‘Hiding the Label’: ‘Passing’ as Drinkers and Reinforcing Drinking Norms Through no and Low Alcohol Consumption in Social Settings

Introduction Despite the expansion of the No and Low (NoLo) alcohol market (drinks from 0.0% to 1.2% ABV) in the United Kingdom and other contexts, knowledge of how/why these products are used remains limited. This paper addresses gaps in understanding, exploring how NoLos are used by consumers to feel included and/or ‘pass’ as drinkers in social settings. Methods This paper presents data from a small‐scale UK study involving 15 in‐depth interviews with NoLo consumers. Results The paper identifies three key themes. ‘Inclusion, blending in and drinking rituals’ explores how NoLos supported alcohol abstainers/reducers to feel socially included in the face of cultural imperatives to drink. ‘Appeasing drinkers and performing “fun” identifies ways in which NoLos helped consumers to ‘hide’ their non‐drinking status, pass as a drinker and reassure/accommodate drinkers in social settings. The final theme—'the relationship between alcohol and NoLos'—considers the ways in which participants considered NoLos in relation to alcohol, including some of the more negative features of NoLos. Discussion and Conclusions While NoLos were positively associated with inclusivity and sociability, the potential of alcohol refusal to challenge the status quo of drinking remains limited when NoLos are used to limit the ‘threat’ of non‐drinking. NoLos may ultimately continue to support normative drinking cultures and reinforce social norms around drinking. Findings are significant as they may ultimately have implications for alcohol harm and public health, while directly contributing to a limited knowledge base and addressing persistent gaps in our understandings of how NoLos are incorporated into everyday (non)drinking regimes.