Millennials to bring in the New Year with alcohol-free beer

By Ellie Bothwell contact

- Last updated on GMT

Related tags: Alcohol-free beer, Ab inbev uk, Alcoholic beverage, Alcohol by volume

18% of those reducing their alcohol intake said they would consume alcohol-free beer
18% of those reducing their alcohol intake said they would consume alcohol-free beer
Alcohol-free beer is the New Year tipple of choice for a significant number of 18-34 year-olds and is increasingly chosen in order to “create a good impression”, new research has revealed.

The so-called “Millennials” are eight times more likely than over-65s to replace alcohol with alcohol free beer in January, with only one in 100 of the elder generation doing so compared to one in 12 (8%) young adults.

The younger generation is also four times more likely than over-55s (2%) to drink alcohol-free beer instead of alcohol next month.

The ComRes survey, commissioned by AB InBev UK, indicates that twice as many 18-34 year-olds (17%) as over 55s (8%) said it is likely they would drink alcohol-free beer at Christmas and New Year.

Meanwhile, almost one in five (18%) of those reducing their alcohol intake next month said they would consume alcohol-free beer.

The survey also found that three in 10 (29%) of those who drank alcohol-free beer over the festive period chose the beverage to create a good impression – either with in-laws or work colleagues.

Previous research commissioned by AB InBev UK showed that almost half (49%) of British adults think alcohol-free beer is more socially acceptable than it was five years ago.

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.

“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.”

Related topics: Other operators

Related news

Show more

3 comments

PS

Posted by kevin 0'connor,

Is this not the same survey that Inbev trot out every year at this time?

Report abuse

DO NOT STOCK

Posted by kevin o'connor,

We find that alcohol free products just don't sell.
One of the problems is that they just don't taste very nice. The exception to this was Smithwicks, sadly not available in the UK anymore.
The other problem is price, Becks alcohol free is just 4p a bottle cheaper. Considering the duty element on its 4.8% alcohol brother that's just plain wrong.
Our customers are more than happy to order non alcoholic products, just not ones that are over priced and taste gross

Report abuse

At Last!

Posted by David Broschomb,

As someone who has not drunk alcohol for over 12 years I must congratulate the current providers of alcohol free beers for its quality. I am sure we can all remember what the original brands tasted like!
It is good to see so many outlets now offering a variety of quality brands. Thanks

Report abuse