Why Guests Want Sparkle

Who is choosing alcohol free, and how often

The Portman Group’s 2025 YouGov survey reports that well over a third of UK drinkers, 38 percent, now consume low and no alcohol alternatives semi-regularly, up from 35 percent the year before.

The same release shows 46 percent of 25 to 34s and 40 percent of 18 to 24s drink these products at least occasionally. It also notes that almost a quarter of adults want more low and no options on draught in pubs. 

Source: Portman Group press release, 8 January 2025, https://www.portmangroup.org.uk/yougov-survey-shows-more-people-drinking-low-and-no-alcohol-alternatives-than-ever-before-with-young-adults-still-the-biggest-consumers/

Where the market is growing fastest

IWSR’s UK snapshot shows no alcohol beer grew about 20 percent in 2024 versus 2023, and that volumes of the total no alcohol market are expected to grow at a 7 percent volume CAGR between 2024 and 2028.

It also notes that no alcohol beer now accounts for more than 2 percent of the UK’s total beverage alcohol market by volume, and that no alcohol wine was up 8 percent in 2024 while low alcohol wine declined 5 percent. 

Source: IWSR, The UK No-Alcohol Market: Key Statistics and Trends, 22 January 2025, https://www.theiwsr.com/insight/the-uk-no-alcohol-market-key-statistics-and-trends/ .

Seasonal signals and venue supply

Alcohol Change UK reports that 15.5 million people in Britain, roughly 29 percent of adults, planned to take part in Dry January 2025.

Source: Alcohol Change UK blog, December 2024, https://alcoholchange.org.uk/blog/mind-body-bank-balance-why-over-a-quarter-of-brits-are-planning-a-booze-free-january .

The British Beer and Pub Association adds that more than 120 million pints of no and low beer were sold in 2023, with a record 140 million projected for 2024. It also reports that 86 percent of pubs now serve a no and low option, with 8 percent serving it on draught. 

Source: BBPA press release, 5 December 2024, https://beerandpub.com/news/no-and-low-beer-sales-grow-as-2024-looks-to-sell-a-record-140-million-pints/ 

What the trend means for hosting with REAL

Guests are asking for flavour, finesse, and a sense of occasion. REAL is brewed from outstanding loose-leaf tea at The Fermentery on the Waddesdon Estate, then guided through a clean fermentation to create bright acidity, fine bubbles, and a long, refreshing finish.

For crisp aperitif moments pour REAL DRY. For canapés and creamy plates open REAL SEC. 

For daytime celebrations and desserts keep REAL BLUSH on ice. Give guests a choice between a bright and dry profile and a fragrant, fruit-led profile, and you meet the brief that the data describes.