Businesses Avani Solutions, Heineken, Lucky Saint and Thatchers are all keenly involved in the low & no drinks sector explained their take on the key aspects of the category and The Low & No Project, which has entered its second year via The MA.
“The rise and rise of low & no beer is something no pub can afford to ignore. Our vision is that one day every pint served will be perfect and for us that must include low and no beers (and ciders),” says Avani Solutions managing director Amanda Thomson.
“In common with cask ale, a draught pint of low or alcohol-free beer is unique to the on-trade and pubs can really seize that as a selling point. There is simply something special about someone pouring and serving you a beer. Now those who’d rather not be drinking alcohol can have that delight too we owe it to them to be serving their drink to perfection.
“We’re already working with some of the UK’s most popular low and no brands supporting the draught dispense of their products, so we’re delighted to be part of The Morning Advertiser’s The Low & No Project.
“It’s a superb opportunity to both engage in the conversation and to knowledge share as the category, and how to dispense it at its best, evolves - and what better place to do it than a legendary publication with more than 230 years of experience behind it.”
Will Rice, on-trade director at Heineken UK stated: “The low & no alcohol category is of huge importance to the on-trade and is a real focus for us as a business, with trend for moderation showing no signs of slowing down – with 10.9% of customers now choosing these alternatives when dining or drinking out (source: BrandTrack April 2025).
“As with many emerging trends, we are seeing the most engagement among younger drinkers, with 15% of 18 to 24-year-olds more likely to choose a low & no alcohol option when drinking out of home (source: BrandTrack April 2025), although its popularity is growing across all age groups as consumers look to balance out drinking sessions with moderation.
“Low & no alcohol beer, in particular, is continuing to grow in the on-trade, posting an increase of 51% in value (source: CGA BY NIQ, OPM GB P03 2025 (22/03/25). Meeting the demand of more mindful drinkers is one of the big opportunities for the UK on-trade to continue to grow beer sales.
Opportunity when outlets are quieter
“There are many factors for operators to consider when assessing how to grow their low & no alcohol beer sales. For example, the occasions people are choosing these drinks. While the evening remains the most prevalent time for drinking lower or non-alcoholic alternatives, we are seeing the rise of mid-week consumption in low & no alcohol beer, which presents an opportunity to boost sales earlier in the week when outlets are often quieter (source: Kantar Alcovision w/e 30 Sept 2024).
“As the producer of the leading low & no lager brand in the UK, we believe we have a responsibility to give pub, bar and restaurant operators relevant and up-to-date guidance, so they can maximise the huge sales opportunity it presents. That’s why we’re proud to support The Morning Advertiser’s Low & No Project – to help give those operators the resources needed to stay on the front foot, anticipate their customers’ expectations, and make informed decisions.
“We look forward to working with The Morning Advertiser and its partners on this journey as we head into 2026.”
Meanwhile, Lucky Saint said: “It is great to see The Morning Advertiser’s ongoing commitment to the low and no sector, through their work on the project.
“Pubs across the UK are serving more alcohol-free drinks than ever before, continuing to offer a diverse range of options to attract the broadest audience of drinkers.
“The rise of alcohol-free options has been one of the most significant shifts in the drinks industry in recent years and it’s set to continue at pace.”
Great way to share insights
Thatchers Cider senior category & insights manager Gemma Pym added: “We love being part of The MA’s Low & No Project. It’s a great way to share key insights with the industry and help them make the most of this rapidly growing category.
“More drinkers than ever are looking to moderate (74%). Combine that with over half wanting a low or no cider available in a pub – rising to 75% of 25 to 34-year-olds – this is a category that deserves the same consideration as every other serve (source: KAM – Thatchers Cider Drinkers Research – April 2025).
“Consumers now seek both high-quality and a good range of low & no options. Gone are the days when a single bottle in the fridge was enough.
“We’re proud to offer venues the number one low & no cider in Thatchers Zero. It’s crisp, and full-bodied flavour is ideal for those who want to moderate without compromising on taste, and being available in both packaged and draught formats keeps discerning customers coming back for more. It also means venues can make the most of margin opportunities by offering an apple low & no cider.
“It’s insights and tips like this that make The MA’s Low & No Project the perfect place for owners and managers discover more about how to make the category work for them.”
