Timely support for changing drinking habits

The University of York’s School for Business and Society has unveiled a new NoLo (no- and low-alcohol) Map, designed to help residents and visitors easily locate venues across York offering alcohol-free alternatives.

Released in December, the guide arrives at a pivotal moment: the festive season and the upcoming Dry January, when many consumers seek healthier choices without sacrificing social experiences.

The NoLo Map, developed in collaboration with Anglia Ruskin University, University College Cork, and York St John University, goes beyond a simple directory. It includes:

• 32 participating venues across York offering no- and low-alcohol drinks.
• Three themed routes – the Sober Stroll, York Wall Walk, and Sober Cycle – encouraging fun, alcohol-free activities while supporting local hospitality.
• Free point-of-sale materials and guides for publicans, created with the City of York Council, to help venues promote their NoLo offerings.

The initiative reflects a broader shift in the drinks industry:

• Hospitality resilience: research shows NoLo drinks can support public health goals without financial downsides for pubs.
• Consumer demand: rising interest in alcohol-free alternatives is reshaping menus and retail shelves, particularly during seasonal peaks.
• Inclusivity: by normalising NoLo options, venues create more welcoming environments for diverse audiences, from health-conscious consumers to those abstaining for cultural or personal reasons.

Professor Victoria Wells, co-project lead, stressed that the map makes NoLo options more visible and accessible, while Dr Nadine Waehning noted its role in helping people “enjoy a great night out with or without alcohol, supporting both their health goals and local businesses.”

The project is already inspiring replication. North East Lincolnshire Council has launched its own NoLo initiative, citing the importance of encouraging healthier lifestyles and reducing barriers for those who choose not to drink. This expansion signals growing momentum for alcohol-free innovation across UK regions.

For the drinks and hospitality sector, the York NoLo Map highlights several opportunities:

• Seasonal positioning: Dry January is now a commercial moment, not just a health campaign.
• Product innovation: breweries, distilleries, and soft drink makers can leverage visibility to expand their NoLo portfolios.
• Retail partnerships: maps and guides like York’s can drive footfall to venues, strengthening ties between producers and hospitality operators.

The University of York’s NoLo Map is a tool for hospitality and drinks businesses navigating the fast-growing no- and low-alcohol market. By aligning with consumer health trends and inclusivity goals, the initiative sets a blueprint for how local projects can scale nationally.

The map can be found here: https://acrobat.adobe.com/id/urn:aaid:sc:EU:20af1df5-7f6e-4923-9536-85eadde22515?viewer!megaVerb=group-discover

Explore the no and low alcohol consumption microsite: https://www.york.ac.uk/business-society/research/marketing-international-business-entrepreneurship/exploring-no-and-low-alcohol-consumption/

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