Feature

The Low & No Masters 2025 results

01 January 2025 By Melita Kiely

Instead of merely aping standard spirits categories, low-and-no brands are creating a new identity.

Low & No Masters-2025 — Which categories demonstrated quality and character?

Low-and-no has been a big talking point in the industry. But as we move into Dry January, it comes under greater focus. Given the latest statistics on the category, it is definitely one to keep an eye on in 2025.

IWSR Drinks Market Analysis described the low-and-no sector as being in a ‘transformative period of growth’ just before Christmas 2024. In 10 key markets – Australia, Brazil, Canada, France, Germany, Japan, Spain, South Africa, the UK and the US – the low- and no-alcohol market is forecast to grow by a compound annual growth rate (CAGR) of 4% by 2028. IWSR expects the no-alcohol contingent to lead most of this growth, at a CAGR of 7% by volume. By comparison, it says low-alcohol will be ‘broadly static’. In value terms, the no-alcohol category is expected to deliver US$4 billion-plus worth of growth by 2028.

“As the no-alcohol category matures, consumers want more than just an absence of alcohol,” says Susie Goldspink, head of no- and low-alcohol insights at IWSR. “They want products that deliver on taste, complexity and overall drinking experience. This evolution is pushing the category further, prompting brands to innovate and raise the bar in terms of quality and variety.”

Under the microscope

That leads us nicely to The Low & No Masters 2025 results – the opening blind-tasting competition in The Global Spirits Masters Competitions calendar. Held at the Ibis London Bridge, two panels of independent judges put low-and-no under the microscope.

The first group comprised: Sarah Miller, freelance writer and founder of the Gin A Ding Ding blog; Antony Moss, independent sustainability consultant; and Matt Chambers, co-founder of the Whisky For Everyone blog. The panel was chaired by Melita Kiely, editor-in-chief of The Spirits Business and chair of The Global Spirits Masters Competitions.

Heading the second panel was David T Smith, spirits writer, consultant and co-founder of the Craft Distilling Expo. He was joined by Ruchira Neotia, drinks consultant and founder of Ruchira’s Table, and Emily Webster, marketing and PR manager at Whisky.Auction.

A selection of Non-Alcoholic White ‘Spirits’ (bottled at less than 0.5% ABV) set a high standard for the tasting. Two Master medals were found in this flight, the first of which was awarded to Pearsons Botanicals – Rhubarb & Ginger. The judges liked the “bold and jammy” rhubarb aromas, which led to “a good flavour profile, with some warm ginger shining through”. Importantly, the judges noted: “Works well with water and could work well with tonic.”

Low-and-no-spirits-report — High-scoring entrants won Silver, Gold and Master medals

The second Master medal was awarded to Lyre’s White Cane, which had a “very commendable nose”. Additional notes included “Nesquik, grilled pineapple and coconut – delivers spectacularly when mixers are added”.

The flight also produced four Gold and four Silver medals. The Gold winners included Caleño – White Coconut. The judges said this could be a “replacement for Malibu lovers – bring on the Piña Coladas”.

A walk in the dark

The Gold medals continued in the Non-Alcoholic Dark ‘Spirit’ (less than 0.5% ABV) flight, including a second award for Caleño. In this flight, the brand’s Mango & Passion Fruit flavour impressed with “lashings of juicy mango and passion fruit on the nose”.

A second Gold was given to Lyre’s American Malt. Smith found flavours of “toffee, a little ale, treacle, flavours of oak and whisky, and some chocolate too”. The judges liked that the product “delivered on the malty, cola promise”. A duo of Silvers were also awarded.

While the medallists were celebrated, the judges noted there was still room to “crack” the dark non-alcoholic ‘spirits’ category. “Gins are relatively successful compared with dark spirits,” said Chambers. “It seems to be a struggle for the wider category. Woodiness is a problem.” Ben Branson, the founder of Seedlip, opened a non-alcoholic distillery and maturation laboratory in Essex, UK, last year, with the goal of creating luxury dark ‘spirits’ under 0.5% ABV. Will his endeavours satisfy the judges’ calls for more quality non-alcoholic dark ‘spirits’ alternatives? Time will tell.

