#beyondalternative: Top trend No & Low in the beverage world

The popular beverage section at Alles für den Gast will once again be enhanced in 2025 by an innovative highlight: #beyondalternative brings together the best of the No & Low Alcohol segment in its own dedicated area – in exclusive collaboration with OneWORLD HEROES, Austria’s leading NOLO business consulting agency.

No & Low: A Growing Force in Hospitality
No & Low is no longer just an alternative – it's becoming a staple. Demand for alcohol-free and reduced-alcohol drinks continues to rise, not only among consumers but also across the hospitality sector. With a dedicated showcase area, the trade fair provides the ideal space for industry professionals to discover the latest developments, products, and opportunities in this fast-evolving category.

An Upgrade – Not a Substitute
The No & Low movement isn’t about replacement – it’s about redefining drinking culture. Technological innovations, such as advanced dealcoholisation processes, are unlocking new levels of complexity and flavour. This opens up exciting possibilities for the hospitality industry to expand its offering and attract new audiences.

Expertly Curated, Personally Presented
In partnership with NOLO pioneer Frank P. Spängler from OneWORLD HEROES, Alles für den Gast will once again bring together leading brands and fresh talent from the No & Low scene. Exhibitors will present their ranges – including alcohol-free (distilled) spirits, dealcoholised (sparkling) wines, sparkling teas, elixirs, kombuchas and premium mixers – and offer one-to-one consultation to professionals.

Start-up Spirit Meets Diversity
Many top No & Low brands began as start-ups, driven by passion and innovation. Their authenticity is what makes #beyondalternative so compelling. The goal: to present the widest possible spectrum and demonstrate just how far the alcohol-free beverage world has evolved.

Hands-On Advice & Taste Experiences
From 8 to 11 November 2025, industry visitors will have the chance to engage directly with producers, gain insights into production methods, mixology, food pairing, staff training, pricing, and sourcing. A wide variety of tastings ("liquid to lips") will bring the products to life and inspire new ideas.

Health-Conscious and Full of Flavour
The growing interest in No & Low is driven by many factors – from health concerns and lifestyle choices to a desire for novel flavour experiences. Hospitality is responding with creativity and innovation. At the show, visitors will see how No & Low concepts can also enhance premium dining and pairing experiences.

“With #beyondalternative, we’re adding real value to the beverage world – in partnership with outstanding collaborators and a scene full of energy and innovation,” says Michael Reich, Exhibition Director of Alles für den Gast.