The no-and-low spirits category is experiencing a seismic shift, and the 2026 Low & No Masters competition will be a crucial test. According to reports from *The Spirits Business*, judges are issuing a clear demand: no-and-low spirits must deliver genuine intensity and flavor when mixed.
The category’s explosive growth – a staggering 61 million people joined between 2022 and 2024 – has understandably led to a flood of products. However, a significant portion of these offerings are falling short, deemed overly sweet and lacking the punch needed for cocktails.
Leading the charge in demanding intensity are a panel of distinguished judges, including Melita Kiely (editor-in-chief of *The Spirits Business*), Ruchira Neotia (Ruchira’s Table), and Karen Taylor (Whisky For Everyone). They’ve expressed a clear preference for spirits that can stand their own ground when combined with mixers.
Several products shone through, notably Tanqueray 0.0%, which earned particular praise for its remarkably accurate representation of real gin. The competition saw a total of 27 gold medals awarded across diverse categories, highlighting the quality of innovation within the sector.
Hayman’s London 0% took home top honors overall, a testament to its balanced profile and ability to deliver a satisfying spirit experience. Lyre’s White Cane and Sober Spirits Rum also garnered significant recognition, showcasing the growing sophistication of the market. Notably, Sir James 101 impressed with nine gold medals, particularly lauded for the vibrant carbonation and grapefruit notes in its Paloma formulation.
The judges’ emphasis on intensity suggests a maturing consumer palate – one that’s no longer satisfied with merely a ‘softer’ alternative. It’s a clear signal that the future of no-and-low spirits lies in robust, flavorful creations that can truly compete with their alcoholic counterparts.