From there, the judges moved onto a very strong flight: Non-Alcoholic Apéritif (less than 0.5% ABV). Four entries were found to be worthy of a Master medal in this heat, including two Everleaf expressions: Everleaf Marine, and Everleaf Mountain.

Everleaf Marine was enjoyed for “slight umami notes, and a definite undertone of salinity”, which combined perfectly with “sweet, tangy and fruity flavours”. Its stablemate, Everleaf Mountain, offered “a little petrichor and liquorice” on the nose, leading to “grapefruit, peach and blood orange” on the palate.

Wilderton Bittersweet Aperitivo also collected a Master medal in this flight. The non-alcoholic aperitivo was celebrated for its complexity: “Lovely fruitiness and herbal bitterness on the nose, rosehip and green vegetal notes. Lovely syrupy mouthfeel and bittersweet palate.”

The final Master in this round went to Pentire Coastal Spritz. Chambers was impressed. He said: “A proper surprise: tomato leaf, sun-dried peppers, followed by rhubarb, and the earthiness of beetroot. Quite a fascinating flavour profile – one that has reach beyond just the ‘no’ category, and an exciting one to introduce to bartenders. Incredibly complex.”

An impressive 10 Golds and one Silver were also enjoyed in this standout flight. Four out of the 10 Gold medals were collected by Lyre’s, including one for the brand’s Amaretti variant, which delivered “heaps of marzipan on the nose, a very classic aroma, with a touch of mint freshness to lift the palate”.

A unique dimension

Low-and-no-Global-Spirits-Masters — Low-and-no is poised for growth

“The apéritif category is genuinely exciting, with a number of expressions with flavour profiles that transcend the no/low category and would be welcomed in adding a unique dimension to all drinks,” said Neotia. “I would go so far as to call this a ‘contemporary’ apéritif category. There was a tomato/pepper savoury apéritif that quite literally stopped me in my tracks.”

Kiely’s panel was left equally excited about the segment. “This feels like the non-alcoholic category that isn’t trying to mimic any alcohol category,” said Miller. “Sometimes thinking outside of the box, rather than replicating a spirit category is really positive.” Chambers added: “This seems to be the category that people have really nailed in low and no.”

Attention turned next to the Non-Alcoholic Pre-Mixed/RTD (less than 0.5% ABV) round. Four Gold medals and five Silver awards made for a solid flight. De Kuyper Royal Distillers secured two of the Gold medals, one for its Mojito Cocktail Zero 0%, and the second for its Margarita Cocktail Zero 0%. The Mojito serve delivered a “minty aroma with some light elderflower notes too”. The palate had “good carbonation and some sharpness, and the mint wasn’t too overpowering, adding a nice lift”.

Meanwhile, De Kuyper’s Gold-scoring Margarita had an aroma that was “impressively, pretty Margarita-like”, which went down well with the judges.

Lyre’s Amalfi Spritz also collected a Gold medal, with its “vibrant orange” hue and “Irn-Bru-like” aroma. “Orange zest, nice fizziness, and some bitter orange oil to add some grip” made it stand out. Completing this flight’s Gold streak was AF Drinks’ Cucumber G&T, which delivered on all flavour fronts, offering “juniper, cucumber and all nicely balanced”.

The final flight of the day was a runaway success for De Kuyper, which clocked three Silvers, one Gold and a top Master medal in the Low-Alcohol Pre-Mixed/RTD round.

The judges hailed Master-winning Fizzy Peachtree for its “juicy peach aroma” and praised the fruity serve for “not being overly sweet or confected – in fact, quite authentic” in its peach likeness. “This is a great example of a fruity sparkling RTD; I’d happily drink this outdoors in a London park in the summer,” said Kiely.

