'Millennials' lead demand for alcohol-free beer - report

29 December, 2014

Research for AB-Inbev UK has shown that 18-34 year olds are eight times more likely than over-65s to replace full-strength alcohol with alcohol-free beer in January

The “millennials” group are also four times more likely than over-55s to drink alcohol-free beer next month

Twice as many 18-34 year olds as over-55s expressed the likelihood of drinking alcohol-free beer at Christmas and New Year in the ComRes survey commissioned by the Beck’s Blue alcohol-free beer producer.

The headline figure showed that 8% of millennials are likely to switch to alcohol-free beer next month, compared with just 1 per cent of over-65s.

The survey also found that 29% of those who drank alcohol-free beer over the festive period chose the beverage to create a good impression – either with in-laws or work colleagues. 

Nick Robinson, marketing director for AB-Inbev UK, said: “It is great to see customers planning on enjoying alcohol-free beers after the busy festive period.

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

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