No and Low
The UK no and low market is relatively young, but the opportunities for the category to support the UK government’s public health goals is clear, and a growing number of adult consumers are increasingly seeking no or low alcohol drinks.
The biggest driver of category growth is consumer interest, particularly amongst younger people who are more frequently seeking ways to moderate their alcohol consumption. British brewers have invested heavily to grow the category, producing drinks that meet consumer expectations of quality and taste and ensure required thresholds for alcohol strength are maintained.
No and Low consumption
Low alcohol drinks are proven to support those seeking to reduce their alcohol consumption and to contribute to wider policy aims to reduce harmful alcohol consumption.
Concerns that no and low drinks increase the risk of underage drinking are not supported by the prevailing scientific evidence.
UK trends show sustained declines in youth drinking, reduced frequency of adult drinking, and strong uptake of no and low products for moderation.
UK Low Alcohol Definitions
Currently, a beer must be below 0.05% ABV to be classified as alcohol free, a stricter definition than many other countries where the limit is 0.5%.
The BBPA believes that revising the current UK threshold for alcohol free definitions would stimulate further innovation and allow more brewers to find cost effective ways to enter the market, including for draught beer, providing greater choice and as a key step in normalising the experience for consumers in the on-trade.
