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Zero Alcohol Products: Are They Helpful or Harmful?

Zero-alcohol products are designed to mimic the appearance, taste and smell of alcoholic drinks but contain no, or very low amounts of alcohol. They generally refer to beverages with less than 0.5% Alcohol By Volume (ABV) but can vary from 0.05-1.2% ABV. Zero alcohol products are increasingly being used and promoted as part of AOD prevention policy as a way of reducing alcohol-related harms, but information can often be misleading.

The sale of non-alcoholic beer products in Australia has increased by 57% over the last five years to $35.5 million. Research in the UK indicates that there is a small reduction in alcohol sales as a result of increased no/low alcohol sales. The increased availability and accessibility is resulting in some people choosing these products as a way of cutting down consumption. However, a Cancer Council WA report indicated that substitution with zero alcohol products is the least commonly used technique for reducing alcohol consumption, with only 6% of drinkers using the products for this purpose. And some studies are showing that zero-alcohol products may also have an additive effect in that they are being used in addition to other alcoholic products.

As the sale and promotion of zero alcohol products are governed by the Food Act 2008 rather than State and Territory Liquor Laws, there are no restrictions as to when or how these products are promoted to the general population. As a result, there is an opportunity for production companies to extend the brand promotion of these products to vulnerable populations that wouldn’t normally be prioritised for alcohol marketing, such as children, youth under 18 years and pregnant people. While there are harm minimisation benefits associated with the use of zero or low-alcohol products, the increased promotion of these products also has the potential to cause harm.

Some of the Key Considerations Relating to Potential Harms from Zero-alcohol Products:

Zero-alcohol is not Always Zero-alcohol:

The National Health & Medical Research Council (NHMRC) Alcohol Guidelines recommend that young people under the age of 18 years and those who are pregnant or breastfeeding should not drink alcohol, as there has been no safe limit determined for alcohol consumption in these groups.
Zero-alcohol beers can sometimes contain higher levels of alcohol than what is stated on their labels, posing risks for certain populations:

    • For young people under 18 years, the brain is still developing and is therefore more sensitive to damage from alcohol.
    • For pregnant people, alcohol crosses the placenta to the developing baby and has the potential to cause harm to the baby, resulting in Fetal Alcohol Spectrum Disorder.
    • For individuals in occupational or legal situations in which alcohol abstinence is required or mandated, the consumption of zero alcohol products requiring alcohol can place them at risk when alcohol is, in fact, present.

Increased Access to New Marketing Environments:

    • Under the Food Act 2008, zero alcohol products can be sold in supermarkets, convenience stores and service stations where children can legally shop. This is creating new markets for alcohol retailers to sell their products and promote their brands to population groups that they could not access previously.
    • Zero alcohol products are often classed as ‘soft drinks’ and are positioned near other popular drinks regularly purchased by young people, e.g. Coke, Kombucha, Powerade, Prime and Red Bull, increasing their exposure to alcohol company branding.
    • Positioning zero-alcohol products in supermarkets, convenience stores and service stations has the additional impact of reducing the number of alcohol-free environments for those individuals who have been previously dependent on alcohol. Exposure to alcohol branding and zero-alcohol products can place these individuals at an increased risk of a relapse being triggered.

Brand Extension:

    • As zero alcohol products are designed to look, smell and taste like their alcoholic counterparts, alcohol companies can now promote their logos, colours and campaigns in new marketplaces, raising awareness of ‘branding’. Young children have been found to recognise alcohol brands but are unable to tell the difference between one that contains alcohol and one that does not.
    • Current restrictions preventing the advertisement of alcoholic products on TV during specific periods of the day do not apply to zero alcoholic products, including during sports telecasts. This also opens up sponsorship opportunities that have not previously been supported, such as the recent sponsorship of the Olympic Games by Corona’s Cero (zero alcohol) beer.

Gateway to Increased Youth Alcohol Consumption:

    • Early exposure of minors to alcohol-related stimuli has been consistently linked to earlier and more intense underage alcohol use, binge drinking and problematic drinking behaviour in early adulthood.
    • Earlier onset of alcohol consumption is also a likely risk factor for a range of long-term health risk factors, including alcohol use disorders, anxiety, depression and drug-related problems.

Normalising Drinking Behaviour:

    • Alcohol is an intrinsic part of Australian culture and is seen as acceptable in almost all social situations, from weddings to funerals, baby showers and sports matches. While the use of zero alcohol products can be valuable as a strategy for reducing consumption and harm minimisation in adults, for young people and children, seeing the use of these products in everyday settings, including when driving, at sporting events, community social activities and in outdoor environments where alcohol consumption may not otherwise be allowed, continues to normalise drinking behaviour as part of Australian culture.
    • For young people under 18 years, zero alcohol products have been promoted for use at parties and social events where they may wish to be alcohol-free but feel peer pressure to drink. There continues to be significant cultural pressure for Australians to be seen to be joining in with consuming alcohol at most social occasions to meet cultural norms and a social stigma associated with choosing to be alcohol-free.

While zero alcohol products have potential benefits as far as reducing alcohol consumption and alcohol-related injuries and harms, with resultant health benefits, the significant associated risks must also be considered before deciding whether alcohol companies can continue to promote these products in the unregulated manner in which they can in the current environment.

Frequently Asked Questions

Yes, some non-alcoholic beers may contain more alcohol than their labels claim, which can pose health risks for individuals with liver issues, young people, those who are pregnant, or those recovering from substance use disorders.

Non-alcoholic beer is created by removing the alcohol from regular beer, but it still shares many of the same ingredients and flavours. It is designed to mimic the appearance, taste, and smell of alcoholic products but contains no or very low amounts of alcohol.

Zero or low-alcohol products are often marketed as healthier alternatives to standard alcoholic beverages, but they may have potential downsides worth considering. Many contain added sugars, artificial additives, or sweeteners, which increase calorie intake and may impact health.

They can also trigger cravings for alcohol in those recovering from dependency and may create a false sense of healthiness, leading to overconsumption. Additionally, these drinks often lack nutritional value, and their long-term health effects are not well understood. For some, they might not address the root causes of unhealthy drinking habits, making moderation and ingredient awareness key.

In many regions, zero-alcohol products can legally be purchased by minors as they are governed by food laws rather than liquor laws. This increases the exposure of alcohol branding to children and raises concerns about normalising alcohol use.

The taste, smell, and branding of zero-alcohol products may act as triggers for individuals recovering from alcohol dependency, potentially leading to cravings or relapse.

Studies suggest that exposure to alcohol-branded products, even those labelled as “zero-alcohol,” can normalise drinking behaviour and potentially lead to earlier alcohol experimentation among young people.

Not always. Depending on the region and product, zero-alcohol beverages may still contain trace amounts of alcohol, usually less than 0.5% ABV, which can add up with frequent consumption and can be harmful to certain groups.

This article was written by Holyoake’s qualified AOD Prevention Team. Whilst it uses evidence to support its stance, some statements are opinions.