The company has experienced a 238% growth in draught alcohol-free beer sales compared to January 2024 to January 2025. This surge is attributed to a wider selection of non-alcoholic options across all drink categories, including cocktails, beers, wines and spirits.
The most popular options were recorded as draught beers Estrella Galicia 0.0%, Lucky Saint 0.5% and Heineken 0.0%.
The sales of packaged alcohol-free beers and ciders also performed well and accounted for over 30% of all packaged sales in the category.
Year-round phenomenon
Additionally, three of the five top selling packaged beer and cider brands were low & no lager and stout brands. Greene King’s research also outlined that people are choosing to socialise in pubs more and more, regardless of alcohol consumption.
Moderation and flexi-drinking is not just for January, but is now a year-round phenomenon. Research has also shown that 20% of Gen Z do not consume alcohol. Furthermore, a third of those surveyed feel that the drinking culture in the UK is more inclusive for non-drinkers than it was five years ago.
The alcohol-free share of the total packaged beer and cider category has grown by 9.3% year on year, with alcohol-free cocktails also on the rise in popularity, with volume share growing by 4.9% compared to 2023.
Continuing demand
Greene King has also partnered with CleanCo, an alcohol-free spirits brand, offering alcohol-free cocktails in their pubs.
Greene King’s category director Danny Ayton said: “This January, we have seen the continuing demand for great quality low & no drinks. The pub is where people want to meet up with friends, family and work colleagues, whatever the occasion and time of day.”
The British Beer & Pub Association also noted a growing trend of sales in this category, with more than 425,000 bulk barrels of low & no alcoholic beer sold in 2023.
