The low and no drinks you must serve in January

By The Morning Advertiser

- Last updated on GMT

How to tailor a low and no drinks offer at your pub

Related tags Low to no Beer Cider Wine Branding + marketing

What goes up must come down is the saying, and the festive highs in the on-trade are painfully followed by January lows – but it doesn’t have to be this way.

Yes, some customers will be pub-averse this month while some will be visiting in lower numbers but offering a great low and no alcohol drinks list could be the way to tempt some back to the bar.

Here we have some of the very best in the range available to pubs so look through these options and soon you could be hearing those tills ring as loudly as the sleigh bells less than a month ago.

Adnams_Ghost Ship 0.5_Range_Pref (1)

Adnams Ghost Ship 0.5% Pale Ale

Are your eyes on the horizon? The Portman Group’s recent survey with YouGov states 83% of people first try an alcohol alternative because it shares branding with an alcoholic product, showing the importance of meeting expectations with low-alcohol versions of familiar favourites.

When creating Ghost Ship 0.5%, Adnams brewers didn’t simply have to make it taste great, it also had to taste like a well-know, well-loved beer - Ghost Ship Pale Ale.

“There are many ways to brew a low-alcohol pale ale, but we didn’t want to restrict fermentation,” said Adnams Head Brewer, Dan Gooderham. “Our house yeast contributes amazing secondary flavours, as well as body and mouthfeel, so we wanted to harness that before removing the alcohol. This led us to the process of reverse-osmosis - a form of filtration. We brew in the normal way, adding lovely fruity flavours with a full fermentation, then smuggle the alcohol away.”

Pale Ale, Rye Crystal and Cara malts add depth, and Citra hops produce that famous citrus finish. Available in 500ml bottles and new, slender 330ml cans, why not fill your fridge with something chilling. It also has the bonus of being gluten free in its 330ml can format.

As demand for low-alcohol beer is increasing, you can also get Ghost Ship 0.5% in 30L kegs, giving you those same fantastic flavours in a format that fits your needs. Flying the flag for low-alcohol pales, it displays Ghost Ship’s recognisable branding in 0.5’s subtle sunset tones, beckoning people to the bar.

For more information on Adnams, visit the website here​.

Corona Cero

Budweiser Zero, Stella Artois Alcohol Free and Corona Cero

Budweiser Brewing Group proudly brews three of the most popular beers in the UK, and now they are all available in alcohol-free formats offering pub-goers the same great taste but with none of the alcohol.

As the rise of no and low products continues, drinkers are looking to moderate their alcohol consumption with brands they can trust and flavours they’re familiar with. Budweiser Zero, Stella Artois Alcohol Free, and Corona Cero build on the success of their parent brand making the ideal option to offer on the bar this January and beyond.

Anyone looking for a lager with a clean, crisp and dry finish will enjoy a Budweiser Zero, whilst Stella Artois Alcohol Free Larger brings a sweetness with a pronounced dry hoppy finish. Corona Cero boasts a malty grainy aroma, with a touch of fruity and citrus-like notes.

But it’s important to remember that no-and-low options are not just for January nor are they only for teetotallers. Since 2022, the overall NABLAD category is up 25.8% , with the UK growth outstripping many other countries in Europe. Stocking no-and-low options will therefore not only cater to new customers, but also those regulars looking to moderate whilst enjoying the social aspects of the pub.

For more information on Budweiser Brewing group and to stock these alcohol-free alternatives, visit the website here​.


Noughty thomson & Scott

Noughty Premium Non-Alcoholic Wine

There’s no getting around the fact that the growth of the no/low sector is increasing appearing across the press and media - and for good reason.

The stats are becoming increasingly attractive – 32% of UK adults have limited/reduced their alcohol intake in the past 12 months, 41% of UK adults have drunk no and low-alcohol drinks in the past three months and sales of no and low were higher in June and July 2023 than in January 23.

The largest number of consumers are aged between 21 and 34 (37%) and growing (NielsenIQ) and 82% of non-alcoholic buyers also buy and consume alcohol (NielsenIQ).

But it’s understandable for many to ask, “what’s the point?” Simply, consumers are looking for non-alcoholic options that are delicious, premium and trustworthy rather than settling for water or soft drinks. According to Distill Ventures, 61% of consumers want better choice when it comes to non-alcoholic drinks, while 58% are drinking more no and low ABV drinks than last year.

