Zero-alcohol beverages and brand extensions: A vehicle for promoting parent alcohol brands?

Abstract

Zero-alcohol beverages are beverages that mimic the appearance and taste of alcoholic beverages but contain very low amounts of alcohol. These products are often produced by established alcohol companies under a parent alcohol brand.1 Definitions of zeroalcohol beverages vary from country to country, from <0.05% alcohol by volume in the United Kingdom to <2.8% in Finland, with a threshold of 0.5% being most common.2 In Australia, thresholds of either 0.5% or 1.15% alcohol by volume are used in alcohol policy measures,3 with the former threshold similarly being used to define (non-alcohol) soft drinks under the Food Standards Australia New Zealand Code.4 From 2021 to 2024, the beverage industry forecasts 31% sales growth in zero-alcohol beverages across 10 countries