Sober October may be a record year, with almost 22 million pints of No and Low beer predicted to be sold this month, according to the British Beer and Pub Association.
This would represent a 25% increase from last October’s sales figures of 17.3 million and almost a 200% increase since October 2022.
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.
Highlights
- The British Beer and Pub Association predicts a 25% growth on last year’s Sober October sales and approaching 200% since October 2022
- The trade body calls on the Government to urgently review the definition of alcohol-free beer which causes confusion and stifles further investment
“It’s no wonder that October will see record sales of No and Low, as British brewers have made huge strides in creating great alcohol-free beers, and it’s clearly here to stay.
“We want to see the Government back that success by updating the rules on alcohol-free beer which would help us create more products, choice at the bar, and further boost sales.
“Changing the definition of alcohol-free from 0.05% ABV to 0.5% is a simple move that wouldn’t cost the Government a penny. It would be good for customers, good for moderation, and good for business and jobs – it’s win-win for everyone.”
Emma McClarkin OBE, Chief Executive
The No and Low sub-sector is the sector’s most successful growth category, with a 1000% increase in sales since 2013.
The leading trade association said brewers have poured significant investment into the sub-sector, with the specialist equipment needed for dealcoholisation costing approximately £1million per brewery. Creating alcohol-free beers can add a further 15% in costs, mainly through energy.
