THE LOW & NO PROJECT
Confidence gap holding back alcohol-free draught growth
Alcohol-free draught beer has untapped potential in pubs, but operators need more confidence in its quality to unlock its full value.
Low & No Alcohol
THE LOW & NO PROJECT
Mash Gang wins World Beer Cup gold as low and no gains ground in pubs
UK non-alcoholic brewer Mash Gang has won gold at the 2026 World Beer Cup, in what operators say signals a change in the quality and commercial potential of low and no beer in pubs.
THE LOW & NO PROJECT
Thatchers brings Blood Orange variant to low & no market
Cider-maker Thatchers has launched its Blood Orange variant to the on-trade as a 0.0% ABV product.
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13% of indie brewing beer production is 0.5% ABV
The value of the low & no beer category has increased by more than a third from last year while 13% of independent brewing production is now of 0.5% ABV.
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Which low & no drink styles should you stock?
We all know by now that low & no alcohol beers have become more popular than perhaps we ever imagined.
THE LOW & NO PROJECT
Weight loss drugs linked to lower alcohol spend and fewer drinking occasions
The growing use of GLP-1 weight loss drugs is beginning to reshape alcohol consumption.
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Alcohol moderation embedded in Gen Z and Millennials pub visits
Nine out of 10 drinkers are actively moderating their alcohol intake in a way that is embedded into how they socialise rather than shunning alcohol entirely.
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Hydes Cyder lands first draught listing for 0.5% variant
Hydes Cyder has secured its first draught listing of its 0.5% ABV Lyte variant at a Hampshire destination pub.
OPINION - THE LOW & NO PROJECT
OPINION: Balanced range of low & no ales alongside full-strength will be the norm
As we look eagerly towards the sunnier days, the allure of beer gardens and bank holidays a plenty, dry January may seem a distant memory.
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Low & no drinks could unlock £208m on-trade market
Heineken UK has estimated consumer demand for low & no alcohol drinks could unlock a £208m market for the on-trade.
VIDEO: THE LOW & NO PROJECT
VIDEO: The rise of low & no alcohol options at London pubs
Low & no alcoholic drinks are enjoying a boom time in both pubs and bars and the off-trade.
How health, availability and price are shaping the UK’s low & no-alcohol market
Alcohol moderation is increasingly shaping UK drinking habits, with health-led behaviour change and improved low & no-alcohol options driving steady market growth, despite ongoing price pressures.
THE LOW & NO PROJECT
Pubs must not miss out on alcohol-free wines
Low & no alcohol wines are a category being missed by pubs – mainly through a lack of visibility for the category.
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Lucky Saint urges Brits to ‘stay social’ with 100k free pints this January
Lucky Saint founder Luke Boase has urged people to ‘stay social’ and get down the pub in January.
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RedCat says draught AF beer a ‘game-changer’ as Heineken 0.0 sales soar
RedCat pub company has declared alcohol-free (AF) beer on draught at its pubs as a “game-changer”.
Low & no beer sales set to top 200m pints in 2025
The low & no beer market is set to reach a record high of 200m pints sold in 2025, according to the British Beer & Pub Association (BBPA).
THE LOW & NO PROJECT
Three in four drinkers plan to cut back on alcohol over Christmas
Consumers continue to embrace moderation as almost three in four drinkers plan to cut own their drinking over the festive period.
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Butcombe sees surge in low & no beer sales
Butcombe Brewing Co has claimed record sales for its low & no beer range with Goram IPA Zero and Tall Tales Pale Ale Zero tallying their highest monthly sales.
FEATURE
FEATURE: How to turn mindful drinking into profit
If you’re running a pub and haven’t clocked the shift in UK drinking habits, it’s time to listen up.
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BBG unveils £2.93m de-alcoholisation facility
Budweiser Brewing Group (BBG) has opened a new £2.93m ($3.9m) de-alcoholisation facility in south Wales.
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Low & no range must be increased at pubs says Robinsons MD
Pubs must offer more low & no options from beers through to wines because the market is expanding, says Robinsons joint managing director Oliver Robinson.
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Heineken boss on ranging and wish to add to draught products
Heineken on-trade director Will Rice has given operators ideas on how to curate a low & no alcohol offer at a pub and confirmed he wants to increase the business’s draught range too.
THE LOW & NO PROJECT
Heineken 0.0 targets draught lines in 2,000 pubs by March 2026
A little over six months ago, Heineken 0.0 had hit the 1,000 mark in the number of pubs it had draught taps dispensing the alcohol-free beer, it’s now at 1,700 – and 2,000 is the next target.
THE LOW & NO PROJECT
Non-alcoholic wine growing opportunity for pubs
Alcohol-free wine represents a growing upselling opportunity for operators, but success depends on offering quality options and guiding guests through them, experts at the Club Soda Low & No Alcohol Summit last month said.
The year of the black pint: Stout finds fresh energy and new fans
With International Stout Day today (6 November), few categories are fizzing with as much momentum as stout. Once a winter comfort, it’s now a year-round staple, and, for the first time, it’s not just the “old boys” drinking it.
