced and fastest-growing category in the NoLo segment, across both emerging and established markets5.
In 2025, Coopers Brewery, Australia’s largest independent family-owned brewery, launched a brand-new non-alcoholic beer to quench the growing thirst for ‘beer/life balance’ among health-conscious Australian drinkers.
“NoLo is the fastest growing beer category in Australia, now exceeding light beer in volume and retail value,” he said.
“The release of Coopers Zero responds to changing lifestyle trends with exclusive Coopers research showing younger Australians (aged 18-44) are twice as likely to consume NoLo beverages compared to those aged 45+. It also found nearly 50 percent of beer drinkers have tried NoLo beer alternatives, with more consumers now drinking no-alcohol beer than a year ago.”
Joe Szakacs MP, South Australian Minister for Industry, Innovation and Science
“The South Australian wine industry has always stood at the forefront of innovation, so it’s perhaps unsurprising that once again our producers and researchers are leading the way globally in no-and-low alcohol innovation,” he said.
“If any industry isn’t live to the changing habits of their consumers, then they risk being left behind, which is why it’s pleasing to see our producers and our industry collaborating and investing in research, development, and advanced technology to pioneer great tasting lower-in-alcohol wines.
“Our global leadership in the no-and-low space will not go unnoticed and will reinforce our state’s reputation for innovation among the world’s premier producing regions.”
The industry research paper, Toasting the future: Pioneering flavour in no-alcohol, low-alcohol and mid-strength wines, by Treasury Wine Estates and The Australian Wine Research Institute, is available at https://www.tweglobal.com/media/news/toasting-the-future.
This release follows the launch of Treasury Wine Estates’ world-leading AUD15 million NoLo wine production facility earlier this year – the latest milestone in a history of NoLo innovation dating back to the 1980s.
Located in the Barossa Valley, it features state-of-the-art dealcoholisation technology and the ‘Flavour LockTM’ patent-pending process that’s producing the next generation of NoLo wines for iconic brands in TWE’s global portfolio including Squealing Pig, Pepperjack, Matua and 19 Crimes.
About Treasury Wine Estates
Treasury Wine Estates (TWE) is one of the world’s leading luxury and premium wine companies and is listed on the Australian Securities Exchange.
TWE’s global sourcing model includes world-class vineyard and production assets in internationally acclaimed winemaking regions including Barossa Valley and Coonawarra in Australia, Napa Valley and Paso Robles in the United States, Marlborough in New Zealand, Bordeaux in France, Tuscany in Italy, and Ningxia in China.
The company employs a global team of approximately 2,500 people and has a strong focus on sustainability and building a brighter future for everyone who touches the business.
TWE’s global portfolio is available in more than 100 countries and includes luxury and premium brands such as Penfolds, DAOU Vineyards, 19 Crimes, Pepperjack, Squealing Pig, Wynns, Matua, Beaulieu Vineyard, and Frank Family Vineyards.
1 https://drinkwise.org.au/wp-content/uploads/DrinkWise-Australian-Drinking-Trends-Report-2024.pdf
2 https://www.theiwsr.com/insight/more-than-moderation-the-long-term-rise-of-no-and-low/
3 https://nielseniq.com/global/en/insights/analysis/2025/no-and-low-alcohol-drinks-in-focus-as-apacs-mindful-consumers-moderate-alcohol/
4 https://nielseniq.com/global/en/insights/analysis/2024/non-alcohol-a-mindful-moderator-in-the-us/
5 https://www.anz.com.au/newsroom/media/2024/july/consumption-of-non-alcoholic-beverages-set-to-accelerate/
