Pubs remain one of the go‑to destinations for live sport and the World Cup will only amplify that, according to Heineken UK. The group said footfall can jump by as much as 40% on key fixture dates and once fans are through the door, they stay, with nine in 10 remaining longer when a game is on (source: CGA Opus 2025).
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Sales can spike up by 550% in the build‑up to kick‑off as fans arrive to secure seats and soak up the atmosphere, peak up by 960% at kick‑off itself and remain significantly elevated long after full time, with some fixtures seeing uplifts of 1,000% later in the evening (source: Star Pubs JAT data, Oxford Market Watch July 2024).
And as low & no continues to boost its presence in the UK on-trade operators must build adaptable low & no strategies into both their drinks and food offer to benefit.
Over the past year, the low & no sector reached £222.3m in sales (source: CGA by NIQ OPMS 2024), driven largely by beer and cider, which have grown by 48% and now represent 89% of the total value so stocking recognisable alcohol‑free brands such as Heineken 0.0, Inch’s 0.0 and Old Mout’s alcohol‑free flavours ensures customers feel confident in their choices and can easily identify something they already trust.
Here are Heineken UK’s five tips to support operators in leveraging the opportunity this summer:
1. Make low & no highly visible on menus and at the bar
Visibility is one of the biggest drivers of trial. Low & no products should appear with the same prominence as their alcoholic counterparts, with clear listings on printed and digital menus, prominent fridge space and thoughtful bar placement. Positioning well‑known options, such as Heineken 0.0, at eye level and within easy reach helps guests identify trusted choices quickly, particularly during peak matchday surges.
2. Train teams to recommend low & no with confidence
Knowledgeable staff can significantly influence guest choices, especially in the moments before kick‑off when ordering peaks. Equip teams with simple talking points around flavour profiles, ideal food matches and the benefits of moderation across long matchdays. When staff can confidently guide guests through the low & no range, it helps normalise alcohol‑free options and increases recommendation rates.
3. Feature trusted low & no brands to build customer confidence
Brand recognition matters. Guests are far more inclined to try low & no options when they recognise the brand, so make familiar names, including Heineken 0.0 and Old Mout’s alcohol‑free flavours, easy to find and clearly signposted. Last year, Heineken introduced Inch’s 0.0, the first de-alcoholised cider in the UK, to the booming low & no cider market. Leading with these trusted brands helps reassure customers about quality and encourages first‑time trial.
4. Create occasion-led serves and rituals
Low & no should feel just as celebratory as any other matchday drink. Introduce simple but elevated alcohol‑free serves that fit the summer sporting occasion; think refreshing spritzes, coolers or signature zero‑alcohol cocktails. Using premium glassware, fresh garnishes and consistent presentation enhances the experience, and signals that choosing alcohol‑free is a positive, enjoyable decision.
5. Create a matchday loyalty mechanic for moderating drinkers
With dwell time increasing dramatically on matchdays, use incentives to reward fans who build low & no into their visit. A straightforward loyalty mechanic, such as ‘Buy three low & no drinks, get the next one free’, can encourage repeat purchase and keep guests engaged throughout the six‑week tournament.
