Non-alcoholic beer sales continue to grow

31/07/2019
Non-alcoholic beer sales continue to grow

The growth of non-alcoholic beers show no sign of slowing down as brewers report high increases in demand.

Heineken, which has Heineken 0.0, revealed at its 2019 half year results this week that low and no alcohol sales volumes had increased by a "high-single digit", delivering 6.9 million hectolitres (2018: 6.3 million).

Heineken 0.0 was a key driver of this growth but the brewer also revealed that 48 of its brands now have non-alcoholic line extensions.

It said: “The Zero Zone, which provides dedicated shelf-space in the off-trade for our non-alcoholic portfolio, is deployed in 20 markets across Europe and Russia.”

The Blade, its counter-top draught system for small outlets introduced in late 2017, is now available in 22 markets with a range of 26 brands, including non-alcoholic versions.

Robinsons, the Stockport-based brewer, has revealed a dramatic increase in sales of no and low alcoholic beers and ciders, with 2019 sales up 59% on the previous year.

The company said the key to this success was promotion of better known brands, but also having a few lesser known brands such as Lucky Saint alongside.  

“Our managed pubs are up 209% with every one, bar two, in treble digit growth, and 75% of our tenanted businesses are in category growth,”  said marketing director David Bremner.  

The introduction of low alcohol beer Heineken 0.0% on draught, using the new blade system, also helped to boost sales for the operator. 

“We need to keep this in context, but three of our top 10 packaged beers are now free or low alcohol and they represent over 16% of packaged beer sales, which is way above the industry average,” he said.  

“This is obviously influenced by the more health conscious millennials, but we are finding that groups of core customers are also switching on certain occasions, particularly for draught."

The On Trade Beer Report from Marston’s recently revealed that as consumers have become increasingly concerned about health and wellbeing, the low/no alcohol category has seen growth of 30% since 2016. 

 

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