New research from non-alcoholic brewery Athletic Brewing Company and KAM Insight shows that 94% of alcohol-free beer drinkers also consume alcohol. Only 27% of social drinkers now stick exclusively to alcoholic beer on a night out.
As England prepare for their World Cup opener tonight, the data suggests the pub round has already changed. Nearly half of Britons (48%) are ‘zebra striping’ — that is, alternating between alcohol-free and alcoholic drinks across a pub session.
More than half (56%) of Brits believe alcohol-free beer is starting to become mainstream in the UK, and 60% now consider it as premium as a full-strength pint.
And as the World Cup kicks off, the data reveal that 56% are already drinking alcohol-free beer in pubs and bars, showing that the pub round has changed and Brits are embracing moderation as the norm.
Athletic and KAM have partnered to create a white paper on the subject, which can be read here.
