WSTA addresses low- and no-alcohol category ‘confusion’

The Wine and Spirit Trade Association (WSTA) has spearheaded the development of the UK’s first low- and no-alcohol guides, it has claimed, as the government looks set to consult again on descriptors of the category.

Three documents have been put together by the WSTA in collaboration with its members, including both producers and retailers, in a bid to clear-up confusion over the marketing, labelling and production of low- and no- wines and spirits.

The first two documents, the WSTA marketing guide for alcohol alternatives and guidance on labelling of low and no ‘spirit’ alternatives, have been published with the third guide on low and no wine alternatives to follow shortly. According to the association, the guides are the first of their kind, and focus on drinks that contain a maximum of 0.5% ABV and are marketed at adults. It aims to address confusion in the trade for products below 0.5%

Following much confusion in the trade over products below 0.5% the guide clears up how to correctly promote and place these products in a socially responsible way. The second guide on labelling low and no spirit alternatives is the second edition of WSTA guidance originally published in 2021.It builds on the previous advice and sets out pragmatic solutions to conflicting legislative requirements.

The document also contains best practice pointers, some key dos and don’ts and suggested legal descriptors to aid in the naming of products. Some helpful examples of compliant labels are also included for reference.

The documents offer guidance to help producers “avoid pitfalls”, Beale said, and are a “must read” for those producing low- and no-alcohol beverages.

The news comes as it is expected the Department of Health and Social Care (DHSC) is due to carry out its further consultation on views on changing the low alcohol descriptor guidance that was published in 2018. The forthcoming consultation is the second attempt by the government after the last failed to result in updated descriptors despite a unified ask from the industry, the WSTA said.

The consultation has two objectives: to increase substitution of standard-strength alcohol products with low- and no-alcohol products by those drinking above low-risk levels; and to facilitate a shift in the market from sales and promotion of alcoholic products towards low / no alternatives.

The WSTA and its members believe strongly that these aims cannot be achieved without amendments to the current descriptors, particularly the need to increase alcohol free from 0.05% to 0.5%. This would provide consistency between the UK and European markets in these products, as well as providing clarity to today’s confused consumers.

Chief executive of the WSTA, Miles Beale, said: “Clarity and consistency of government descriptors is far more likely than punitive and muddled excise duty reforms to achieving the Government’s stated aim of growing the no and low drinks sector.

“While it’s stating the obvious, it is absolutely vital that consumers understand what it is they are buying if they are going to support this small but growing segment of the market. If the Government wants to see a continued change in consumer behaviour it needs to work closely with the producers and retailers, where the expertise lies.

“We are encouraging DHSC to press on with the consultation and make the changes producers, retailers and consumers want, so they can get on with supporting the growth of low and no products.”