From a toast at New Year’s Eve to a relaxed Easter brunch, low & no drinks offer inclusivity and variety, allowing everyone to take part in the celebrations.
Pubs, often at the heart of these celebrations, play an important role during these moments, serving as a space where people come together to share experiences and create memories.
The myth that low & no drinks are mainly consumed in January has been blown apart by consumer trends, as consumption aligns perfectly with key drinking occasions throughout the week and all year long.
In fact, low & no options are consumed across broader parts of the day, including earlier in the afternoon and later in the evening, with Friday, Saturday and Sunday remaining key (1).
Strong potential
Sunday evening, in particular, is fast becoming a key moment for the low & no category with consumption growing 6% year-on-year in the off-trade and 8% year-on-year in the on-trade (2). With this in mind, it is vital to have a comprehensive low & no range available for consumers to choose from, whether it be for a work lunch or a social gathering in the evening.
We also know low & no occasions have a similar profile to alcohol occasions in terms of when they are consumed (3). With this in mind, key calendar occasions including St Patrick’s Day, sporting moments such as the Six Nations as well as Father’s Day, Mother’s Day and Easter should not be overlooked, as they present strong potential for low & no consumption to thrive.
These moments have always been crucial for any pub looking to engage with their customers, therefore they present significant opportunities for pubs to attract a broader customer base by enhancing their low & no offering.
In 2024, the low & no category grew by over 6% in volume in the UK (4), far outpacing the growth of traditional alcohol. This highlights a clear demand for pubs to look at their range and innovate making low & no options a central part of their menus.
Offering a selection of low & no options allows venues to cater to a growing demographic of consumers who wish to pace their alcohol consumption – especially for designated drivers, those participating in ‘dry months’ and consumers simply seeking low & no alternatives.
Unique opportunity
Keeping in mind key occasions such as Easter – which is fast approaching – as well as sporting events, are the perfect time to showcase low & no options. For pubs, this presents a unique opportunity to craft inclusive menus that cater to the growing demand for low & no serves.
Easter for example, is the ideal occasion to showcase drinks that pair with seasonal dishes such as roasted lamb and refreshing salads.
Pubs should plan ahead for special occasions to maximise the opportunity. Venues can curate dedicated menus featuring seasonal options like spring-inspired low & no cocktails and low & no beers complemented by pairing suggestions for dishes popular during these occasions.
Staff training also plays a crucial role to ensure employees can confidently recommend low & no choices, helping customers to discover appealing alternatives.
Seasonal marketing strategies, such as Easter-themed promotions and limited-edition drinks, can add to the festive spirit and draw attention to these offerings.
By showcasing a thoughtful selection of low & no beverages, pubs can position themselves as the go-to venue for special occasions, catering to all preferences and elevating the guest experience.
Sources:
[1] KANTAR Alcovision data to 30 June 24
[2] KANTAR Alcovision data to 30 June 24
[3] Kantar Alcovision Data up to 30 September 2023
[4] IWSR 2024
