This summer, British pubs are anticipated to serve an impressive 64 million pints of no and low alcohol beer, marking an increase of eight million from the previous year. The British Beer and Pub Association (BBPA) has hailed this surge as evidence that these beverages are no longer a fleeting trend but have established themselves as a significant segment within the industry.
A Record-Breaking Year for No and Low Alcohol Beers
In the past year, consumers across the UK enjoyed around 200 million no and low alcohol beers, achieving the highest sales figures the category has ever seen. The BBPA reports that this segment has emerged as the fastest-growing category in the UK beer market, boasting an astonishing growth rate of 870% since 2013. This remarkable rise reflects a broader shift in consumer preferences towards healthier drinking options.
Barriers to Further Growth
Despite the encouraging growth, the BBPA has raised concerns about the restrictive UK definition of ‘alcohol free’. Currently, a product can only be labelled as alcohol-free if it contains less than 0.05% ABV (alcohol by volume). This standard presents challenges for many British brewers keen to enter the market, especially when compared to other countries that set the limit at 0.5% ABV.
Emma McClarkin, the chief executive of the BBPA, emphasised the need for the government to amend this definition. She stated, “The popularity of no and low alcohol beers is booming, and the category’s year-on-year success shows that it’s here to stay. We need the government to change the alcohol-free definition to 0.5%. This will facilitate greater investment, align us with international standards, and expand choices for consumers who wish to moderate their alcohol intake.”
The Summer Surge
As summer approaches, the demand for no and low alcohol options is expected to escalate. James Rabagliati, head brewer at Nirvana Brewery in Leyton, noted that warmer weather has positively impacted sales, with many consumers opting for alcohol-free beverages during the heatwave. He observed trends such as “Zebra-striping,” where drinkers alternate between alcoholic and non-alcoholic beers.
Luke Boase, founder of Lucky Saint, echoed this sentiment, pointing out that summer social activities often lead to increased interest in alcohol-free options. He believes that updating the government’s definition could encourage even more consumers to choose these alternatives, benefiting both health-conscious individuals and the brewing industry.
Why it Matters
The growth of no and low alcohol beers is reflective of changing consumer attitudes towards drinking, highlighting a societal shift towards moderation and health consciousness. As pubs adapt to these trends, the potential for increased investment and innovation in this sector could lead to a broader range of choices for consumers. By aligning with international standards, the UK can support its local breweries while catering to an increasingly diverse market of drinkers who seek enjoyable alternatives without compromising on taste.
