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.”




Bookmark this


Site Search

COMMENT

What makes wine special

Reaching the 50th instalment of Hemming’s Way is hardly the biggest milestone, but I don’t need much of an excuse to pour myself a glass of champagne before getting dressed. It’s a better reason than I had for all 49 other instalments, anyway. Not that that stopped me.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter