Health-conscious young consumers driving growth of non-alcoholic beer

05 January, 2016

Alcohol-free beer is gaining in popularity in the UK, according to new research from AB InBev UK.

Some 31% of us have now tried alcohol-free beer, and 19% of us cannot taste any difference between it and regular alcoholic beer, the survey found.

For those consumers looking to cut back on or eliminate alcohol consumption in January, 34% will be turning to alcohol-free beer, up from 20% last year.

Among millenials, 21% are likely to drink it this month, up 10% on 2014.

This is in line with a trend towards more healthy lifestyles among the young, with 41% of those aged 18 to 19 actively trying to cut back on their alcohol consumption.

One in ten women drink alcohol-free beer on a weekly basis.

Londoners are more likely to consume alcohol-free beer than any other UK city.

AB InBev is committed to ensuring that at least 20% of its global beer volume will be either lower-alcohol or alcohol-free by the end of the decade.

Its Beck’s Blue brand is the market leading alcohol-free beer, with a 58% share of the category, which itself is growing 5% year on year.

Last year, Beck’s Blue grew 15% in the off-trade and 10% in the on-trade.

Anna Tolley, legal and corporate affairs director at AB InBev UK and Ireland, said: “It’s great to see the growing popularity of alcohol-free beer among the UK public – especially millennials.

Offering consumers choice is an important part of our commitment to responsible drinking and we are proud to brew Beck’s Blue, the market leading alcohol-free beer.”

The survey was conducted by market research agency Opinium on behalf of AB InBev.

Opinium interviewed 2,003 UK adults between December 4 and 8, 2015.




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Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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