NOLO still growing in UK

Customers drank around 60 million pints of low and no alcohol beer during the summer, an increase of 8 million on the previous year. But the British Beer and Pub Association (BBPA) fears venues are struggling to make the most of the new passion for alcohol-free beer because of over-strict regulation. Growth sparked by younger people cutting back on alcohol and a trend towards moderation could be hampered by regulations, the body warns.

Currently, alcohol-free beer must be below 0.05% ABV, whereas the threshold is 0.5% in other countries – a factor the BBPA says creates a barrier for many British brewers looking to enter the category.

Emma McLarkin, BBPA Chief Executive, says: “We need the Government to keep the momentum going by changing the alcohol-free definition for greater investment, to keep us on par with international markets and to deliver even more options for people who choose to moderate.” The Government, currently considering the benefits of a change, will examine the trade arguments.

Heineken’s On-Trade Category team has identified moderation as one of the key growth areas for low and no beer and cider. A spokesman said: “Younger drinkers are more likely to moderate alcohol consumption by substituting rather than cutting occasions altogether. “But it isn’t just lighter drinkers moderating. Heavier drinkers are actually more likely to look to cut down, so it’s critical for venues to understand how guests are moderating so high-value consumers are still served correctly.”