Research reveals more young adults switching to alcohol-free beer


bottled beer

Young adults in the UK are switching to alcohol-free beer more than any other age group, according to new research published by one of the world’s biggest brewers.

While 8% of people aged 18 to 34 are set to replace alcohol with alcohol-free beer in January, only 1% of the over-65s and 2% of those aged 55 to 65 are likely to do so.

The findings are the result of a ComRes survey commissioned by AB InBev UK, which also found that 17% of people aged 18 to 34 were planning to drink alcohol-free beer at Christmas and New Year – compared to 8% of over-55s.

Nick Robinson, marketing director at AB InBev UK & Ireland, said: “We’re really excited by the survey’s findings, and it is great to see customers planning on enjoying alcohol-free beers after the busy festive period.”

The survey also found that 29% of those intending to drink alcohol-free beer over the festive period chose it “to create a good impression” with in-laws or work colleagues.

Across all those reducing their alcohol intake in January, almost one in five (18%) will drink alcohol-free-beer.

Other research previously commissioned by AB InBev UK has shown that almost half (49%) of British adults believe that alcohol-free beer is more socially acceptable than it was five years ago.

The latest industry data from research specialists IRI and CGA reveals that Beck’s Blue, brewed by AB InBev, continues to be the most popular alcohol-free beer. During 2013/14, volumes of Beck’s Blue sold grew by 16.4% in the off-trade and 11% in the on-trade, with the product accounting for 55.6% of the off-trade market share and 51% of on-trade.

Nick added: “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.”

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