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Our guide to low and no alcohol beers and cider

50% of people now moderate their alcoholic intake and 15% would visit pubs more often if there were better non-alcoholic drinks available, in the past few years, there’s been a significant shift in the way people drink alcohol, they want healthier low alcohol choices, without compromising on taste. This segment of the Beer and Cider category is seeing growth in terms of volume and value, with Heineken® 0.0 contributing 70% towards the volume sales growth. New to the market in Spring, the New Zealand-born Old Mout released an alcohol-free cider for the first time, in response to category trends and consumer requirements for no and low alcohol beverages. Low alcohol Old Speckled Hen has also been added to the growing list of Low and No alcohol options now available. Crafted by the master brewer of ‘Old Speckled Hen’ this refreshing low alcohol beer is brewed with fine ingredients to deliver taste and aroma evocative of the nation’s favourite premium ale but with 54% fewer calories.

GROWING IN POPULARITY
It’s a trend that is here to stay and we therefore expect to see continued growth in the low and no Alcohol category. Having a great range is the right starting point. By supporting customer choices and offering a positive range of healthy options, ‘Low & No’ alcohol alternatives means you can stop customers feeling that a trip to the pub is out of line with their health goals.

Ciders

Old Mout Alcohol Free launched last year. It contains the same ingredients as the 4.0% ABV version and is blended and packaged in exactly the same way, so consumers can enjoy the same great cider they love without the alcohol, perfect for designated drivers and abstainers at this time of year.

Beer

One of the findings reported within The Greenpaper – the biggest piece of category research ever undertaken by Heineken® – is the ‘Live Better’ trend, which incorporates low and no alcohol alternatives. Predicted to add £58m to the channel by 2021, more and more people are trying to lead healthier and more sustainable lifestyles, whether by watching what they eat, or moderating their alcohol intake.

Beers such as Heineken® 0.0, peroni libera 0.0 and Low Alcohol Old Speckled Hen were launched in response to this growing demand and Heineken® 0.0 won a gold medal in the 2018 Global Beer Competition Awards for the low/no alcohol category.

Soft Drinks

With around a third of millennials avoiding or cutting back on alcohol, and binge drinking also on the decline (down from 27% to 18%), Christmas and New Year is going to be a sobering occasion for some. That’s why the soft drinks market is worth a staggering £14.2 billion and is growing by around 1.1% per year. There is a real opportunity to attract this lucrative group of customers.

Carbonated Soft Drinks

If you want to appeal to millennials, you need to offer the right drink at the right time. The data shows that these customers change habits based on the occasion. The first lesson is that Coca-Cola is the most popular choice, no matter what the reason for visiting the pub.

Juices and water

People are all getting more conscious about their health, so ensure you have some healthier options available such as juices and waters.

Energy

Appealing to the millennial's (18-34)

This group of valuable customers represents 28% of the UK adult population, but 36% of the pub visitors. They also account for 38% of soft drinks sales, meaning they punch above their weight in this category and can’t be ignored.