94% of alcohol-free beer drinkers also consume booze
New research has revealed that moderation trends are changing the way people perceive no and low alcohol drinks. The data has shown that many who indulge in drinking alcohol are also seeking out non-alcoholic options as well. db reports.
Findings gathered by KAM Insight and US non-alcoholic brewer Athletic shows that 94% of alcohol-free beer drinkers also consume alcohol and only 27% of social drinkers now stick exclusively to alcoholic beer on a night out.
Zebra striping is already at play
The research, which reveals that the”zebra striping trend – where consumers alternate between alcohol-free and alcoholic drinks – is highly present in the UK and has uncovered that nearly half (48%) of Brits are already doing it when they visit the pub.
The data suggests the pub round has changed and has identified that more than half (56%) of Brits believe alcohol-free beer is starting to become mainstream in the UK, and 60% now consider it as premium as a full-strength pint. This insight indicates that moderation no longer means compromising on quality or taste.
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Alcohol-free beer is now accepted in the mainstream
The research also revealed that 56% of Brits are already drinking alcohol-free beer in pubs and bars and the nation is already embracing moderation as the norm.
Athletic Brewing recently introduced its beer to a broader audience of consumers in the UK after securing listings with premium grocery retailer Whole Foods as well as specialist non-alcoholic online drinks store Wise Bartender.
Last year, Club Soda founder Laura Willoughby MBE, who works to promote alcohol-free options to the trade and consumers, told db that alcohol-free beer should be sold for what it offers, not what it lacks. During her interview Willoughby noted that the product should be classed as a functional drink and pointed out the health benefits of beer without alcohol.
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