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Exploring no and low alcohol consumption
Multi-perspective research exploring NoLo alcohol’s global impact, consumer typologies, trade visibility, economic effects, and policy tools.
Research Team
Dr Nadine Waehning - Nadine.Waehning@york.ac.uk
Professor Victoria Wells - Victoria.Wells@york.ac.uk
Dr Sarah Forbes - Sarah.Forbes@york.ac.uk
Dr Emily Nicholls - Emily.Nicholls@york.ac.uk
Co-Investigators
Dr Franziska Sohns - Anglia Ruskin University, UK
Dr Fergal O’Connor - Cork University, Ireland
Dr Eline Poelmans - KU Leuven, Belgium
Research Summary
Problematic drinking continues to be a major public health issue, contributing to millions of deaths globally and costing the UK billions each year (WHO, 2014, 2019). In response, no and low alcohol (NoLo) drinks have gained popularity as a potentially healthier alternative, with growing interest from both consumers (Mintel, 2023; Wilson et al., 2025; Portman Group, 2025) and policymakers (European Parliament, 2021; WHO, 2023; Department of Health and Social Care, 2023; UK Government, 2025). Our research explores how NoLo products can be used to support more mindful drinking habits without harming pubs or the wider drinks industry.
The project commenced with a small-scale piece of qualitative research funded by the Institute of Alcohol Studies to explore how NoLo drinks are marketed and used by consumers. This was followed by a systematic review of existing research, which identified key gaps in our understanding, especially around how visible and accessible NoLo options are in pubs and bars. We have built on this with a global macro-level analysis of alcohol-free (AF) beer sales in 72 countries to understand broader substitution patterns and a. Q-methodology study , helping us identify different types of NoLo drinkers and the barriers they face, especially the lack of promotion and trust in NoLo products.
Additionally we partnered with three pubs for a nine-month intervention, using posters, product placement, and better tap visibility to examine the impact on NoLo sales. The results showed that stocking Alcohol Free(AF) beer did not reduce revenue and even helped staff feel more positive about their workplace and health.
Building on this, we co-developed a NoLo guide for publicans with City of York Council to help publicans understand how and why to offer NoLo options. This included the development of free point-of-sale (POS) materials, designed in collaboration with the design student Sam Armstrong from York St John University Design Centre and tested in both real pubs and a simulated pub environment ("pub lab") to measure effectiveness.
Together, these studies help us understand how consumers use NoLo products and where they experience barriers in availability and accessibility, whilst showing that NoLo drinks can support public health goals without financial downsides for pubs. Our work provides practical guidance for venues and contributes valuable evidence to inform local and national alcohol policies, especially as the UK’s new 10-Year Health Plan places more focus on NoLo strategies (UK Government, 2025).
Associated research projects/publications
- Waehning, N., Wells, V.K. And Sohns, F (2026) Nudging drink choice in pubs: The impact of introducing alcohol-free beer on alcohol sales and venue revenues, Drug and Alcohol Review, 45(7), e70271, doi: 10.1111/dar.70271
- Nicholls, E. (2025). “A sporty, healthy twist?”: Interrogating the deployment of health and wellness discourses in No and Low alcohol (NoLo) marketing and consumer practices. Journal of Marketing Management. 41(7–8), 734–759.
- Waehning, N. and Wells, V.K., 2024. Product, individual and environmental factors impacting the consumption of no and low alcoholic drinks: A systematic review and future research agenda. Food Quality and Preference, 117, p.105163.
- Nicholls, E. (2023). “I don't want to introduce it into new places in my life”: The marketing and consumption of no and low alcohol drinks. International Journal of Drug Policy, 119, 104149.
- Nicholls, E. (2023). ‘Not Just Living in the Moment’: Constructing the ‘Enterprising’ and Future-Oriented Self Through the Consumption of No-and-Low-Alcohol Drinks. Sociological Research Online, 13607804231191063.
Our Resources and Publications
Project Report
Stakeholder report sharing policy recommendations and findings from the initial work on the marketing and consumption of NoLo drinks.
Nolo Guide for Publicans
Working with City of York Council and grounded in the academic literature we have developed a 2-page no and low (NoLo) alcohol guide for publications (see link below). Based on our research which highlighted that NoLo products are welcomed by consumers, publicans and staff the guide highlights good practice and strategies for incorporating NoLo into licensed venues. If you'd like to use this in your area contact us to find out more (they're free to use and can be adapted for your specific needs).
NoLow Guide Policy Brief (PDF 
, 235kb)
No and Low © 2025 by University of York is licensed under CC BY-NC-ND 4.0
POS material resources
Our research has indicated that consumers welcome availability of no and low alcohol products in licensed venues such as pubs, bars and restaurants. However, these are not always as visible as other products and consumers feel uncomfortable asking what is available. To overcome this we worked with the design student Sam Armstrong from York St John University to come up with a range of 'point of purchase' resources that can be used by licensed venues to make it clear what NoLo they offer. These include a poster, fridge stickers, menu/board stickers, pump clip crowns and beer mats. These have now been updated by student Kaan Cetin from York St John University. These can be found in the links below. If you'd like to use these in your area or venue please get in touch (they're free to use but we like to collect feedback on their use and can provide you with print friendly versions).
2026
No and Low © 2026 by University of York is licensed under CC BY-NC-ND 4.0
NoLo 3D print Tap Handle
The tap handle in action at the Slip Inn, York (thanks to Harry Cooke).
For publicans who want to showcase that they have nolo on tap we now have details for a 3D printed tap handle (free to download). If you would like any further details about printing please contact us and please do share photos of your tap handle in action with us by e-mail and/or on our instagram (@noloproject).
The STL files for the multicolour handle can be found here: multicolour handle (
1,366kb download) and a visual can be found here: multicolour handle animation (PDF , 351kb)
The STL files for the single colour handle can be found here: one colour tap handle ( 1,369kb download) and a visual can be found here: one colour tap handle animation (PDF , 321kb)
The tap handle utilises a standard M6 attachment with a 1.0mm course thread patch at the base.
2025
NoLow Pump Sticker (PDF , 73kb)
NoLow Blackboard Sticker (PDF , 69kb)
NoLo Poster © 2025 by The University of York is licensed under CC BY-NC-ND 4.0
NoLo Beermat © 2025 by The University of York is licensed under CC BY-NC-ND 4.0
NoLo Decal © 2025 by The University of York is licensed under CC BY-NC-ND 4.0
Pump Clip © 2025 by The University of York is licensed under CC BY-NC-ND 4.0
Black board sticker © 2025 by The University of York is licensed under CC BY-NC-ND 4.0
No and Low Venue Map (York)
Building on our work building the availability and visibility of no and low alcohol alternatives in hospitality we developed No and Low Venue Map of York. This two sided, information packed map highlights a range of hospitality venues that support no and low alcohol drinkers, provide a range of these and took part in our point of sale project. Launched in December 2025, it was designed by Sam Armstrong from York St John University, and can be downloaded below.
NoLow York Map (PDF , 5,134kb)
No and Lo Map (York) © 2025 by University of York is licensed under CC BY-NC-ND 4.0
Summary of Projects
A summary of our NoLo projects can be found at the link below (as at July 2025). If you'd like to know more about any projects, our overall research or get involved please get in contact with us.
Exploring No and Low Alcohol (NoLo) Beverages Poster (PDF , 1,854kb)
