SAFG - Special Offers - B1 2023 - High Res

No & Low
The Pub, our original social network,
has been bringing people together and
forming bonds for hundreds of years.
Alcohol itself has been the basis of social
occasions for even longer, from the very
first festivities in ancient Egypt, to the
most modern of cocktail experiences
today. But things are changing. We are a
population that is more conscious of our
health and well-being than ever before
and, as a result, we’ve seen an explosion
in the low and no alcohol category.
Did you know that 55% of consumers say they
are looking to reduce their alcohol intake in the
next year? And, with almost one in three pub
visits now alcohol free, and 37% of consumers
drinking alcohol free at home, at least once
a week, no and low has never been a more
important part of a drinks’ range.
January and February are traditionally
important months for the no and low category
as consumers look to recover from the
hedonism and overindulgence of the festive
period. Positively, ‘Dry January’ in 2023 is set to
continue to grow as awareness of moderation
is at an all-time high with 95% of consumers
aware of the category - up from 86% just two
years ago. But making a no or low choice is
no longer just about ‘Dry January’ or ‘Sober
October’, we are seeing month-on-month
growth across the year, highlighting a marked
change in consumer behaviour within our
industry.
Boosting Turnover
So why is this important? Ensuring that you’re
meeting the needs of your customers by
offering no and low beer and cider choices will
help encourage them to trade up from default
soft drink and tap water options, helping to
boost turnover.
Visibility
Discovery is key. Over half (54%) of consumers
surveyed stated that having no and low brands
visible behind the bar would help improve their
understanding of availability. With the majority
of no and low being packaged (can or bottle),
giving the brands prominent shelf space in a
central chiller is a great start. Consumers are
also most likely to order a non-alcoholic drink
on specific food-led occasions, such as a family
meal with young children or at lunchtime.
Having no and low options visible at the
point of food ordering is another vital way to
encouraging trade up; think about getting the
brand options prominently listed on menus and
specials boards.
To Summarise
1. Almost one in three visits to the pub are now
alcohol free.
2. 55% of people are looking to reduce their
alcohol consumption over the next 12
months.
3. Whilst January and October are important
months for the category, no and low is in
growth all year round.
4. Awareness of the no and low category has
never been higher (95% this year, up from
86% two years ago).
5. Visibility of the no and low options is key to
encouraging trade up from default soft drink
/ tap water options.
If you have any questions about the no and low
category, or wider trends across our industry, feel
free to drop me an email at:
olivers@staustellbrewery.co.uk
The insight in this article has been collated by our
friends at KAM Media in their ‘Low & No 2022’
Report.
Steve Oliver
Category Development
& Insights Manager
Place your order today on 0345 241 1122 51