Industry Report: No and Low
Would you try non-alcoholic sake?
Dear Drink To That reader,
This week’s industry report provides insight into some of the latest no and low trends.
The rise and rise of non-alc beer on draught
It didn’t seem all that long ago that non-alcoholic beers had the distinct taste of a wet old boot left to dry out in the sun. Yet, with the explosion in popularity of no and low beers like Lucky Saint, we’ve come a long way since those dark early days.
In 2025, no and low beer is tipped to climb higher than it ever has. For one thing, sales of no and low beer in UK pubs reached a record 140m pints last year according to the British Beer and Pub Association. And while 86% of UK pubs serve non-alc beer options, only 8% serve it on draught.
Here’s where there is going to be major development.
Chris Furnari, the comms manager for Athletic Brewing spoke to The Drinks Business and said “Customer excitement is high…The UK has been much more receptive to alcohol-free draught beer, but retailer hesitancy in the US remains a hurdle. In our experience, accounts that align with our own standards by prioritising food safety and quality have been among the most receptive to alcohol-free draught beer.”
The dominance of functional drinks
Another area poised for growth is functional drinks i.e. drinks that offer health benefits or improve wellbeing. Several ingredients have been tipped as the most popular:
Lion’s mane mushroom stimulates the growth of nerve growth factor. NFG is essential for the protection and repair of nerve cells.
Ashwagandha is a herb that promotes relaxation by lowering cortisol levels and improving sleep quality.
Matcha green tea has been a staple wellness ingredient for a long time and will continue to be so in 2025.
A higher demand for hydration solutions is also fuelling the growth of functional drinks. These are products that enhance and promote an increased amount of water drinking through energy, juice and rehydration ingredients.
According to the food service insights brand Circana, these products are the number one category of unit sales growth for Gen Z and second for millennials.
Influences from the East
Health benefits have been entwined with Asian cultures for centuries and this has become more apparent in several new non-alc products with this connection. For example, London-based Impossibrew launched a 0.5% beer in 2022 from an ancient Japanese recipe.
This beer was built on the back of Impossibrew’s co-founder Mark Wong. He had to stop drinking alcohol at 22 because of news of a life-changing health diagnosis. He found inspiration in a Japanese text from 1211 AD called the Kissa Yojoki that provided insight into natural herbs.
Impossibrew has sold over one million cans of this beer, which contains L-theanine, an amino acid found in green tea and ashwaganda.
Non-alcholic sake is also becoming more popular and a recent example is a 0% alcohol product from Arkansas-based Origami Sake.
Founders Ben and Matt Bell have the intention of making Arkansas ‘the Nappa Valley of sake’ because the region accounts for over 50% of America’s rice production. To create a non-alcoholic sake, they had to adapt “equipment from the wine and beer industries, but we’re proud to blend…a 1500 year history, with techniques refined over centuries…with Arkansas’ exceptional resources.”
More live events
As more no and low brands focus on creating an experience for drinkers, there will be a greater diversity of events built around providing that experience. Festivals and sporting events are among the most popular.
Club Soda’s Laura Willoughby has said “festivals across the UK are embracing alcohol-free bars, and the Live Awards [which celebrate live music and entertainment] took it one step further…showcasing an incredible range of alcohol-free options. With 61% of event organisers reporting increased demand for non-alcoholic drinks, venues and caterers are really stepping up to meet this need.”
Another example comes from Athletic Brewing. In August 2024, it became the first low and no beer to be a partner of football club Arsenal. Athletic Brewing launching branded Arsenal four packs of its Run Wild IPA range.
Let me know your thoughts on these no and low trends. You can reach me at infodrinktothat@gmail.com
Cheers to you,
Jamie