The survey found 19.2m adults across England and Scotland expect to drink alcohol-free beer during the tournament, including at home, in pubs and across other viewing occasions.
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New research from alcohol-free drinks company DioniLife found 53% of fans planning to watch the World Cup expect to drink alcohol-free beer during at least some games.
The survey of 1,024 adults in England and Scotland who expect to watch the tournament, also found 21% expect to drink alcohol-free beer during all or most games.
Younger drinkers
Damian McKinney, chief executive of DioniLife, which owns alcohol-free beer brand Mash Gang, said: “This June and July will be record-breaking months for alc-free (AF) beer sales in the UK, particularly driven by Millennial and Gen Z World Cup watchers, according to our research.
“Every year more alcohol-free beer is consumed, both because people are drinking less full-strength beer and because the quality of some AF beers is now dramatically higher.”
The research found younger consumers are expected to drive demand, with 41% of Gen Z fans and 37% of Millennial fans expecting to drink alcohol-free beer during all or most games they watch.
Gen Z and Millennials were also the most likely to watch games in pubs, with 51% and 56% respectively expecting to watch at least some matches in a pub, compared with 43% of Gen X fans and 30% of Boomers.
Challenging assumptions
DioniLife said the findings also challenged assumptions about alcohol-free drinkers, with 48% of adults who drink beer “most days” expecting to drink alcohol-free beer during all or most games they watch.
McKinney added: “There’s a big misconception that AF beer drinkers are drivers, health fanatics and tee-totallers, including amongst many publicans. In fact, our research consistently shows that the biggest drinkers of AF beer are also the biggest drinkers of full-strength beer.
“But many pubs will have to quickly up their game with their Alc-Free beers if they are to capitalise on it. A few cans of AF beer hidden on the bottom shelf of the drinks fridge is not going to entice anyone.”
Operators have been urged to build stronger low & no alcohol offers into their matchday plans, with visibility, staff training, trusted brands and occasion-led serves all seen as ways to capture demand from moderating drinkers.
The findings come as pubs prepare for a major summer trading opportunity during the World Cup.
Previous research found more than a third of consumers planning to watch the tournament expect to do so from a local pub, bar or hospitality venue, with 9.3m British consumers forecast to watch at least one game in a pub, bar or restaurant this summer.
DioniLife said Mash Gang saw online beer sales rise 40% during the warm weather in May, while retail sales through supermarkets increased 30%.
