Low-alcohol beer 'more socially acceptable' – report by AB-Inbev

26 August, 2014

Low-alcohol and alcohol-free beer is becoming more socially acceptable and off-trade volumes have grown more than 8% in the past year, a study has revealed.

AB-Inbev commissioned the research from Comres, which found that 43% of British adults had tried alcohol-free beer, and 49% found it more socially acceptable than it was five years ago.

More than half of men said they had drunk alcohol-free beer, and 59% of those polled said they would feel comfortable ordering alcohol-free beer in front of their friends in a pub, bar or restaurant.

People were most likely to drink alcohol-free beer when driving or simply to see what it was like.

AB-Inbev also found that its Beck’s Blue was the UK’s most popular alcohol-free beer. Volumes of the brand in take-home grew 21% in the year to June 21, according to IRI, giving it more than 50% market share.

Beck’s marketing manager Jennifer Anton said: “It is encouraging to see customers are comfortable ordering alcohol-free beers when out with friends.

"Offering consumers choice is an important part of our commitment to responsible drinking.”

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