The Message Behind the Bottle

Abstract

No and Low (NoLo) alcohol beverages are rapidly growing in popularity, particularly among younger adults. While these drinks are often seen as alcohol-free alternatives, little is known about how young consumers interpret NoLo advertising and how it might shape their perceptions of alcohol use. This qualitative study contributes to this underexplored area by examining how young adults aged 18-25 in the Netherlands perceive NoLo advertising and how it influences their alcohol consumption. The study sample consisted of seven participants with diverse educational and employment backgrounds. Thematic analysis, following Braun and Clarke’s framework, was used to identify, analyse, and report patterns within the data. The findings indicate that although participants did not feel directly influenced by NoLo advertising in their personal drinking behaviour, they acknowledged its role in shaping broader social norms around alcohol. NoLo products were commonly described as tools for achieving balance, yet their visual similarity to alcoholic beverages raised concerns about normalisation, particularly among younger adolescents. These findings align with existing concerns in the literature, suggesting that NoLo advertising may indirectly reinforce drinking culture despite the absence of alcohol in the product. The significance of this study lies in its contribution to understanding how perceptions and consumption patterns are shaped through marketing strategies that blur the line between alcohol and its alternatives. These insights offer a valuable foundation for future research and policy discussions on youth, advertising, and alcohol-related norms