1. Erdinger Non Alcoholic
Alcohol Free Beer
It’s no secret that consumer behaviour is continuing to change, with brand led, traditional categories declining in favour of their premium counterparts. Alongside the search to seek out a better quality beer, with 65% of consumers actively trying to lead a healthier lifestyle, moderation is playing key role in this change. Dry January is no longer a one off novelty event to lose some post Christmas weight, but more of an opportunity to enforce a permanent lifestyle change for coming year, with 70% of people who take part in dry January continuing to drink less six months later.
The Alcohol Free Beer sector which is predicted to be worth £300m a year within the next 10 years. Within On Trade packaged beers, despite being one of the smaller categories, it is the one showing the highest growth at +33.4% YoY, with everything pointing towards this continuing to grow in the coming years.
Category
% Growth
Ale
-9.8%
Classic Lager
5.5%
Craft
12.1%
Mainstream Premium Lager
-8.7%
Alcohol Free Beer
33.4%
Stout
-16.4%
World Discovery Lager
0.4%
Alcohol Free beer offers the consumer taste profiles of the beer that they love without the repercussions. With this in mind it should be utilised at key trading periods where soft drinks currently flourish such as lunch periods and weekday evenings.
The category is still at the early stages of it’s journey within the On Trade. But from an Off Trade perspective Alcohol Free Beer is much more established with retailers allocating designated full bays and promoting the category off Shelf. We know that due to the large number of distribution points and retailer strategies, trends that they succeed with normally carry across into the On Trade.
Off Trade Alcohol Free Beer
Top 15 Brands
Rank
Brand
% Share of Alcohol Free Beer
VALUE
% Change on LY
MAT 1
Becks Blue Alcohol Free
39.80%
17,396,934
0.30% 2
Bavaria Non Alcoholic
13.60%
5,933,576
4.50% 3
Heineken 0.0%
12.50%
5,443,028
234.50% 4
Brewdog Nanny State Ale
6.80%
2,981,471
25.10% 5
Budweiser Prohibition Brew
6.50%
2,842,478
NEW! 6
Erdinger Non Alcoholic
5.10%
2,249,789
36.70% 7
San Miguel 0.0% Lager
3.60%
1,565,452
48.40% 8
Brewdog Nanny State
2.20%
982,723
0.00% 9
Cobra Zero
1.50%
652,231
-25.10% 10
St Peters Without
638,903
246.00% 11
Franziskaner Weissbier
1.40%
624,397
168.20% 12
Warsteiner Fresh
594,485
155.60% 13
Free Damm
0.70%
300,218 14
0.40%
158,493 15
Kaliber
121,176
36.90%
Promote Alcohol Free Beer in trading periods such as Lunch and Weekday evenings.

2. Take part in Dry January for Health Reasons**
20.4%
GB Adults now teetotal
Equating to 10.4m
People*
In 2017, the proportion of adults who said that they did not drink at all – those claiming to be teetotal – was 20.4%. This equates to approximately 10.4m people in the population of Great Britain. A higher proportion of women reported being teetotal (22.6%) when compared to men (18.1%).
54%
Take part in Dry January for Health Reasons**
On average 3.1 million people commit to Dry January within the UK, with 54% of these taking part due to health reasons.
62%
Think the Soft Drinks range on offer is often predictable and boring***
With 62% of drinkers saying that the Soft Drinks on offer are predictable and boring, it highlights the important role Alcohol Free beer can play to people who are tee total or cutting back by offering them new flavour experiences and variation.
--Marston’s Alcohol Free Beers-
--KEY TAKEOUTS--
70% of people who take part in dry January are continuing to drink less six months later.
Within Packaged Beer, Alcohol Free is the category in highest growth.
Promote Alcohol Free beer in key Soft Drink trading periods such as Lunch times and Weekday evenings.
+39% MAT
****
+125% MAT
****
*Office for National Statistics, **CGA Consumer research, 2016, *** Global Data 2018 Q3 Consumer Survey, **** Marston’s Data Warehouse Volume