New guidance launches for low and no alcohol labelling

The Wine and Spirit Trade Association (WTSA) has produced new guidance around the labelling of low a…

The Wine and Spirit Trade Association (WTSA) has produced new guidance around the labelling of low and no alcohol drinks, as a record number of Brits explore low and no products.

This guidance has been produced in partnership with the WTSA’s Primary Authority Trading Standards Partners, and at the behest of both retailers and producers.

With the popularity of the low and no alcohol category at an all-time high, and January traditionally seeing efforts by consumers to cut out or cut down on booze to start the year, drinks producers are developing new and innovative techniques to provide consumers with more choice and greater quality.

The latest data from the WSTA Market Report shows that overall alcohol sales are down compared to the same 12-month period last year.

Wine and beer sales have dipped and overall, spirit sales are flat. Wine, the nation’s most popular drink, has seen a 5% decline in sales despite the boost in online deliveries.

Many new products on the market are produced to closely resemble their alcoholic counterparts – they are closer than ever before – in taste, aroma and appearance – to the spirits and spirit drinks they are providing an alternative to.

The new guidance aims to establish acceptable legal names, marketing text and general labelling requirements for low and no alcohol drinks.

This will help ensure clarity and certainty for producers that they are labelling and marketing their products in the correct way.

It also looks to boost confidence for consumers in the category, helping them make informed purchasing decisions through clear, accurate, and consistent labelling – which had been retailers’ over-riding concern and motivation for asking the WSTA to offer advice that can be applicable UK market-wide.

The new guidance applies to low and no alcohol drinks that are packaged and marketed as a substitute or alternative to spirit drinks and is designed to complement existing – and any future – Low Alcohol Descriptors Guidance produced by the Department of Health and Social Care.

“There has been a huge amount of innovation and product development across the low and no alcohol category in recent years. Confusion – for producers and for consumers – led to a request of the WSTA to pull together comprehensive advice,” said WSTA Chief Executive, Miles Beale.

“Along with our Primary Authority partners, we have produced this new guide to help both producers and consumers.”