The sale of non-alcoholic drinks is on the rise and isn’t showing any sign of slowing down. In fact, British people are drinking less than they did 30 years ago and this is believed to grow even more by 2030. So, what’s causing the change and why are big booze brands so keen to get in on the action?
There are all sorts of factors that could be behind the sales uplift of low to no alcohol options. A noticeable reason is people starting to take more interest in their health. Over the past few years, getting fit and staying healthy has gone from a infrequent personal affair to a daily social routine and taken digital media by storm with more hashtags than I can list and BIG money influencer brand sponsorships. People are looking for new ways to enjoy going out for food and drink with friends without having the negative effects of hangovers & excessive calories. You only need to look at the massive increase in sales of vegan options in store and across delivery platforms like Deliveroo, which have quadrupled since 2017, to see how healthy lifestyle choices are changing consumer buying patterns.
Notably, younger generations are drinking less and groups commonly associated with heavy drinking such as university students, sports teams or those indulging in office party culture, are gradually changing their views and sobriety is being put into the spotlight. More and more discussions are being held on the impact of the expectation to drink when out with friends or while networking with colleagues.
As more people are jumping on the health bandwagon and demanding better options, drinks manufacturers are starting to wise up and are starting to develop more low to no alcohol options. Scottish craft beer company Brew Dog announced this month that they were launching the ‘world’s first’ alcohol-free beer bar serving 15 types of the beer on draft, and there are many more dry bars popping up in the country. At the top end of the scale, the biggest brewer in the world AB InBev is aiming to grow sales of low and non-alcoholic beers from 8% of total sales in 2017 to 20% by 2025.
It’ll be interesting to see just how much the conversation around alcohol changes over the next few years and whether those expectations will come true. Will it ever reach the stage where more people are teetotal or opting for non-alcoholic options than those after a traditional pint? Even as a publican (The Stocks Hotel), I personally think this will be huge and low to no alcohol will supersede all of our current thoughts and expectations transforming drinking culture as we know it. It may seem hard to imagine at present, but the way perceptions have shifted over the past few years, it’s absolutely possible.
Team Nibble are following the progress of low to no alcohol and have help with best practices for developing your non-alcoholic beverage sales; get in touch if you need anything!