That’s the advice from Heineken UK on-trade director Will Rice. Here, he tells The Morning Advertiser about how a site can lift an experience while a customer chooses to moderate their alcohol intake…
We understand the way customers are choosing to drink is changing. People are going out less frequently and away from the traditional peak times. We’ve also seen a rise in trends such as zebra striping, where customers are alternating between alcoholic and low & no drinks. These shifts in consumer behaviour that have driven sales so far are showing no signs of diminishing – in fact, our recent research shows that 75% of UK adults are trying to lead a healthier lifestyle, and 30% of them are drinking more low & no alcohol drinks than a year ago[1].
When we look at this in regard to stocking and merchandising, it’s clear you need to have a varied offering. Pubs should aim to list at least one low & no brand per category to cater to a diverse customer base. The 18 to 34-year-old age group is particularly driving growth, seeking innovation and variety. A range that includes premium lager, craft beer, ale, stout, apple cider and flavoured cider will help venues stay relevant and attract footfall.
However, these customers still demand high quality, with over half of consumers saying they are willing to pay more for a high-quality drink when they go out. This increases to 64% for 18 to 24-year-olds[2].
When we drill down into the low & no category, the demand for quality is clear – 31% of consumers say they have left a venue early and/or have felt disappointed due to a lack of low & no drinks while 40% will research the low & no options available at a venue before visiting[3]. This insight shows just how much thought consumers are putting into the moderation trend – and highlights where the gaps in bars and fridges might be.
What is the opportunity for operators?
With this information in mind, the opportunity for operators is clear – we need to be providing guests with premium low & no options – not just to satisfy the customer but to encourage ‘trade up’ within sessions.
Visibility of what’s on offer is key to consumer decision making when it comes to what they choose to drink so the positioning of brands must be carefully considered – on the bar and in the fridge.
When we look at draught, we know there is a room for a zero-alcohol beer on any bar. With beer by far and away the most popular low & no alternative on the market, operators should consider listing Heineken 0.0 to occupy this prime position.
The fridge is just as important to consider here. We know premium low & no options often command higher price points – and here lies the opportunity; for instance, Birra Moretti Zero typically sells at a higher price than Heineken 0.0 in the 330ml format. Similarly, in the cider category, premium flavoured brands offer a trade-up opportunity. While berry-flavoured ciders like Old Mout Berries & Cherries Alcohol-Free Cider remain popular, offering alternative flavours such as Old Mout Pineapple & Raspberry Alcohol-Free Cider can appeal to more adventurous drinkers and expand your customer base.
The timing of consumption is also evolving. While evenings remain the most popular time for low & no alcohol beer, midweek drinking occasions are on the rise. This presents a valuable opportunity for venues to boost sales during quieter periods earlier in the week[4].
Elevating social experiences
To be mindful of this shift in timings, and to drive engagement and footfall within venues, operators should ensure they are adhering to an events schedule where possible. The trend of competitive socialising shows no sign of going anywhere and in-house activities such as pub quizzes are a great way to increase dwell time while encouraging customers to try low & no options.
Operators also need to pay mind to key calendar dates. We know 2026 is a huge year for sport, with the upcoming FIFA World Cup on the horizon. To capitalise on the opportunity that sport can present, publicans can ensure their low & no range is ready to go ahead of these matches, in line with the increased demand we’ll no doubt see.
When it comes to watching live sport in the on-trade, beer dominates: 65% of viewers choose it, outperforming the average GB consumer by 15%. And of those beer drinkers, 75% reach for a lager[5].
Sources:
[1] CGA BrandTrack August 2024, CGA OPUS Survey June 2024
[2] CGA BrandTrack February 2025
[3] KAM Low and No 2024 Drinking Differently Report
[4] Kantar Alcovision w/e 30th June 2025
[5] CGA by NIQ OPUS June 2025
