1. No / Low Alcohol Beer – 13th June 2019

2. Sales of No Alcohol beer have been steadily increasing over time
Sales of No Alcohol beer have been steadily increasing over time. Sales have historically peaked in line with Christmas and ‘Dry January’, although last summer sales stepped on further.
Source: IRI Total Market, 4we 25th May 2019

3. Year on year sales growth has been trending up – the latest 12we period is showing value growth of +36% year on year.
Source: IRI All Outlets, 4we 25th May 2019

4. Ale does still considerably under trade in No Alcohol though.
No Alcohol Beer has historically been dominated by Lager – this has changed in the last 12 months with more NPD in Craft and Ale.
Ale does still considerably under trade in No Alcohol though.
Source: IRI All Outlets, 52we 25th May 2019

5. No Alcohol Ale sales have increased considerably since October 2018 – with Ghost Ship and Old Speckled Hen both launching no alcohol variants in this period.
Source: IRI All Outlets, 4we 25th May 2019

6. No Alcohol Beer & Cider attracts a younger more affluent shopper.
Younger, Less Affluent
Younger, More Affluent
Older, Less Affluent
Older, More Affluent
Source: Source: Kantar Worldpanel 52we data to 28th January 2018

7. No Alcohol Beer is currently dominated by Mainstream Lager brands – although more entrants from World Beer, Ale and Craft in the last year.
SKU
Count
Size
Last Year
This Year
YOY
Becks Blue Alcohol Free
15ct
275ml
£6,430,512
£8,088,283
26%
6ct
£9,192,490
£7,860,066
-14%
Heineken 0.0%
330ml
£2,441,440
£6,066,805
148%
Bavaria Non Alcoholic
8ct
£2,879,325
£4,002,864
39%
4ct
£1,901,369
£3,765,947
98%
Budweiser Prohibition Brew
£1,338,566
£3,601,232
169%
Brewdog Nanny State
£2,254,196
£3,508,178
56%
Erdinger Non Alcoholic
1ct
500ml
£1,831,276
£2,813,636
54%
£2,356,796
£2,130,944
-10%
San Miguel 0.0% Lager
£1,353,958
£1,957,974
45%
£1,428,464
£1,369,872
-4%
Warsteiner Fresh
£486,068
£795,544
64%
Adnams Ghost Ship -
£782,817
NEW
£958,636
£737,380
-23%
Cobra Zero
£631,448
£601,781
-5%
Peroni Libera  -
£525,038
St Peters Without
£394,289
£446,953
13%
Free Damm
£158,961
£436,395
175%
£83,990
£409,930
388%
£386,588
£409,840 6%
Total Market
£38,922,419
£53,416,178
37%
Lager
Craft
Ale
Source: IRI All Outlets, 52we 25th May 2019

8. Breadth of Range
The Low/No Alcohol category now features a variety of beer styles and is not just limited to Lager. It is important for retailers to satisfy as many different shoppers as possible by offering a breadth of categories.
MAINSTREAM LAGER
WORLD LAGER
SPECIALITY
PBA
CRAFTED
PBA
CRAFT