More Brits than ever are choosing moderation this summer as No and Low sales hit record highs

• British Beer and Pub Association forecasts that over 64 million pints of No and Low beer will be sold across June, July and August

• This is an increase of over eight million pints from last year, as brewers invest more into the category

• The BBPA calls on the Government to support the sector's public health goals by reviewing the UK's stringent definition of “alcohol-free”

New analysis from the British Beer and Pub Association predicts that over 64 million pints of No and Low beer will be sold this summer, an increase of over eight million from 2025.

According to the BBPA, this staggering growth is testament to the point that No and Low is not just a fad, but a defining part of the beer and pub sector.

Last year, approximately 200 million No and Low beers were drunk, the category's most successful year on record, with the boom made possible by the sector adapting to trends and producing more options than ever before.

Despite this strong growth, the BBPA warns progress is being held back by the UK's restrictive definition of “alcohol free”.

Currently, an “alcohol free” beer must be below 0.05% ABV, which represents a barrier to entry to the category for many British brewers. This threshold contrasts with many other countries, who define alcohol free as 0.5% ABV.

If Government matches this threshold, UK brewers will be able to invest even more in No and Low beers, which will give consumers extra options if they wish to moderate and will further boost economic growth, the BBPA said.

Emma McClarkin, CEO of the British Beer and Pub Association, said that: No and Low popularity is booming and the category's year-on-year success shows that it's a category that's here to stay.

“Brewers and pubs across the country are already responding to this by serving up great new options which help people choose moderation, if they wish.

“We need government to keep the momentum going by changing the alcohol-free definition to 0.5%. This will open the door to greater investment, keep us on par with international markets, and deliver even more options for people who choose to moderate - everyone wins.”

James Rabagliati, Head Brewer at Nirvana Brewery, said: “Like any brewery, summer is peak-time for sales and the heatwave has had a very positive impact on ours - especially as some people are moderating their alcohol intake in higher temperatures.

“We've seen people either exclusively drinking alcohol-free beer such as our pils and fruit lagers, or ‘Zebra-striping’ where they're alternating between us and alcoholic beers.”

Luke Boase, founder of Lucky Saint, said that: “Summer sees demand for alcohol-free surge, as people spend longer socialising and enjoying the sun in pub gardens and parks, or watching the sport.

“When the sun is out and the football is on, people want to make the most of it and alcohol-free beer matches the occasion. We've seen a spike in sales of Lucky Saint, and it's a reflection of how alcohol-free beer has become part of the way people drink today.

We think the Government updating the alcohol-free definition to 0.5% will get more people drinking alcohol-free in this country, which can only be a good thing”

The leading trade body found that No and Low alcohol beer is the sector's biggest growth category across the UK, with volume growth of 870% since 2013.

In June and July 2024, the equivalent of 27 million pints of No and Low beer were sold, up from 23 million in the same period in 2023, and 20 million in 2022.

For more information:

Alex Adkins, Communications Officer, British Beer and Pub Association

Tel: 020 7627 9199 / 07922 598781

Email: press@beerandpub.com

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