With the tasting complete, the judges revisited the Master medallists to select the first Taste Master winner of 2025. The votes were verified, and it was Wilderton Bittersweet Aperitivo that came out on top. The product is made by alcohol-free ‘spirits’ producer Wilderton, based in Oregon, US.

As IWSR also noted in its latest insights into the low-and-no sector, taste, availability and brand are becoming increasingly important. It is encouraging to see that this year’s medallists appear to be catering to these very demands, and are raising the bar on what this young category is capable of achieving.

Non-Alcoholic White ‘Spirit’ (less than 0.5% ABV)
Company	Product	Medal
Spirits of Virtue	Pearsons Botanicals – Rhubarb & Ginger	Master
Lyre’s Spirit Co	Lyre’s White Cane	Master
Eleven Eleven Spirits	11.11 Eleven Eleven – Non-Alcoholic Spirit	Gold
Caleño Drinks	Caleño – White Coconut	Gold
Pentire Drinks	Pentire Adrift	Gold
Diageo	Tanqueray Ten 0.0%	Gold
Aldi	Greyson’s Alcohol Free Pink Berries Gin	Silver
Hardenberg-Wilthen	Hardenberg Zero.Zero	Silver
Spirits of Virtue	Pearsons Botanicals – Cucumber & Rose	Silver
HerbAll Drinks	HerbAll	Silver

Non-Alcoholic Dark ‘Spirit’ (less than 0.5% ABV)
Company	Product	Medal
Caleño Drinks	Caleño – Mango & Passion Fruit	Gold
Lyre’s Spirit Co	Lyre’s American Malt	Gold
Lyre’s Spirit Co	Lyre’s Dark Cane	Silver
Abstinence Spirits	Abstinence Cape Spice Rum Alternative	Silver

Non-Alcoholic Apéritif (less than 0.5% ABV)
Company	Product	Medal
Wilderton Aperitivo Co	Wilderton Bittersweet Aperitivo	Master & Taste Master
London Botanical Drinks	Everleaf Marine	Master
London Botanical Drinks	Everleaf Mountain	Master
Pentire Drinks	Pentire Coastal Spritz	Master
Wilderton Aperitivo Co	Wilderton Citrus Aperitivo	Gold
Lyre’s Spirit Co	Lyre’s Italian Spritz	Gold
Lyre’s Spirit Co	Lyre’s Italian Orange	Gold
Lyre’s Spirit Co	Lyre’s Coffee Originale	Gold
Lyre’s Spirit Co	Lyre’s Amaretti	Gold
Midi Apéritifs	Midi Apéritifs Ruby Rush	Gold
Hardenberg-Wilthen	Easip Fruits	Gold
Haus of Babylon	Babylon Spritz	Gold
The Cin Company	Cinot	Gold
Sammy Piquant	Sammy Piquant The Jetsetter	Gold
London Botanical Drinks	Everleaf Forest	Silver

Non-Alcoholic Pre-Mixed/RTD (less than 0.5% ABV)
Company	Product	Medal
Lyre’s Spirit Co	Lyre’s Amalfi Spritz	Gold
De Kuyper	Mojito Cocktail Zero 0%	Gold
De Kuyper	Margarita Cocktail Zero 0%	Gold
AF Drinks US	Cucumber G&T	Gold
AF Drinks US	Whiskey Ginger	Silver
AF Drinks US	Apero Spritz	Silver
Pergola Drinks	Tequila & Tonic	Silver
Pergola Drinks	Margarita	Silver
De Kuyper Royal Distillers	Passionfruit Martini Cocktail Zero 0%	Silver

Low-Alcohol Pre-Mixed/RTD
Company	Product	Medal
De Kuyper Royal Distillers	Fizzy Peachtree	Master
De Kuyper Royal Distillers	Archers Lemonade	Gold
De Kuyper Royal Distillers	Archers Woo Woo	Silver
De Kuyper Royal Distillers	Archers Peach on the Beach	Silver
De Kuyper Royal Distillers	Peachtree Peach on the Beach	Silver