Craft brews are no longer top choice for Britain’s discerning beer drinkers.
But the alternative product turning people’s heads may surprise you…
What is Britain’s fastest-growing beer variety?
For the past few years, Britain’s beer market has been dominated by crafty cans on the one hand, and well-known, premium beers on the other. While these go-to alcoholic beer varieties are still popular, there’s a new drink of choice in town.
In a sure sign that sobriety is here to stay, the fastest-growing beer variety in Britain is…
No-and-low alcohol beer.
It’s something we’re seeing across the board, in different supermarkets and all alcoholic drinks categories. This includes spirits, wine, and ready-to-drink cocktails.
In Tesco, for example, the low-and-no alcohol trend has sent demand for booze-free beers skyrocketing by a staggering 40%. Among the brands enjoying the uplift in sales are dedicated low-and-no alcohol brewers and heritage brands with new product offerings.
Why is the low-and-no alcohol trend so big right now?
This is far from a flash in the pan. The low-and-no alcohol trend has been accelerating for some time now, driven largely by younger consumers.
This increasingly health-conscious market segment, typically aged between 18 and 24, is choosing to prioritise wellbeing over pints in the pub. Or, if they do fancy a tipple, many are opting for low or no-alcohol alternatives of their favourite drinks.
But it’s not just Generation Z driving the change. Within all age groups, a growing focus on fitness, nutrition, and mental health is disrupting the drinks status quo.
As a result, many Brits are starting to introduce low-and-no alcohol products into some drinking sessions, even if they aren’t switching completely.
Does the low-and-no alcohol sector have a future?
Unless something drastic changes, the low-and-no alcohol boom won’t be going anywhere anytime soon.
One key indicator is the fact that the trend has not only sustained beyond Dry January, but continued to grow since.
Another relates to the steady rise we’re seeing in British adults deciding to cut down on drink. According to a 2022 study by KAM, 55% of UK adults are trying to reduce their alcohol consumption. And, judging by recent market shifts, that number will only keep increasing.
Make the most of category growth
Now is the time to capitalise on the sector’s rapid acceleration.
To do that, you will need to maximise the knowledge, expertise, and innovation within your organisation. The good news is that these are all qualities we can screen for in your talent search!
Are you looking to make the most of the low-and-no alcohol trend?
Ask us how we can help you source top drinks and marketing talent that can add value to your business:
Call us: 0333 772 7200
