The brand’s Chug IPA took top spot in the hoppy non-alcohol beer category, with the competition featuring more than 8,000 entries from over 1,600 breweries globally. Mash Gang was the only UK brewer to secure a medal this year.
Shift in category and behaviour
Damian McKinney, CEO of DioniLife, told The Morning Advertiser (MA) that the win reflects a wider shift in both product quality and consumer behaviour.
“With low and now we are now at a new phase with a few beers appearing, such as ours, that are equal or better in taste than their regular strength counterparts.
“But, really, low and no should have already been at this level and is belatedly coming of age. Until recently low and no alcohol beer was not at an acceptable standard, and this put a lot of consumers off it.”
McKinney said demand is increasingly being driven by “moderators”, who switch between alcoholic and non-alcoholic drinks rather than abstaining entirely.
“There has been a sea change since Covid lockdowns ended, and the majority of people are now moderators… They are the mainstream pub punters… but are also looking for non-alcoholic options. Taste and enjoyment are still paramount for them.”
He added that many operators are still underestimating the category.
“Publicans still see them as the exception, when they are now the norm… An important mistake many publicans are still making is seeing non-alc beers as something they begrudgingly provide, so it will sit hidden at the bottom of the fridge."
Growing commercial opp
Instead, he pointed to a growing commercial opportunity in premium alcohol-free options.
“The commercial opportunity is to give them what they want: high-quality non-alcoholic beers, spirits and cocktails. This is good news for publicans as these also give them better sales margins compared to fizzy drinks.”
McKinney also highlighted the importance of serve and visibility, particularly as pubs look to maximise occasions such as the upcoming World Cup.
“The appeal of pubs comes from being able to enjoy the unique pub experience, and a distinctive part of that is having a pint pulled. That applies to non-alc as well as regular strength beers.”
He added that flavour-led styles are gaining traction beyond traditional lager.
“Currently, the most popular low and no styles are lager… and also flavourful beers such as IPAs and stouts. Non-lager drinkers are looking for flavour."
Mash Gang said its focus following the award will be on increasing distribution and continuing to develop its portfolio, as competition in the low and no category intensifies.
