As the category is emerging and consumers are learning more and changing their behaviours, we are seeing that often they will look for an alcohol-free counterpart of brands and drinks already familiar to them. In fact, 75% of consumers think it’s important that they recognise the spirit brand in a serve.
It is important to remember, people may choose alcohol-free options as part of socialising moments so they can pace their alcohol consumption, which sets up operators for success, to engage with a wider audience and tap into these occasions.
Operators can help their guests explore the category and tap into their evolving behaviour in venue, by stocking core brands that align with popular spirits and flavours while catering to the emerging customer demands.
Therefore, we know there is demand for it, with one in two on-trade guests willing to trade up from tap water to an alcohol-free alternative .
Exploring alcohol-free rum-based spirits
Generally, there are limited options for those who favour dark spirits and with this in mind, one of the latest innovations within the Diageo portfolio of alcohol-free spirits, Captain Morgan Spiced Gold 0.0%, caters perfectly for fans of dark spirits who also welcome new alcohol-free taste experiences.
RECIPE: Mojito with Captain Morgan Spiced Gold 0.0%
Muddle half a lime (squeezed), 15ml of sugar syrup, and 6 mint leaves in a small jug. Then simply pour into a tall glass over ice. Add 50ml of Captain Morgan Spiced Gold 0.0% and 30ml of soda water and stir. Garnish with a lime wedge.
Exploring alcohol-free gin
With gin the most highly penetrated spirit in the UK at 30.1%, it is important operators have a staple alcohol-free version of the spirit behind the bar.
Gordon’s 0.0% is a great example of a popular alcohol-free spirit made with the same botanicals and handpicked juniper berries as the original with Gordon’s Pink 0.0% also available.
When thinking about empowering staff to engage with the alcohol-free category, leveraging the popularity of spirits brands that are loved by bartenders can help to encourage creativity behind the bar when it comes to cocktail creation.
Tanqueray also has alcohol-free counterparts: Tanqueray 0.0% and Tanqueray Flor de Sevilla 0.0%.
Getting the basics right when serving drinks is essential for a great customer experience – this includes always using a 50ml measure of your alcohol-free Spirit (unless a recipe says otherwise), and using fresh garnishes to complement the serve, adding a vibrant touch, which should be prepared daily to maintain quality.
Clean and spotless glassware for example enhances both presentation and taste. These simple details can further elevate simple well-loved serves.
RECIPE: Gordon’s 0.0% & Tonic
Simply pour 50ml of Gordon’s 0.0% into a coupe glass with ice. Add 150ml of tonic and garnish with a fresh lime wedge.
RECIPE: Citrus Gin Twist with Gordon’s 0.0%
Fill a shaker with ice, 50ml of Gordon’s 0.0%, 25ml of lime juice, 25ml of sugar syrup, and 5 mint leaves. Shake until the mint is well bruised and then double strain into a coupe glass. Garnish with a fresh mint leaf
For publicans, offering a range of low and alcohol-free options not only encourages inclusion but helps bar teams to engage with a wider range of customers who are seeking quality, alternative options to alcohol.
Seedlip Spice 94 is an alcohol-free spirit crafted using distilled plants, herbs and botanicals including allspice berries, cardamom and grapefruit peel.
RECIPE: Seedlip’s Mr Howard
Fill a cocktail shaker with ice, 50ml of Seedlip Spice 94, 30ml of pink grapefruit juice, 20ml of lemon juice, and 15ml of sugar syrup. Simply shake and double strain into a coupe glass with fresh ice. Finish by garnishing with star anise.
RECIPE: Seedlip Espresso Martini
Fill a cocktail shaker with 50ml of Seedlip Spice 94, 50ml of espresso coffee, and 15ml of sugar syrup. Shake and strain into a coupe glass, and garnish with 3 coffee beans.
Experimentation with new flavours
The days of a limited alcohol-free selection are over.
In 2025, drinkers are not just asking for low and alcohol-free beers: they are actively seeking out a variety of creative cocktails and drinks with more unique flavour profiles.
Stocking such spirits allows pubs to cater to consumers who may want a novel experience without alcohol, and it also encourages repeat visits from those interested in trying something new each time.
Tanqueray Flor De Sevilla 0.0% is an alcohol-free spirit delivers the same zesty taste of sun-soaked Sevillian oranges and orange blossom.
RECIPE: Tanqueray Flor De Sevilla 0.0% & Tonic
Simply pour 50ml of Tanqueray Flor de Sevilla 0.0% into a coupe glass with ice and add 150ml of tonic. Garnish with an orange wedge.
RECIPE: Marmalade Martini with Tanqueray Flor de Sevilla 0.0%
Fill a cocktail shaker with ice, 50ml of Tanqueray Flor De Sevilla 0.0%, 25ml of lemon juice, 12.5ml of sugar syrup, and 1 heaped teaspoon of marmalade. Shake and double strain into a martini or coupette glass with fresh ice and garnish with an orange peel.
With these trends in mind, pubs can confidently expand their low and alcohol-free options, knowing that they’re meeting evolving customer expectations.
Whether it’s the familiar comfort of core brands, the premium experience they enjoy or the excitement of a creative cocktail, the low and alcohol-free sector is proving to be significant part of the market and essential part of the pub experience for 2025.
