The rise of low & no alcohol
The world of drinking is changing—and fast. Whether it's health-conscious customers, younger generations moderating their alcohol intake, or simply a desire for more choice, low and no-alcohol options are becoming a serious category and Brakes are here to help you stay ahead of the curve.
0.5% ABV: Alcohol-free or not?
There’s a lot of confusion out there about whether 0.5% drinks are actually alcohol-free. Officially in the UK, anything up to 0.5% ABV is classified as non-alcoholic. That might sound surprising, but here's the science: a banana, a slice of rye bread, or even some fermented yoghurts can contain trace levels of alcohol too. These are all within the same ballpark as a 0.5% beer.
As Lucky Saint highlights, 0.5% beers go through traditional brewing processes—resulting in a more authentic, beer-like flavour—before being gently de-alcoholised to just 0.5% ABV. That’s less alcohol than a glass of orange juice that’s been sitting out overnight.
The takeaway? 0.5% is effectively alcohol-free for almost every practical purpose.
What the data says
Our latest Low & No 2024 Report and insights from Heineken UK show that the Low & No segment is still gaining traction—and it’s not just a Dry January trend.
- Premiumisation: Shoppers are trading up with brands like Lucky Saint, Chance and Days gaining momentum, especially among younger, urban drinkers.
- Meal moments matter: The category is closely tied to food-led venues. Eating pubs, for example, are showing the strongest growth.
- Low & no is outperforming: While wine and spirits are losing share, beer and soft drinks (particularly Low & No) are growing.
- Zero for all: 0.5% isn’t just for abstainers, many drinkers are moderating, mixing alcohol-free options into their night to stay sharp and social.
What this means for you
Stock smart, stock premium: Consumers are increasingly brand-conscious in the Low & No space. Stocking drinks like Lucky Saint or Peroni 0.0% shows your venue understands quality and taste—even without the alcohol.
Pair with food: The link between low & no drinks and mealtimes is strong. Promote these options on your food menus and offer them as part of set meal deals or lunch specials.
Don’t fear 0.5%: The perception of 0.5% drinks as somehow “not really alcohol-free” is changing. Train your team with the facts—it’s not alcohol in any meaningful way, and it's completely suitable for designated drivers and moderating customers.
Learn from the cider playbook: The data from flavoured cider trends is telling: dual-stocking (both draught and packaged) maximises throughput with minimal cannibalisation. A similar approach could work for Low & No—offer a bottled 0.5% beer alongside a draught non-alc lager, and see category share rise.
It's clear drinkers are leaning toward quality and variety. Adding low & no options to your range isn’t just future-proofing—it’s responding to what your customers already want.
Let’s raise a (0.5%) glass to that.
