Tapping Into Demand

Kate Blake, Senior Category Strategy Manager, Spirits & Alcohol Free, at Diageo talks on the growing alcohol-free and low alcohol drinks category, and how Guinness 0.0 meets this increasing demand.

Alcohol-Free and Low Alcohol behind the bar

The Beer, Wine and Spirits non-alcoholic category is now worth £79m and booming, growing at +24%. As increasing numbers of consumers look to moderate their alcohol intake and seek out adult drinks options that cater to this, there is a clear opportunity for operators to reconsider their range and ensure they provide quality choices.

Operators can appeal to these audiences by creating excitement around alcohol-free moments in their venues. This can be achieved by providing a high-quality range of alcohol-free and low alcohol drinks that meet those consumers’ needs.

One of the key motivators for purchasing alcohol-free drinks is consumers’ desire to replicate the experience of alcoholic drinks – replicating their taste and looking for alcohol-free versions of their favourite alcoholic drinks. Innovation in this space allows operators to offer their customers even more choice. With moderators looking for something new and different, operators should consider stocking the latest innovations from well-loved brands.

Key steps to success

Ranging – Choice is key when it comes to alcohol-free and low alcohol drinks. Operators can encourage trial and exploration, as well as create opportunities for incremental spending, by extending drinks options across all categories and stocking alcohol-free and low alcohol alternatives to gin, rum and beer.

Visibility – Operators can maximise sales by enhancing the visibility of their alcohol-free ranges, both on the back bar and within menus. As well as creating an ‘Alcohol-Free & Low Alcohol’ section, operators can reference these options alongside alcoholic drinks by highlighting that a parent brand is ‘available in alcohol free’. Watch out! Only 3% of consumers will look in the soft drinks section of a menu for an alcohol-free option.

All-year-round seasonality – Staying consistent throughout the year and providing inclusive drinks options for all celebratory occasions is important to make sure guests feel catered for. Increasing the presence of these options during key seasonal moments such as January and summertime can help venues prepare for typically high rate of sale occasions.

Alcohol-Free Beer

Guinness 0.0 taps into the increasing demand for high-quality and great tasting alcohol-free and low alcohol options. The liquid is unmistakably Guinness, just without the alcohol, featuring the same dark, ruby red liquid and creamy head, hints of chocolate and coffee, smoothly balanced with bitter, sweet and roasted notes. Guinness 0.0 is brewed in the same way as Guinness, with the alcohol then removed through a cold filtration process, ensuring the iconic, much-loved character of Guinness is maintained.


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