According to a recent YouGov poll, one in 10 regular drinkers pledged to take on Dry January in 2020 and overall alcohol consumption has fallen by around 16% since 2004.
But, stocking Heineken 0.0% and Peroni Libera across the Greene King estate vindicated its profitability as it accounted for more than 50% of all the pubco’s low and no-alcohol sales.
Its year-on-year growth was also driven by the new low-alcohol version of Greene King-brewed Old Speckled Hen that was launched across Greene King’s managed estate last year.
Greene King chief commercial officer Phil Thomas said: “As the UK’s leading managed pub company and brewer, it’s our responsibility to offer choice to both those who wish to drink alcohol and those who don’t, as well as support growth of the category as a whole by creating our own low and no-alcohol drinks.”
Thomas continued: “It is clear consumers are calling for not only more choice in the low-and-no category, but for drinks that equally don’t compromise on flavour.
“Last year saw us launch Old Speckled Hen Low Alcohol, which faithfully delivers the rich, smooth and distinctive flavours of the original full strength Morland brew but with less alcohol and fewer calories too.
“We’re pleased to say we now offer low and no-alcohol drinks in our pubs across lager, cider, ale, craft beer and wine, and will shortly be launching Freixenet Prosecco 0.0% which will land in all our managed pubs in the spring.
“There’s a huge opportunity for product innovation and further expansion within the category and we’re confident that the trend we’re currently seeing is set to continue.”