St Peter’s Brewery secures deal with Mitchells & Butlers

By Nikkie Sutton

- Last updated on GMT

New: St Peter's Brewery's 'Without', which was released in 2016
New: St Peter's Brewery's 'Without', which was released in 2016

Related tags: St peter, Alcoholic beverage

As part of its strategy to offer drinkers more choice, pub giant Mitchells & Butlers has struck a deal to sell St Peter’s no-ABV beer in more than 700 of its sites this month (April).

‘Without’ was produced in 2016 following the brewery’s founder being diagnosed with cancer and being unable to drink alcohol.

St Peter’s Brewery CEO Steve Magnall outlined what the deal means to the Suffolk brewery.

He said: “There is a clear demand for high quality, alcohol-free drinks and St Peter’s 'Without' is the perfect alternative for those who want to cut down or cut out alcohol, but still enjoy a night out.

“Securing this listing with M&B is a huge step for us and one that will allow Without to be enjoyed by a huge range of customers.”

The importance of non-alcoholic drinks

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M&B procurement manager Ben Lockwood lauded the new listing, which will appear in more than 700 of the group’s pubs and restaurants.

He said: “With more and more of our guests seeking out non-alcoholic drinks to enjoy, it is important that we offer them great alternatives.

“St Peter’s Without is a fantastic drink that we know will be a popular choice.”

Low- and no-ABV beers is a massive market

The growth of low- and no-ABV beers is something that operators should be aware of with statistics from CGA Strategy showing that despite its minimal market share, the booze-free-beer category is growing faster than its alcoholic counterpart​.

However, the figures show this can be attributed to more outlets stocking them rather than more people drinking them.

Magnall urged licensees to follow the trends and tap into the low- and no-ABV beer sector.

He added: “Operators have to be brave because it is a massive market and they are not addressing it yet.

“The same was said about craft beer and look at that now – everyone wants craft.”

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