The non-alcoholic beverage sector isn’t just about ‘not drinking’ anymore - it’s about more and better choices, superior flavours, and a fundamental shift in social culture.

In this episode of The Brief, host Jo Jacques, Managing Director, Advertising, at McCann, is joined by Nik Keane, Founder and Chief Marketing Officer of DioniLife, and McCann’s Chief Strategy Officer, Ringo Moss.

Together, they explore Nik’s fascinating journey from "gamekeeper to hunter" - swapping a high‑level marketing role at drinks giant Diageo for the agile, high‑stakes world of an alcohol‑free startup.

We dive into the reality of the category today: unpacking whether the rise of ‘No and Lo’ reflects deeper lifestyle changes and cross‑generational shifts; how challenger brands can carve out space as industry titans enter the arena; and why “quality without compromise” is the only viable strategy when you're asking consumers to swap their favourite spirit for an alcohol‑free alternative.

This episode offers a refreshing look at a category that’s not just booming, but here to stay.

In this episode, you'll discover:

• How cultural language and shifting behaviours amongst audiences are redefining what it means to “enjoy a drink” today.
• How DioniLife is helping make alcohol‑free drinking a confident, mainstream choice for every occasion.
• Nik's journey from leading global marketing at Diageo to navigating the startup world with DioniLife.
• How DioniLife prioritises experience and quality to appeal to a growing audience of non-drinkers.
• The challenges and opportunities of being a challenger brand in a rapidly evolving/growing sector, and the role of agencies and partnerships in taking bold, calculated risks.

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