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There’s something a little different about today’s new drinkers, isn’t there?
It used to be that all you’d bring to the pub is some change, your keys and your friends. But today’s younger adults drink a little differently. They’re bringing something else with them entirely when they visit your venue – a strategy.
The modern drinker is secretly deploying a range of secret tactics to match the vibe when they’re out with their friends – still drinking but in a more mindful way. Opting for a shandy, a mocktail that wears the clothes of its alcoholic equivalent, or swerving a round entirely have become common mindful methods. The rise of the zebra striper – those who alternate between alcoholic and non-alcoholic drinks – is now having a serious impact on the stocking decisions that pubs and bars are making.
The rise of no-and low-alcohol
At Asahi UK, we’ve been monitoring the rise and rise of the no-and low-alcohol market for years. It’s an area we do exceptionally well in, over indexing in sales in this segment compared to our broader market share. Peroni Nastro Azzurro 0.0% is now the UK’s most valuable non-alcoholic lager brand in the fridge, adding +£8.6m in value sales in the last year.
Not coincidently, it’s also a sector we have researched thoroughly using a range of methodologies to find out exactly how we can better support our trade customers. It can be tempting to still think of no- and low-alcohol as a niche category, but our research – built on Savanta insights from 2,000 consumers – shows that this is simply no longer the case. What percentage of people would you estimate are actively moderating their drinking in some way? If you said anything less than “90%”, you’re still underestimating the opportunity.
We discovered that 2 in 3 Gen Zs and Millennials reach for alcohol-free while catching up with friends; a clear connection between setting and experience. Where alcohol-free was once the last resort for designated drivers and disgruntled detoxers, today’s consumers are actively seeking them out and willing to pay more for the privilege. Gen Zs in particular demonstrate their intention to spend more for premium tastes.
Our recently published report with Time Out – Sip Happens: Mindful Tastes – concluded that modern drinking culture is now being shaped by three forces – the moment, the energy and the taste. Drinking choices are becoming increasingly shaped by context, whether that’s opting for the negroni on holiday that you would never order at home, or choosing an alcohol-free beer during the moments where it’s important to be present.
Energy is another major driver. Drinkers are increasingly considering how they’re likely to feel the next day and modifying their alcohol intake accordingly.
Finally, mindful drinking is all about the taste. As alcohol-free and low-alcohol options improve in flavour and quality, they are increasingly chosen for enjoyment rather than simply as substitutes for alcohol.
Trusted brands are key and in fact taste reassurance matters more than price point. Peroni Nastro Azzurro 0.0% generates a price premium of +21% vs the wider category, a sure indication that we’re on the right lines.
While the category has rocketed in recent years, we recognise that the same growth strategies that got us to this point will not be enough to drive growth in the years to come. We must continue to innovate and bring great-tasting products to market that keep the alcohol-free sector feeling fresh and exciting
With 92% of 18–27-year-olds and 89% of Millennials stating they would be likely to purchase a flavoured alcohol-free beer – we’ve extended our leadership in the category further. Peroni Nastro Azzurro 0.0% Arancia Rossa and Limone di Sicilia have been developed to bring greater choice and distinctiveness to the growing no- and low-alcohol category.
It’s an exciting time for the market. While 2026 may be remembered for many things, at Asahi UK we’re calling it as the year that mindful drinking went mainstream. As one panelist interviewed for our report put it: “We’re now at a point where if you ask for alcohol-free in most pubs, bars, clubs and they say they haven’t got anything – you’re like, ‘What’s wrong with this business?’”
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Read the full report here.