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24th January 2024

In praise of the pub! Alcohol no longer the top reason for heading to the local, as Brits adapt drinking habits

  • 2 out of 3 Brits feel it is normal to head to the pub and not drink alcohol
  • 75% of those surveyed see the pub as key to the community
  • Half (50%) want to support their local even when they’re not drinking

Tuesday 23rd January 2024 – New research[1] from the UK’s #1 dedicated alcohol-free beer brand, Lucky Saint, has highlighted the changing habits of alcohol consumption in the UK, finding that drinking alcohol placed fourth in the top 10 reasons as to why Brits go to the pub.

Almost half of respondents cited that spending time with friends and family is their top reason to visit (43%), followed by having a good meal (34%) and enjoying the atmosphere coming in third (28%). The results highlight the increased importance of pubs within communities as hubs for social connection.

The research highlights the shift in attitudes towards alcohol-free, finding that nearly 2 out of 3 Brits (62%) feel comfortable to go to the pub and not drink alcohol. Of which, there was a notable difference between men (56%) and women (69%).

It comes as the latest sector data showcases the continued growth of the alcohol-free category; Kantar have reported the volume of non-alcoholic beverages has risen 42% in the past five years, and a recent YouGov poll found that 75% of UK drinkers have tried no and low products[2].

As the pub prevails as a treasured British institution, with 3 out of 4 Brits seeing the pub as key to their community (74%), January can be a notoriously quiet month in hospitality, as people look to focus on their health, by cutting down on drinking or going dry entirely.

Often it’s the pub that suffers, but Lucky Saint’s new research shows that half of Brits surveyed want to support their local even when they’re not drinking (50%).

In response, Lucky Saint has launched the campaign ‘Thou Shalt Go To The Pub’, which encourages people to visit their local pub in January. In partnership with Mitchell & Butlers, the non-alcoholic beer brand will be giving away 10,000 free pints from now until 31st January, in all participating venues (see map)

With the rise of great tasting alcohol-free options – and with 1 in 3 pub visits in the UK now alcohol -free[3] – Lucky Saint believes Dry January doesn’t have to be a quiet month for hospitality. Speaking on the research findings, Luke Boase, founder of Lucky Saint, said:

“We’re seeing a rapid cultural shift in attitudes towards alcohol and acceptance of moderating, across all age groups. This idea that you have to apologise for not drinking is fading, with people comfortable to head down to the pub and not drink if they’re choosing to moderate on that occasion.

The findings also further emphasise what the pub represents for people across the UK; a place to socialise and connect with your loved ones. You can’t beat a warm cosy pub, enjoying a pint with friends and family. If you’re doing Dry January or moderating your alcohol consumption, then Lucky Saint on draught is the perfect pint.”


Notes to Editors:

The survey was developed in collaboration with Censuswide. The survey collected data from 2000 UK consumers aged 18+, in January 2024. We can provide more detail and a breakdown of the data on request.

Top 10 reasons consumers go to the pub:

  1. To spend time with friends or family: 43.22%
  2. For the food: 34.10%
  3. To enjoy the atmosphere of a local pub: 28.41%
  4. For the alcohol: 23.93%
  5. To be somewhere else comfortable, outside of home: 20.19%
  6. To socialise with work colleagues (e.g., after work drinks): 20.04%
  7. I never go to the pub: 17.30%
  8. To feel a part of the community: 15.25%
  9. To meet new people: 15.10%
  10. To support local businesses: 14.76%

For all media enquiries and further information, please contact:

Christy Bucklow / Email: / Tel: +44 (0) 7818 273869

About Lucky Saint

Since launching in 2018, Lucky Saint has become the #1 independently owned alcohol-free beer brand in the UK driven by the mission to finally reward those not drinking with the beer they deserve. The hugely successful Alcohol-Free Superior Unfiltered Lager has seen exponential growth over the last five years, and won Drinks Brand of the Year at the Grocer Gold Awards 2023. Five years after its launch, Lucky Saint has launched its second product – Superior Hazy IPA – in time for January 2024.

Lucky Saint is now available in over 7000 thousand pubs, bars, and restaurants, with over 1000 draught listings in pubs across the UK which can be found on their ‘Tap Map’. Lucky Saint can be found across major retailers including Waitrose, Sainsbury’s, Tesco, Morrisons, Ocado and Majestic, as well as over 75 Michelin starred restaurants.

Lucky Saint was the first alcohol-free producer to join the British Beer & Pub Association in the organisation’s 119-year history.

[1] Censuswide survey on consumer drinking habits in UK pubs (Lucky Saint, 2024) 2,000 UK Consumers aged 18+

[2] YouGov survey on low and no alcohol alternatives popularity among young adults (Portman Group, January 2024).

[3] KAM Insights report on Low and No (Lucky Saint 2023)

For all media enquiries and further information, please contact:

Christy Bucklow / Email: / Tel: +44 (0) 7818 273869

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