New research published 29 December reveals alcohol-free beer is the New Year tipple of choice for many of the millennial generation – those aged between 18 and 34. This age group are eight times more likely than over-65s to replace alcohol with alcohol-free beer in January, with only one in 100 of the elder generation doing so compared to one in twelve (8%) millennials. Young adults (8%) are also four times more likely than over-55s (2%) to drink alcohol-free beer instead of alcohol next month.
The findings are the result of a ComRes survey commissioned by AB InBev UK, which also indicates that twice as many 18-34 year olds (17%) as over-55s (8%) expressed likelihood of drinking alcohol-free beer at Christmas and New Year. Across all those reducing their alcohol intake next month, almost 1 in 5 (18%) will consume alcohol-free-beer.
The survey also found that three in ten (29%) of those who drank alcohol-free beer over the festive period chose the beverage to create a good impression – either with in-laws, or with work colleagues.
Normality of drinking alcohol-free beer
The results highlight the increasing normality of drinking alcohol-free beer as an alternative to consuming alcohol. Further research commissioned by AB InBev UK has previously illustrated this trend, with almost half (49%) of British adults believing that alcohol-free beer is more socially acceptable than it was five years ago.
Additional new industry data has revealed that Beck’s Blue, brewed by AB InBev, continues to be the most popular alcohol-free beer. During 2013/14 volumes of Beck’s Blue sold grew by 16.4% in the off-trade and 11% in the on-trade, with the product accounting for 55.6% of the off-trade market share and 51% of on-trade.
Commenting on the research, Nick Robinson, Marketing Director, AB InBev UK & Ireland said:
“We’re really excited by the survey’s findings, and it is great to see customers planning on enjoying alcohol-free beers after the busy festive period. Offering consumers choice is an important part of our commitment to responsible drinking and we are proud to brew Beck’s Blue, the market leading alcohol-free beer.”
ComRes interviewed 2,061 GB adults online between 12th and 14th December 2014. Data were weighted to be representative of all GB adults aged 18+. ComRes is a member of the British Polling Council and abides by its rules.
AB InBev UK and Responsible Drinking
As the world’s leading brewer, AB InBev is committed to promoting responsible drinking, including through the marketing of our products, providing information and choice to our consumers, supporting alcohol education and working in partnership with others.
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