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.
 
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