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For the pub and hospitality industry, January has traditionally brought a dip in alcohol sales but that picture is shifting. In 2026, zero-alcohol is set to become a core part of the pub experience and driving this change are customers who want flexibility, better balance and more meaningful choice. Meet the moderators, today's low and no alcohol drinkers...
PROFILE: People who regularly switch between alcoholic and non-alcoholic options within the same occasion.
WHAT THEY’RE LOOKING FOR:
WHY IT MATTERS: These guests aren’t abstaining, they’re calibrating. Low/No alcohol options allow them to manage pace without feeling like they’re not part of the occasion.
PROFILE: Drinkers who avoid alcohol for specific moments: driving, early-starts, lunchtime meetings, pregnancy and post-work midweek pints.
WHAT THEY’RE LOOKING FOR:
WHY IT MATTERS: This group often drives significant lunchtime and early-evening trade periods where venues often struggle. A quality alcohol-free option can keep them in the venue longer and increase total round value.
PROFILE: People prioritising sleep, mental clarity, fitness, recovery, productivity or wellbeing.
WHAT THEY’RE LOOKING FOR:
WHY IT MATTERS: This group is generally younger and is extremely brand loyal. They want choices that support their long-term goals, not a temporary detox.
PROFILE: Includes lifelong non-drinkers, people avoiding alcohol for health, religious or personal reasons.
WHAT THEY’RE LOOKING FOR:
WHY IT MATTERS: This group is increasingly vocal about spaces needing to be more inclusive. An elevated alcohol-free range signals that everyone is welcome here .
PROFILE: People experimenting because alcohol-free beer has simply become so good, it is rude not to.
WHAT THEY’RE LOOKING FOR:
WHY IT MATTERS: This segment is driving trial and with the rise of better-quality products, trial is becoming part of a habit
Our leading soft drinks brands now sit alongside Carlsberg Group’s flagship Carlsberg Danish Pilsner, 1664, Birrificio Angelo Poretti, Brooklyn Brewery beers and more. This makes us the largest multi-beverage supplier in the UK.
What it means for you