Demand for alcohol-free cocktails at Greene King pubs has increased by 19% compared with 2024 as more customers moderate their drinking throughout the year.
New research from the pub company found that customers are increasingly choosing low and no alcohol options across all drinks categories.
Low and no alcohol beer continues to account for almost half of sales within the category, but cocktails have recorded the biggest increase in demand and have now overtaken low and no cider and wine to become the second-largest category.
Greene King currently offers more than 300 non-alcoholic drinks across its 1,600 managed pubs, spanning beer, spirits, cocktails, wine, cider, soft drinks and hot beverages.
The company has aligned its alcoholic and non-alcoholic cocktail menus during 2026, offering alcohol-free interpretations of established drinks including mojitos, passionfruit martinis and bellinis alongside spritzes, coolers and spirit alternatives.
Greene King surveyed 1,200 consumers during the summer to examine attitudes towards moderation and low and no alcohol drinks.
The research found 44% are moderating their alcohol consumption across the year rather than restricting the behaviour to periods such as Dry January.
Sporting occasions recorded one of the largest increases in low and no alcohol consumption, rising by 11% compared with 2024, followed by date nights.
Danny Ayton, Trading Director, Drinks at Greene King, said: “We are listening to our customers and recognise that when they go out, they don’t want any less of a social experience just because there’s no alcohol in their drink.
“Moderation is now a part of everyday life and the days of being limited to ordering water or soft drinks when people are looking for a non-alcoholic drink are thankfully over.
“We continue to evolve our low and no menus and app offers to suit all tastes and occasions so our customers can moderate their drinking, without compromise, as and when they want, whether they are out for lunch, watching live sport or meeting up with friends or family, day or night, weekday or weekend.”
The research also found that most customers now expect drinks menus to include a dedicated low and no alcohol section.
Packaged low and no products continue to have greater consumer awareness than draught alternatives, while visibility, range and price were identified as key factors influencing purchasing decisions.
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