The pubco and brewer said customers choosing low and no options had increased across all drinks categories compared with its 2024 research.
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Low and no alcohol beer still accounts for almost half of sales, but Greene King said the biggest increase had come from non-alcoholic cocktails, with demand up 19% on 2024.
The category is now the second largest within low and no, overtaking low and no cider and wine.
Moderation trend
Greene King sells more than 300 non-alcoholic drinks across its 1,600 managed pubs, spanning beer, spirits, cocktails, wine, cider, soft drinks and hot beverages.
This year, the group has aligned its alcoholic and non-alcoholic cocktail menus to include 0% versions of classics such as mojitos, passionfruit martinis and bellinis.
It has also added spritzers, coolers, 0% spirit serves with mixers and seasonal specials.
The findings come from a Greene King survey of 1,200 consumers, which found 44% were moderating their alcohol intake across the year rather than only during Dry January.
Sporting occasions saw one of the biggest increases in customers choosing low and no options, up 11% compared with 2024, followed by date nights.
Social experience
Greene King trading director for drinks Danny Ayton said: “We are listening to our customers and recognise that when they go out, they don’t want any less of a social experience just because there’s no alcohol in their drink.
“Moderation is now a part of everyday life and the days of being limited to ordering water or soft drinks when people are looking for a non-alcoholic drink are thankfully over.”
Ayton said the business would continue to evolve its low and no menus and app offers to meet different tastes and occasions.
He added: “Our customers can moderate their drinking, without compromise, as and when they want, whether they are out for lunch, watching live sport or meeting up with friends or family, day or night, weekday or weekend.”
Greene King said most customers now expect to see a dedicated low and no section on drinks menus.
The research also found packaged low and no products continued to have higher awareness than draught, while visibility, range and price were among the biggest drivers in the category.
