No- and Low-Alcohol Product Marketing Basics for Liquor Stores, Bars and Restaurants

Canadians are drinking less, and as a result, interest in no- and low-alcohol beverages continues the strong growth seen over the past few years. According to Statistics Canada’s recent analysis of Canadians’ drinking habits, the proportion of Canadians aged 12 and older who had not consumed alcohol during the previous year increased from 23% in 2015 to 29% in 2024. A recent Canadian Grocer’s article on the non-alcoholic beverage boom discusses the trend and how liquor stores and on-premise businesses are seeing growth of 30% to 40% in the no- and low-alcohol category.

Rather than viewing this shift in consumer behaviour as a challenge to revenue, liquor stores, bars and restaurants can embrace the opportunity to attract these new, more health-conscious customers and better serve them. A knowledgeable liquor store consultant can help you develop strategies to capture this business in your store.

Below are just a few basic marketing ideas for liquor licensees:

Create a Dedicated No- and Low-Alcohol Section

In your liquor store, make the category easy to find with clear signage and an organized display. Depending on your inventory, displays might include:

• Dealcoholized wine
• Craft alcohol-free beer
• Botanical spirit alternatives
• Ready-to-drink alcohol-free cocktails and mocktails
• Premium mixers and cocktail ingredients

Grouping no-and-low alcohol alternatives together helps customers easily find what they want. They’ll also appreciate that they are being “seen” and their needs are being met by your store.

Cross-Merchandise with Alcohol Products

Selected no- and low-alcohol products can also be displayed beside their alcohol-containing counterparts. Place alcohol-free craft beer near craft beer, botanical gin alternatives near premium gin, or dealcoholized sparkling wine beside traditional sparkling wine.

This approach allows customers to find alternatives to their favourite categories and is helpful for customers shopping for gatherings where some guests don’t drink alcohol.

Build Displays Around Occasions

Help liquor store customers visualize when and where they can use no-and-low alcohol products. Displays can be built around patio season, summer barbecues, holiday entertaining, or game days.

Keep popular canned products and alcohol-free beer chilled when space permits. Refrigerated placement can encourage purchases from customers looking for something ready to enjoy.

Promote Serving Ideas

In liquor stores, recipe cards, shelf signage, and brochures can show customers how to use unfamiliar products. Bars and restaurants can give alcohol-free cocktails equal menu visibility instead of placing one or two options below soft drinks. Restaurants can feature non-alcohol alternatives on table “tent cards”.

Train Staff to Make Recommendations

Staff should be trained to discuss flavour profiles, food pairings, popular and trending products and personal favourites. A confident recommendation can persuade a customer to try an unfamiliar product and helps build trust and loyalty to your business.

Need Advice on Growing Your Liquor Retail Business?

Whether you are expanding your no- and low-alcohol selection, planning a renovation or improving operations, the right strategy can help your business adapt to changing consumer preferences and remain competitive.

Thrive Advisors works with private liquor retailers across BC, the western provinces and Ontario. Services include liquor license application guidance and amendments, retail liquor strategy, compliance audits, compliance manuals and staff training. We can also help businesses understand liquor license requirements as they grow and evolve.

If you’re looking for practical advice from one of Canada’s most trusted liquor store consultants, we’d be happy to discuss your goals and how we can help.