Demand for 'mocktails' sours as pub customers continue to moderate their drinking across all occasions

Alcohol-free cocktails are fuelling growth in low and no sales according to research by Greene King, the country’s leading pub company and brewer.

The findings show that customers choosing low and no options have increased across all drinks categories compared to research in 2024. While no and low alcohol beer accounts for almost half of sales, the biggest jump in demand has come from cocktails which have increased by 19% compared to 2024, making it the second largest category, overtaking low and no cider and wine.

Greene King sells over 300 non-alcoholic drinks across its 1,600 managed pubs. The range spans beers, spirits, cocktails, wines, ciders, soft drinks and hot beverages. This year, it has aligned its non-alcoholic and alcoholic cocktail menus to include versions of classic cocktails such as, 0% mojito, 0% passionfruit martini and bellinis. There are also spritzers, coolers, 0% spirit variants and mixers, and seasonal specials.

This summer, Greene King surveyed 1,200 consumers to learn more about their attitudes and behaviours towards moderation and no and low alcohol. Almost half (44%) of those asked said they are moderating their alcohol intake over the year and not just in Dry January. One of the biggest occasions for choosing more low and no was during sporting moments, an increase of 11% compared to 2024, followed by date nights.

Danny Ayton, Greene King’s trading director, drinks, 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. We continue to evolve our low and no menus and app offers to suit all tastes and occasions so 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.”

Researchers found that most customers today expect to see a designated low and no section on drinks menus while packaged low and no products continue to have a higher awareness than draught. Visibility of products, range and price are viewed as the biggest drivers in the fast-growing category.

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Notes to editors

Greene King is the country’s leading pub company and brewer trading c2,500 pubs, restaurants and hotels across England, Wales and Scotland.

At Greene King we are passionate about delivering our purpose to ‘pour happiness into lives’. That’s for our customers, our team, our pub partners, our suppliers and the communities in which we live, operate and serve. Founded in 1799 with offices in Bury St. Edmunds, Suffolk and Burton on Trent in Staffordshire we employ around 38,000 people across the group and operate three divisions including Managed Pubs, Pub Partners and Brewing & Brands.

• Managed Pubs: Our Managed Pubs division brings together our best-known pub and restaurant brands nationwide, including Greene King pubs, Hungry Horse, Chef & Brewer, Farmhouse Inns and Flaming Grill. We offer great service, quality and value for a wide range of eating and drinking occasions. Ventures includes Hickory’s, Premium (Crafted Pubs & Metropolitan Pub Company) and Hotels, which operate independently of Greene King’s managed pub brands.

• Pub Partners: Pub Partners runs our tenanted and leased pubs business and Hive and Nest franchise pubs. These options combine entrepreneurial independence with practical support, enabling partners to run successful local businesses within a market‑leading estate. We have c.1,000 leased, tenanted and franchise pubs.

• Brewing & Brands covers the brewing sides of the business. Quality ales are brewed at the Westgate brewery in Bury St Edmunds and the Belhaven Brewery in Dunbar. Our industry-leading portfolio includes Greene King IPA, Abbot Ale, Ice Breaker and Belhaven Best and our premium beers, Level Head and Hazy Day, brewed for the modern-day drinker.