Going Sober – The Rise Of Non-Alcoholic Beer In The UK

Here in the UK, it’s no secret we love a drink. For thousands of years, beer has been a staple of the British diet and ingrained into our culture. However, in the past few years, as many become more health-conscious, low and zero percentage beer has been on the rise. 

In 2024, 87% of pubs served at least one no or low alcohol beer, with 8% of these being a draught option. Compare this to 2019, and it sat at just 2%.

But why the sudden change in fortunes for zero percent beer? Let’s take a brief look at how the attitude towards drinking has shifted in the past decade, and where the opportunity lies for you, the consumer and brewers like ourselves.

Why the shift?

For years, options for non-drinkers were strictly limited to the sugary soft drinks that pubs and venues serve. Non-alcoholic beer has a much lower sugar and calorie content than these, making it a much more appealing option for the health-conscious among us.

It’s also now much more socially acceptable to skip the alcohol. This reflects the overall cultural shift towards moderation and responsible drinking.

This normalisation has contributed to the popularity of non-alcoholic beer, as people feel more comfortable choosing it as an alternative drink without the social stigma. Now it is easy for you to find great alternatives.

The quality and taste of low and no alcohol beer has drastically improved. As technology has advanced, the gap between ‘the real thing’ and its zero counterparts has become blurred. So much so, it is now expected that non-alcoholic beer should taste exactly the same. And consumers want variation in flavour profiles, not just standard lagers, and that’s where craft beer can really make its mark in this market.

The next generation of drinkers

Gen-Z is by far the most health-conscious generation yet. They are making more informed choices around drinking than before, and non alcoholic options are becoming a great way to socialise without the hangovers. 

That’s not to say they don’t drink at all, but the social event is much more important than the drinks, so having the option for both is an important factor in a night in with friends or a night out on the town.

This market is set to grow as more and more young people reach the legal drinking age. So it’s up to brands like ours to provide a much wider range of options outside of standard mainstream lagers.

Who else?

But it’s not just young people who are making different choices…

Designated drivers have always been stuck with a sugary soft drink, whereas now they have many more options to not only look the part, but enjoy the taste without the worry of driving limits and ensuring they can get everyone home safe.

In general, the UK population has become much more health-conscious, so switching occasionally to alcohol free alternatives has become a part of life for many. This is why it’s important that brewers recognise this increasing demand.

Craft beer’s big opportunity…

With this newfound demand, there is a larger market opportunity for craft breweries. Apart from a select few of the big players, there is a gap that needs to be filled as demand grows.

Some key mainstream brands have led the way in the alcohol free market, and especially the draft market, but getting it just right has taken time. But now craft beer has a big opportunity to enter this market. There have even been low alcohol specific breweries set up with the sole focus of targeting this growing market

As for you, the consumer, this market opportunity leads to investment, which leads to higher quality, better taste and overall even more choice. You should champion your favourite non alcoholic beers and spread the word. The era of mainstream low alcohol is almost over, roll on zero percent craft.

As for us, watch this space, for those looking for a non-alcoholic Goat, there is something very special in the works…

In the meantime, check out our socials for more about our brand and beers.