The Low & No Project launched by The MA

By Gary Lloyd

- Last updated on GMT

The Low & No Project launches #LowNoProject

Related tags low2no Low to no The Low & No Project

The Morning Advertiser is launching The Low & No Project in a bid to educate and inspire the opportunities in the low & no products on-trade category that are currently only being taken advantage of by a few operators.

The Low & No Project​ has looked at evidence in the recent Beer Report 2024​ and discovered the category is the fastest growing in terms of volume and value sales for hospitality sites throughout the UK.

Customer demand has been growing for a long time and has picked up even further post-Covid, giving pubs and bars a chance to grab the bull by the horns, while suppliers are keen to develop the drinks that are available now.

The Low & No Project is being sponsored by some of the best in the business in Adnams, Diageo, Heineken, Lucky Saint and Thatchers, who will be committing their invaluable advice that will help licensees across the UK.

All divisions

We will be looking at all divisions of the low & no category so whether you are looking at improving your offer overall – and that includes beer, spirits, cider, wine and more.

We know Gen Z is already making its demands on all retail markets and the pub is no different but it’s something we have to get to grips with if sales and margins are to be improved.

We have an ongoing survey​ that is gauging opinions and finding out what’s going on at pubs and bars when it comes to the low & no drinks market.

Preliminary results show there is a huge increase in the number of licensees selling more low & no products while demand for these is rising equally fast.

Licensees’ own choice

And something that has emerged so far from the survey that is of real interest is that almost 50% of licensees are choosing products they think work best for them – more so than customers’ suggestions or what their pubco wants or suggests to sell.

We want to create a real buzz about low & no drinks to get pub owners, operators, general managers, bartenders, all pub staff and pubcos to realise the opportunities being offered and make such beverages work for their businesses.

And if we can help with The Low & No Project​ #LowNoProject by passing on the knowledge and skills of those in the category whether that be through experts, suppliers and the new products flooding to the on-trade, you can get customers excited about it too.

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