York launches NoLo map to spotlight alcohol-free options ahead of Dry January

Researchers in York have created a new city-wide map designed to help consumers find venues offering no and low alcohol drinks, as demand for more inclusive drinking options continues to grow.

A new NoLo (no and low alcohol) map of York has been launched by a team of academic researchers, aiming to make it easier for residents and visitors to discover venues serving alcohol-free and lower-alcohol drinks during the festive season and beyond.

The project is led by the University of York’s School for Business and Society, working in collaboration with Anglia Ruskin University, University College Cork and York St John University. It is intended as a practical guide for people who may be choosing not to drink alcohol but still want to socialise and support the local hospitality sector.

Boosting visibility for NoLo drinks

First launched at the CAMRA beer festival in York in September, the initiative has grown steadily. More than 32 venues across the city are now participating, all offering no and low alcohol options.

The NoLo Map of York is being distributed from 12 December, timed to coincide with end-of-year celebrations and the start of Dry January, when interest in alcohol-free alternatives typically rises.

According to the research team, the project aims to boost the visibility and sales of NoLo drinks while helping to create more inclusive drinking environments.

Dr Nadine Waehning, Senior Lecturer in Marketing at the University of York, said: “The launch of the York map, complete with the Sober Stroll, York Wall Walk and Sober Cycle, will make it incredibly easy for people to find these choices and enjoy a great night out with or without alcohol, supporting both their health goals and local businesses.

“Our research shows that NoLo drinks can support public health goals without financial downsides for pubs.”

Sober routes and wider rollout

Designed by York St John University student Sam Armstrong, the map goes beyond venue listings. It also features three suggested recreational routes – a “Sober Stroll”, “York Wall Walk” and a “Sober Cycle” – aimed at residents and visitors looking for sober-friendly activities while exploring the city.

Alongside the map, the wider project has involved the development of free point-of-sale materials and guidance for publicans, created in collaboration with the City of York Council. The materials are already seeing rapid uptake among local venues.

Co-project lead professor Victoria Wells, professor of sustainable management, said: “With more consumers looking for no and low alcohol products it’s great to be able to launch a map and materials that can help them be more visible and accessible. The new map offers a great way for the public to discover the diverse NoLo offering in York while supporting hospitality venues.”

The initiative is also expanding beyond York. The North East Lincolnshire Council has launched its own no and low alcohol project, drawing on the same approach.

Sarah Lumley, public health programme manager at North East Lincolnshire Council, said: “We wanted to be part of this project because it’s a positive way to encourage healthier choices and show that enjoying a social occasion doesn’t have to mean drinking alcohol. It aligns with our commitment to wellbeing in the community, and gives us the chance to highlight inclusive options that everyone can enjoy.”

Gabrielle Dunn, public health officer at the council, added: “By promoting no and low alcohol alternatives, we’re helping to reduce barriers for those who choose not to drink, while also supporting healthier lifestyles across North East Lincolnshire.

“It’s about creating a culture where people feel empowered to make choices that suit them, without missing out on the social experience.”

Related news

Pub mocks Chancellor with ‘Rachel Thieves’ beer tap

UK to pay highest wine tax in Europe

Pubs welcome business rates U-turn, but hospitality warns it doesn’t go far enough