“No/Lo”: the alcohol-free approach to naming

The alcoholic drinks sector may be one to stick to tradition, with ingredient-led and patronymic names dominating, but in the alcohol-free industry, creative trumps classic. A name that reflects ambitious founders, experimental flavours and contemporary techniques is anything but straightforward to create. As a naming agency, unusual projects that challenge our expectations excite us, so let’s take a dive into four themes that have intrigued us in no and low alcohol branding.

All the taste, none of the vowels

As a brand aiming to combine modern distillation and classic botanical flavours, JNPR’s philosophy is focused on choice: feeling free to choose the alcohol-free version of your favourite cocktail without compromising on flavour.

Taking its root from juniper often found in gin, JNPR is a pioneer of the alcohol-free spirit sector. By removing its vowels, the name evokes the absence of alcohol while also conveying an elegant, modern aesthetic. This naming concept is carried across their entire range of drinks, including RHHM (alcohol- free rum) and VRMH (alcohol-free vermouth), successfully communicating that the consumer can expect the known and loved flavours of these drinks, just without the booze.

Creativity is key… words

Other names communicate their low and no alcohol identities by focusing on key words and using abbreviations that evoke the reduced alcohol content consumers are seeking.

Moderato is an alcohol-free wine brand that has pleasure and conviviality at its heart. Aiming to enable consumers to lower their intake while still enjoying a drink in social settings, the name is spin on the word “moderate”. The brand’s purpose is embodied concisely with a name evocative of a happy medium and keeping within reasonable limits. Enjoying a glass or two without the guilt, that’s Moderato.

Another example of this naming approach is Belgian spirit producer NONA. With its “no alcohol, no compromises” slogan, the brand aims to emulate classic spiced and herbal flavours found in alcoholic spirits such as gin. This short, simple name evokes the non-alcoholic category, its four letters standing as an abbreviation of “non-alcoholic” itself. Opting for an adapted key word or abbreviation enables the brand to highlight the alcohol-free nature of their product range in a unique and modern way.

Add a zero to that

Non-alcoholic beer continues to be the most widely consumed drink in the low alcohol category. Compared to its more experimental counterparts, alcohol-free beers tend to stick to more classic naming, almost exclusively using a zero to communicate the absence of alcohol.

This type of naming works well for established brands in the sector looking to release an alcohol-free range. Once again concentrating on a message of low alcohol content while avoiding compromise on flavour, adding a zero to the known name prioritises clarity for the consumer. This is reflective of beer’s status as a no-nonsense beverage, marketed to an audience that isn’t necessarily looking for a revolution, just the same taste, known and loved, without the alcohol. By using the digit 0, as in Heineken 0.0, or the word zero, like in Corona Cero, brands are able to maintain their recognisability while remaining well-adapted for their most loyal consumers.

Sober symbolism

With the low alcohol industry booming, many emerging brands are placing the principal of being non-alcoholic at the core of their identity. Selecting a symbolic name to reflect these values can be a strong choice, especially for businesses trying to establish themselves in the sector.

Take Lucky Saint, a brand looking to provide the same fullness of flavour as a traditional alcoholic pint, simply in an alcohol-free form. Launched in 2018, the conception of a brand built on being alcohol-free was a fresh approach, and the name needed to reflect this.

The symbolism of a saint, an exemplary role model associated with virtuosity was the perfect choice, conveying the beer’s unique alcohol-free identity in a playful way. In combination with “lucky”, the name perfectly sums up what it takes to break into a new market and references the morality linked to steering clear of alcohol.

Successfully establishing your brand identity in an emerging yet rapidly growing industry is vital. Choosing the right name in the no and low alcohol market is essential, but building a reputation from scratch isn’t always easy. With the help of a naming agency, brands in the sector can count on conveying their no alcohol, no compromise philosophy by finding a name that reflects an industry that defies norms.