All of these facts are why brands like Noughty Premium Non-Alcoholic Wine are becoming increasingly visible in pubs, bars and restaurants across the UK. We’re essentially offering wine lovers who want to cut their alcohol intake a chance to stay in category and not lose them to soft drinks or water.

Certainly, a big opportunity exists within wine to offer a trade up in No & Low to equal that of the traditional wine category. Switching out consumers’ favourite wine for a non-alcoholic alternative puts them in a familiar place. Red wine drinker? Try Noughty Rouge. Rosé Champagne lover? Try Noughty Sparkling Rosé.

For more information on Noughty, visit the website here​.


Thatchers Zero Cider 0%

Thatchers Zero 0.0%

Alcohol-free options are part and parcel of a responsible cider selection.

Whether for designated drivers, consumers who are looking to moderate, or simply because it tastes great, Thatchers Zero 0.0% is the alcohol-free apple cider to have in your fridge and should be a critical part of your wider low/no alcohol offer.

Apple continues to make up the majority of cider serves, so with Thatchers Zero you are meeting the needs of your cider drinkers wishing to choose alcohol-free.

Thatchers Zero is increasingly quenching the thirst of consumers across the UK and is the first choice for those who don’t want to compromise on taste and enjoyment when opting for alcohol-free cider.

It’s the UK’s #1 low/no apple cider, having seen a 30% growth year on year, and over the last 12 weeks a 73% volume increase[1].

With its appley, characterful, no-compromise, no-alcohol refreshment, Thatchers Zero has the authenticity and provenance of four generations of Thatchers’ cider making at its heart.

An alcohol-free cider with body, smoothness and character, Thatchers Zero has a crisp, medium dry character and fruity aroma.

Crafted using a selection of our favourite bitter-sweet apple varieties at our mill in the heart of Somerset our alcohol-free Zero retains the taste and character of a true cider but without the alcohol.

Thatchers has been crafting ciders since 1904, independently owned and family run, with a passion for making the best quality ciders sustainably.

For more information on Thatchers, visit the website here​.

[1] Circana, cider and perry, volume, periods to 2/12/23


KBE introduces Kingfisher Zero

World beer, cider and spirits company, KBE Drinks, has launched Kingfisher Zero, an alcohol-free variant of its biggest brand.

Kingfisher Zero embodies the same flavour as Kingfisher Premium, without the alcohol, brewed from only natural ingredients to replicate the taste.

This comes as figures from the Portman Group’s sixth annual survey​​ in partnership with YouGov recently revealed 44% of consumers aged 18 to 24 consider themselves either an occasional or regular drinker of alcohol alternatives, compared to 31% in 2022.

Kingfisher senior brand manager Andy Sunnucks said: “We are delighted to announce the arrival of Kingfisher Zero, a long-requested addition to our portfolio.

“After successfully repositioning the brand last year, we want Kingfisher to continue to lead the Indian beer category and have a credible offering to meet the current growth in alcohol free occasions.

“It was also important to us that we’re not just ticking a box and the new liquid is not only of good enough quality to replicate the original, but also stands on its own as a quality drink.”

Kingfisher Zero is available to outlets now in 330ml bottles with a wholesale RRP of £19.99 for a pack of 24 bottles.

lucky saint

Lucky Saint expands portfolio with new IPA

Alcohol-free beer brand Lucky Saint has expanded its portfolio with the addition of its Superior Hazy IPA.

Lucky Saint’s Alcohol-Free ​​Superior Hazy IPA brings together New World Hops and California Ale Yeast alongside a combination of Citra, Mosaic, and Simcoe hops, resulting in a juicy, hazy IPA with notes of tropical fruit, citrus, and fresh pine.

After being in development for two years, the launch marks the second beer for Lucky Saint and its first release since the brand’s inception five years ago, joining its award-winning alcohol-free Superior Unfiltered Lager.

Founder of Lucky Saint Luke Boase said: “Five years after the launch of Lucky Saint’s Unfiltered Lager, I am beyond excited to announce our Alcohol-Free Hazy IPA.

“I’m extremely proud of the IPA we’ve created, following two years of development. The ambition was to brew an alcohol-free IPA that captures the magic of new world hops, balanced with exceptional body and the perfect level of bitterness. Here’s to the next five years.”

Lucky Saint alcohol-free Superior Hazy IPA, which is also sugar free, is availble now direct from the brand’s webshop in packs of 12 or 24x300ml cans at RRP £22 and £42.50 respectively.

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