Previously a niche idea, 'dry July' has become the rage de jure for the squarest of corporates to the edgiest of musicians. At Unleashed it made us wonder, how do these sober beers translate to a brewer's bottom line?
We decided to investigate: looking at numbers for 39 indie brewers over the last four years to figure out if 'NoLo's' are as financially frothy as they would appear.
The results, it turned out, were clear. Breweries offering NoLos (defined as less than 0.5% ABV) saw more than 3x the revenue growth over the four year period, among other compelling figures.
Study findings:
- Indie NoLo producers are seeing more than 3x the revenue growth of non-NoLo brewers: Producers with NoLo offerings saw nearly 20% higher growth in YoY sales revenue than those that didn’t, with 28.6 percent year on year growth for NoLo offerers, compared to 9.2 percent for producers without (calculated for financial years from 2018-2022)
- NoLo has been a sober driver of brewery revenue growth: Producers who have added NoLo products saw an average 41.1% growth in revenue in the year after the NoLo products were released.
- Revenue growth has more than doubled for some NoLo customers in the last two years: Some NoLo customers have seen revenue growth north of 100%, underlining the explosion in demand for NoLo products
- In lockdown environments, NoLo is an elixir for revenue life: In 2020 when non-NoLo brewers saw -0.1% revenue decline, those with a NoLo offering saw revenue jump by more than a quarter (25.3%)