The Australian Trade & Investment Commission (Austrade) says a recent exclusive, invitation-only event in Kuala Lumpur, Malaysia, was its first promotion of Australia’s premium no-alcohol beverages in the country.
Some of Australia’s leading NoLo alcohol beer, wine, and spirit producers from New South Wales, South Australia, Victoria, and Queensland presented their products at what Austrade called a “Sober Par-Tea”. Participants were:
- Wine to Water (Little Ripples)
- Zero Proof Australia (Lyre’s)
- Seadrift Distillery
- Fourth Wave Wine / Plus & Minus
- Brunswick Aces
- Naked Life
- Australian Tea Masters Association Pty Ltd
- Quest Beverages (Calm & Stormy)
- Pure Vision Wines
- POLKA
- Sobah Beverages
The beverage manufacturers made specially curated drinks and mixers for tasting by Malaysia’s beverage importers, distributors, and representatives of the hotel/restaurant/catering (HORECA) sector.
Melanie Harris, Trade and Investment Commissioner, Kuala Lumpur, said that the event had received strong support from Australian brands but also local importers, with companies and businesses acutely aware that there is increasing demand amongst consumers.
The NoLo alcohol segments have experienced strong growth in recent years as consumers look for a similar taste experience to traditional drinks but without the alcohol content.
IWSR data forecasts NoLo consumption will increase by a third by 2026. In 2022, the NoLo market across beer/cider, wine, spirits, and ready-to-drink (RTD) categories grew by more than seven per cent in volume across 10 key markets. IWSR anticipates that no alcohol products will spearhead growth and account for more than 90 per cent of the forecast total category volume growth.
Austrade said Australian businesses are at the forefront of innovation in non-alcoholic beverages segment with beer and cider categories being the most popular.
With Malaysia (and Singapore) a key South-East Asia market for Australian food and beverage products, demand for innovative, premium-quality products is high.
“There is a need to get ahead of the growth to position new and innovative products in the market.
“Despite our high-quality products, good branding and positive reputation in the market, we are not without competitors and this event serves to provide a platform to really launch a line of new beverage products in Malaysia and other ASEAN markets,” Harris said.
First Nations owned and a speciality craft brewer, Sobah uses native Australian ingredients such as finger lime, pepper berry, and Davidson plum to create unique high-quality non-alcoholic beverages.
Sobah Beverages head brewer, Luke Cooper, said, “We are immensely proud of the quality and integrity we bring to our non-alcoholic beers and our commitment to enhancing and championing First Nations culture.
“Our beers have been well-received in the Australian market as there is no difference in the brewing process, but we found a yeast that allows production at non-alcoholic levels.
“The opportunity to work with Australian native ingredients, innovate and market new and exciting flavours to overseas consumers is really exciting.”
Brunswick Aces is an industry leader, being the first to create Australia’s first zero alcohol gin in 2018, which has developed into a full-service bar with every drink on the menu available in non-alcoholic options.
In Australia, there is no shortage of potential suppliers to countries like Malaysia and Singapore, looking for innovative premium products. ISWR found that in Australia, NoLo alcohol manufacturers producing no alcohol products are pushing ahead of those creating low alcohol varieties due to significant innovation that is attracting consumers.
