Non-alcoholic drinking occasions boom

New research has shown that a quarter of all visits to the pub do now not include alcohol.

With the predicted increase in non-alcoholic visits, two-in-three licensees are asking for further support to help them maximise the growing ‘low and no’ opportunity in their pubs, a call Pub & Bar has answered with its recent Alternative Option project.

The findings, revealed by KAM Media, is based on feedback from 1,000 UK adults, as well as 170 licensees. It shows that there are key opportunities to improve both the range of non-alcoholic drinks for customers, and also to better communicate the range available.

“More than one-in-two consumers said they find it difficult to see which cans and bottles behind the bar are low- and non-alcoholic versions of alcoholic drinks, or soft drinks specifically,” comments Katie Jenkins, marketing director at KAM Media. “Improving the visibility and communication of the ‘low and no’ range available is key, especially with so many new and unfamiliar brands entering the category.”

The research also found that 45% of consumers are currently satisfied with the ‘low and no’ range available in pubs, and 47% in restaurants. What’s more, 63% of customers expect low- and no-alcohol variants to be cheaper than alcoholic equivalents, and 13% say the price actively puts them off purchasing.