Meet the New Brand, Same as the Old Brand?

Low- and No-Alcohol Brands Reposition Their Labels

It’s possible that The Who didn’t get it entirely right. Perhaps the new boss can be a smarter version of the old one. The low‑ and no‑alcohol beverage aisles have been repositioning their own labels while we shop. In the span of a few seasons, three household names in Spindrift, White Claw, and Miller have quietly traded intuitive identities for something a shade more intentional. I’m not talking radical reformulations or gimmicks. Instead, these are surgical language swaps including a flavor renamed to sound like a mocktail, a “0%” rewritten as “Zero Proof,” and a calorie badge replaced by a low‑ABV flex. Are they dialing in nuance, or just polishing the packaging? In a space where growth depends on new occasions, even the smallest language shift can signal a bigger brand move.