Meanwhile, 37% of drinkers aged 62 and over want more low & no beer options on draught, which is the highest proportion of any age group surveyed.
The statistics from new research commissioned by Budweiser Brewing Group (BBG) have also found almost a third (31%) of beer drinkers choose to drink a low or no alternative when moderating.
With beer being the most popular alcoholic choice of drink – ahead of wine and spirits – BBG’s research also found Brits who chose low or no alternative in the past year would favour that to be a beer (18.5%), which was almost twice the share choosing wine alternatives (10%).
Additionally, a third (33%) of low & no beer drinkers say a taste as close as possible to full-strength beer is the most important consideration when choosing their drink.
Value is key for younger drinkers
The survey of almost 2,000 UK adults explored drinking preferences, attitudes towards moderation and the factors influencing consumers’ choices across generations.
Looking at generational trends, younger consumers are particularly conscious of value, with a quarter (25%) of 18 to 29-year-old low & no beer drinkers identifying value for money as a leading consideration, second only to taste. By comparison, just 8% of those aged over 62 cite value as a top priority.
Yet older consumers, familiarity and accessibility are key. Almost half (47%) of respondents over 62 say they would like to see more well-known brands offering low & no beers.
Among the 30 to 61-year-olds bracket, 35% say work, family or other next-day commitments are a leading factor in their decision to moderate alcohol consumption.
Women also seek distinctive flavours (30%), which was the number 1 driver when choosing a low or no beer, which is nine percentage points higher than men (21%).
£2.93m spend on de-alc unit
In 2025, BBG refreshed its UK no-alcohol portfolio, including the launch of Stella Artois 0.0 on draught, which debuted at the Wimbledon Championships before expanding into pubs and the company has also invested £2.93m in a new de-alcoholisation unit at its Magor Brewery in south Wales, which opened in December 2025.
The investment enables production of low & no alcohol beers, including Corona Cero, with the brewery using state-of-the-art technology that removes alcohol without prolonged exposure to high temperatures, helping preserve the original flavour, aroma and character of the beer.
BBG commercial strategy director Maria Neves said: “People want a beer they love, and sometimes they want it without the alcohol, but they never want to compromise on taste as our research has proven.
“That’s why we’ve invested in the technology at Magor Brewery to brew great-tasting no and low-alcohol beers right here in the UK.”