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MP Antoniazzi: ‘Keep banging on’ to influence Gov health plan
An MP has urged the low & no sector to take as many methods as possible in order to influence the Government’s health plan so their voices are not lost.
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New non-alcoholic cocktail brands rise by 19% in two years
The number of new alcohol-free cocktail brands being launched in the UK has climbed 19% in two years.
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New EU rules on wine could affect labelling and descriptors in the UK
Europe is struggling with consumption of wine being too low so leaders on the Continent are trying to kick-start business.
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5 tips to maximise low & no alcohol sales
Heineken UK has stated the low & no alcohol category is no longer a niche – and offers five tips to help you drive sales at your pub or bar.
Half of young adults moderating while ‘risky’ drinkers triple alcohol-free use
Half of young adults are choosing low & no drinks to moderate their alcohol intake while the use of alcohol-free tipples has tripled for ‘risky’ drinkers since 2018.
THE LOW & NO PROJECT
Alcohol consumption drops as demand for soft drinks rises
Healthy alternatives, soft drinks, lifestyle changes and cost pressures are all influencing how consumers engage with the on-trade as alcohol consumption levels nosedives.
THE LOW & NO PROJECT
AI trial finds alcohol-free ads most likely to breach rules
The advertising of alcohol-free products has “raised more consistent concerns” than all other alcohol categories in a cutting-edge artificial intelligence (AI) trial.
Get Mash-ed not smashed at sober Oktoberfest
Alcohol-free beer brewer Mash Gang is launching Swaptober Fest – which it claims is the UK’s first completely sober Oktoberfest celebration.
THE LOW & NO PROJECT
Captain Morgan 0.0% teams up with THINK! to tackle drink driving
Diageo-owned rum brand Captain Morgan 0.0% has joined forces with Stonegate, THINK! and TV star Sam Thompson to launch a nationwide campaign against drink driving.
THE LOW & NO PROJECT
Tackling the challenges in a ‘new’ category
There continues to be much debate around the best way to handle and care for the relatively new category of low & no alcohol beers.
Dry is the new high: The rise of the alcohol-free pub
With the opening of a new alcohol-free venue in Scotland, the Lock In team take a look at the history and opportunities for a new breed of non-boozer.
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Sponsors hail The Low & No Project
Sponsors of The Low & No Project have praised the valuable job The Morning Advertiser (The MA) is doing in covering low & no alcohol drinks in the on-trade.
OPINION
OPINION: Why low & no should be at the heart of your strategy
It’s no longer novel, niche or a nice-to-have.
LICENSING HUB: LEGAL WITH POPPLESTON ALLEN
Smart sipping: How to succeed with low & no
In recent years, the demand for low & no alcohol beverages has grown rapidly.
THE LOW & NO PROJECT
Healeys Rattler Zero scoops silver at International Cider Challenge
A Cornwall-based cider producer is celebrating after its alcohol-free variant scooped silver in the International Cider Challenge 2025 awards.
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New low & no products for pubs
The low & no segment has flourished so far this year with new products from Molson Coors, Beefeater, Heineken, London Essence and more.
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Robbie Williams backs Aussie beer brand
Aussie low & no beer Heaps Normal has landed on UK shores with global music star Robbie Williams backing the brand that is already in 170 UK pubs and retailers.
THE LOW & NO PROJECT
Low & no drinks starring at cocktail bars
Some of the UK’s best cocktail bars are making the most of the ever-growing low & no opportunities offered in the on-trade.
THE LOW & NO PROJECT
Chance for pubs to stock Butcombe shandy on draught
Butcombe Brewing Co has launched a low-alcohol shandy on draught in a collaboration with craft beer business Shandy Shack.
THE LOW & NO PROJECT
Summer sales of low & no beer set to rise 20% to record-breaking 33m pints
A continued boost in low & no beer sales at pubs and bars will see the category reach record-breaking sales figures this summer.
THE LOW & NO PROJECT
Mash Gang introduces new lager
Non-alcoholic brewing brand Mash Gang has expanded its portfolio with the release of Glug lager.
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76% of UK adults moderating alcohol consumption
More than three quarters of UK adults are moderating their alcohol consumption, according to new research.
THE LOW & NO PROJECT
Changing attitudes to low and no ‘profoundly impacting’ sector
Changing attitudes towards low and no-alcohol have had a “profound impact” on the pub and brewing industry, Mash Gang co-founder Michael Baggs told The Morning Advertiser (The MA).
THE LOW & NO PROJECT
Almost half of adults enjoying low & no drinks
Almost half of UK adults (48%) are enjoying alcohol-free beer, wine and spirits meaning ‘moderation’ is no longer a ‘niche’ category.
The summer shift: alcohol-free opportunities for seasonal success
With summer occasions bringing big opportunities for pubs, bars and restaurants, drinks business Diageo says now is an ideal time to rethink how alcohol-free options are showcased ahead of the season.