'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.”




Bookmark this


Site Search

COMMENT

Breaking up with Burgundy

Making my way through the recent tranche of Burgundy tastings for the much-hyped 2015 vintage, I found myself experiencing a moment of guilt.


Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter