Alcohol-free beer becoming more accepted, survey finds

Beck's Blue bottle

Over half of British adults say they would feel comfortable ordering alcohol-free beer in front of their friends in a bar, pub or restaurant, according to new research.

A survey, run by research group ComRes for beer company AB InBev UK, also found that nearly half (49%) of British adults believe alcohol-free beer is more socially acceptable than it was five years ago.

It also found that 43% of British adults have tried alcohol-free beer, with over half of men (54%) having drunk it.

The most likely reasons that people gave for trying alcohol-free beer were that they were driving (46%) or they were curious (39%).

The research also found that four regions were leading the way, with Yorkshire and Humberside having the greatest number of people who have tried alcohol-free beer, at 52% – above the national average of 43%

Other regions ahead of the national average were Scotland at 48%, East of England at 47% and the West Midlands at 46%.

This research follows industry data, published for the first time, that shows growth of 8.4% in off-trade volumes of alcohol-free and low-alcohol beer over 2013/14.

Additional industry data has revealed that Beck’s Blue, brewed by AB InBev, is the most popular alcohol-free beer. In the year to June 2014, volumes of Beck’s Blue sold in the on-trade grew by 11.7%, according to figures from research group CGA.

In the off-trade, it was up by 20%, according to research firm IRI, which means that Beck’s Blue has increased market share to over 50% in both the on- and off-trade.

Jennifer Anton, marketing manager for Beck’s at AB InBev UK, said: “We’re really excited to see the results of the survey, and it is encouraging to see customers are comfortable ordering alcohol-free beers when out with friends.

“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 ComRes survey was carried out during August 2014, representing the views of 2,050 British adults.
Click here to see the latest news stories from

Previous Artis tours to bars in Manchester and Leeds
Next Gentleman Jack runs evenings for 'City wolves' with Novus Leisure