The practice of ‘zebra striping’ is a trending alcohol moderation tactic: where individuals switch between alcoholic and alcohol-free alternatives during the same occasion. It’s a way of moderating alcohol consumption – particularly over longer soirees - without having to give up drinking entirely.
A recent report from alcohol-free brand Lucky Saint and research consultancy KAM found that 28% of UK drinkers are zebra-striping during their visits to pubs and bars.
Taking a ‘1 for 1’ approach – one non-alcoholic drink for one alcoholic drink – means that drinkers effectively halve their alcohol intake over a drinking occasion.
That opens up a huge opportunity for alcohol-free brands to embrace this space.
Moderating on alcohol doesn't mean moderating on fun
Zebra striping - a term that's emerged out of the UK but reflects an increasingly important practice globally - is driven by the fundamental trend of consumers actively seeking to moderate their alcohol consumption.
That’s usually driven by a desire to improve their health and wellness – whether physical or mental – but it can also be an effort to save money or explore new drinks.
In fact, a whopping 75% of UK adults say they are actively moderating their alcohol consumption. While the trend is particularly pronounced in Dry January or Sober October, it’s now a year round goal for many people.
What’s key to remember, says Katie Jenkins, marketing director at KAM Insight, is that moderating alcohol consumption doesn’t mean moderating on fun.
People don't want to miss out on occasions where alcohol is normally present - celebrating a birthday, going to the pub with friends, enjoying a beer while watching sport, etc.
"When people go out, they want to enjoy a quality drink which tastes and looks great, whether it's alcoholic or not," she told us.
"They don't want to drink their favorite draught pint of beer and then switch to a bottle of generic alcohol-free lager. They don't want to enjoy a beautifully-served gin and tonic and then have to alternate that with lukewarm lime and soda!"
Lucky Saint and KAM's research found that 28% of UK drinkers are zebra striping during their visits to pubs and bars.
But when other drinks are included - soft drinks or water and not just alcohol alternatives - this figure rises to 2 in 3 adults (78% of 18 to 24 year-olds).
In fact, the whole concept of 'socializing' is shifting away from being alcohol-focused to becoming increasingly 'activity-led', according to the KAM / Lucky Saint research.
Introducing consumers to alcohol-free
Alcohol-free wine Eisberg's - the top alcohol-free wine in the UK - says the trend helps introduce people to the idea of moderation and encourage them to explore the alcohol-free category.
"I think zebra striping resonates particularly well with those who are ‘sober curious’ and looking to cut down on their alcohol consumption without fully committing to a completely alcohol-free evening," said Eisberg's Dan Harwood, who is Managing Director of SW Wines Europe.
"When you start anything, you start slowly and ease your way in. You don't wake up one day and think 'I'm going to start jogging so I'll go out and run a marathon'.
"Zebra striping allows you to tap into alcohol-free while still enjoying your favorite alcoholic drink. It offers the best of both worlds, enabling social engagement while maintaining control over alcohol intake."
Alternating alcohol drinks with water or non-alcoholic drinks has long been advised by health bodies as it gives the body more time to process alcohol.
It also limits the dangers associated with binge drinking: such as accidents from poor judgement or lack of self control, alcohol poisoning and the risk of long-term health problems such as alcohol dependency, alcohol-related cancer and heart disease.
But at its most simple, the 1 for 1 approach simply means drinkers are cutting their alcohol consumption in half. In the short term, that means they’re avoiding hangovers; in the long term, they’re lowering their risk of alcohol-related diseases.
Same brand, different ABV: System offers same drink at 0%, 5% and 8% ABV
Ahead of the curve when it comes to alternating alcohol and non-alcoholic drinks is US hard seltzer brand System: which launched in 2022 with its unique 'inclusive drinking system'.
The brand offers multipacks with the same drink at different ABVs: covering an alcohol-free version, a hard seltzer at 5% and one at 8%.
Co-founder Anthony Spina explains the brand was founded out of what he was seeing play out at parties and events: people looking for different strengths according to their own personal needs and goals, and switching between alcoholic and non-alcoholic.
The 'ah-ha' moment for the brand was to create a 'one-stop-shop' drinking system that had something for everyone and would fit into all occasions.
"When we created the concept of 'Inclusive Drinking', one of the foundational components is to have a seamless drinking experience, with or without alcohol, that includes everyone and unifies the drinking experience and provide choices for everyone," Spina told us.
"When we created System, we saw a gap and genuine white space in the beverage experience. One of those 'how has nobody done this before' insights."
How can brands embrace zebra-striping?
Zebra striping offers a huge opportunity for alcohol-free alternatives: putting their products in front of both existing and new consumers. So how can they make the most of this opportunity?
The first thing to remember, says Harwood of Eisberg, is that zebra-striping is happening in a variety of locations.
"I think it's essential to position your products as versatile and suitable for various social occasions," he said.
"Highlight the quality and flavor of your offerings, ensuring they are seen as viable alternatives to traditional alcoholic drinks, and make sure people have options. We recently launched a new Selection range alongside the existing Signature collection, so we have eight varietals to choose from across Eisberg.
"It's important that people see wines they recognize, like a Sauvignon Blanc or a Pinot Noir - just because it's alcohol-free, people shouldn't have to compromise on flavors they know and love.
"Promote your brand in settings that encourage moderation, such as daytime events, brunches, or family gatherings, to increase visibility and appeal because it becomes more relatable. Ensuring your products are readily available in all environments will also help capture the interest of those looking to incorporate alcohol-free options into their social drinking habits."
For Katie Jenkins of KAM, creating great alcohol-free drinks for the on-trade is a no-brainer - and something that brands and operators should not be missing out on.
"Alcohol-free brands need to work with operators to ensure their drinks are visible in venues, on a back bar and in menus, it’s not enough to just get them listed," she said.
"At the moment, so many venues aren’t making sure alcohol-free drinks are visible and accessible – if customers don’t want an alcoholic drink, 1 in 4 say they generally default to tap water! That’s a huge missed opportunity for the on-trade!
"Operators need to be ensuring that every customer - whether they're drinking alcohol or not - is getting a quality drink. And customers are willing to pay for the privilege!"