Beck's Blue drives growth of alcohol-free beer ahead of 'Dry January'
New research shows alcohol-free beer is seeing a growth in popularity in the UK in anticipation of Dry January.
The research, conducted by AB InBev UK, reveals that 32 per cent of the British public have now tried alcohol-free beer, with one in ten women drinking it on a weekly basis.
Beck’s Blue is the market leader in the low and alcohol-free beer category, driving the 5 per cent growth in UK on-trade sales, accounting for 58 per cent of the category. It increased 15 per cent yearly in retail and 10 per cent in outlets like pubs and bars.
In January, 34 per cent of the British public will be looking to consume alcohol-free beer, an increase of 16 per cent from 2014. Some 21 per cent of millennials (18-34 year olds) are likely to choose alcohol-free beer, an increase of ten per cent from 2014. AB InBev claims this supports a growing health trend among millennials, with 41 per cent of those aged 18 to 19 actively trying to moderate their drinking habits.
Londoners are the most inclined to consume alcohol-free beer across the UK, with 18 per cent drinking every time they go out.
AB InBev is the largest brewer in the world and has a 25 per cent global market share. The research, conducted by the company, comes as part of their CSR campaign of ‘Global Smart Drinking Goals’ that aim to encourage consumers to make smart drinking choices and reduce the harmful effects of alcohol by the end of 2025. The company has promised that at least 20% of its global beer volume will be alcohol-free or lower-alcohol by 2020.
Commenting on the research Anna Tolley, legal and corporate affairs director at AB InBev UK & Ireland, said: "It’s great to see the growing popularity of alcohol-free beer among the UK public – especially millennials. 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".