The south-west-based brewer and pub operator said the hike in sales has been driven by increased consumer interest in moderation from a Stoptober campaign and a shift in consumer habits, where 76% of British drinkers are ‘actively moderating’ their consumption (source: KAM Low & No 2025).
Butcombe said it has seen a 35% increase in sales of Butcombe Goram IPA Zero and Tall Tales Zero between September and October this year.
Low & no beers make up 6.9% of the total brewed volume at Butcombe while the category has enjoyed strong year-on-year growth, up 117.6% in October and 77.2% year-to-date (source: KAM Low & No 2025).
Different brewing process
Although both its zero variants are available on keg, packaged low & no sales have been performing well for the brewer with 34.3% growth against FY25 and 8.0% growth year-to-date, predominantly driven by Goram IPA Zero bottles.
Indeed, October was a record month for Goram IPA Zero sales that increased by 88.6% compared to the same month a year prior.
While some breweries strip out alcohol at the end of the brewing process using reverse osmosis, Butcombe’s zero range is made in the way as its full-strength beers but uses a yeast that produces minimal amounts of alcohol. It brews more than 50,000 zero alcohol beers every month.
Clear shift
Butcombe Group CEO Jonathan Lawson said: “Over the past few years, we’ve seen a clear shift in consumer behaviour, with more guests actively seeking out high-quality, flavourful alternatives to traditional alcoholic drinks. This isn’t just a passing trend, it’s a change in the market that has opened up new opportunities for innovation and engagement.
“By introducing zero alcohol versions of our most popular beers, we’re making it easier for more drinkers to enjoy the same great taste, whether they’re moderating their alcohol intake or simply looking for more choice. This approach has delivered tangible result and is helping us future-proof our offering.
“While seasonal campaigns like Stoptober can raise awareness, the real success comes from embedding these choices into our menus year-round. For us, it’s about meeting evolving preferences and staying ahead of the curve in a rapidly changing drinks landscape.”
