As consumers in the UK embark on a post-festive break from alcohol in aid of the country’s largest cancer charity, new research has shown that the proportion of Brits trying alcohol-free beer has grown in recent years.
Nearly one third of consumers has now tried alcohol-free beer, with almost as many unable to tell the difference between regular alcoholic varieties. A fifth of millennials are likely to choose alcohol-free beer in January, the study continued, as consumers across the country participate in Dryathlon in aid of Cancer Research UK.
The research has been released by brewing group Anheuser-Busch.
Its other findings included that one in ten women drink alcohol-free beer on a weekly basis, and that more than 40% of 18- and 19-year-olds are “actively trying to moderate their drinking habits”. Among those looking to moderate their alcohol intake this month, 34% will consume alcohol-free beer, Anheuser-Busch continued.
A quarter of consumers forewent Christmas parties last year – but of those who are celebrating, the most common reason to alcohol-free beer was because they were the designated driver (29%), followed by not wanting to drink too much and feel the ill effects the following day (20%).
Anheuser-Busch InBev UK & Ireland legal and corporate affairs director Anna Tolley 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.
“The low and alcohol-free beer category is growing by 5% in the UK on-trade with AB InBev’s Beck’s Blue the market leader, contributing to 58% of the category, and increasing 15% year on year in retail, and 10% in outlets like pubs and bars.”
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