The Message Behind the Bottle
Summary
No and Low (NoLo) alcohol beverages are rapidly growing in popularity, particularly
among younger adults. While these drinks are often seen as alcohol-free alternatives, little is
known about how young consumers interpret NoLo advertising and how it might shape their
perceptions of alcohol use. This qualitative study contributes to this underexplored area by
examining how young adults aged 18-25 in the Netherlands perceive NoLo advertising and
how it influences their alcohol consumption. The study sample consisted of seven
participants with diverse educational and employment backgrounds. Thematic analysis,
following Braun and Clarke’s framework, was used to identify, analyse, and report patterns
within the data. The findings indicate that although participants did not feel directly
influenced by NoLo advertising in their personal drinking behaviour, they acknowledged its
role in shaping broader social norms around alcohol. NoLo products were commonly
described as tools for achieving balance, yet their visual similarity to alcoholic beverages
raised concerns about normalisation, particularly among younger adolescents. These
findings align with existing concerns in the literature, suggesting that NoLo advertising may
indirectly reinforce drinking culture despite the absence of alcohol in the product. The
significance of this study lies in its contribution to understanding how perceptions and
consumption patterns are shaped through marketing strategies that blur the line between
alcohol and its alternatives. These insights offer a valuable foundation for future research
and policy discussions on youth, advertising, and alcohol-related norms