The growth of the Sober Curious movement has seen a significant number of people re-evaluate their relationships with alcohol in recent years and take steps to moderate their consumption, or even abstain from alcohol altogether. More than one in five Brits (21%) say they don’t drink alcohol, according to the Aviva Sobriety Report (June 2024). The movement towards not drinking is even more prominent in young adults, with roughly one-third of individuals aged 18-24 abstaining from alcohol altogether, according to Mintel’s Gen Z: The Sober Curious Generation report (Jan 2024). Meanwhile, over a third of drinkers (34%) believe they have decreased their alcohol consumption in recent years, according to Aviva. In addition, nearly half (48%) of alcohol drinkers plan to cut down their drinking in the next year, with more than three-fifths (61%) of 18–24-year-olds and nearly 70% of those aged 25-34 planning to do so. But just because people are cutting back on alcohol, doesn’t mean that they are cutting back on socialising or going out. So, if you aren’t catering for this growing market, you could be missing out. Once upon a time, the only alcohol-free options were water and soft drinks. But as the number of teetotal consumers grows, along with a rise in flexi-drinkers who flit between alcoholic and non-alcoholic options to moderate their consumption, there’s an opportunity to grow sales by bolstering your most popular alcoholic beverages with low and no versions. In fact, 64% of UK adults have already tried low- or no-alcohol products, according to 2024 Portman Group research conducted by YouGov. With growing numbers of people open to low and no options, the titans of the alcohol industry have invested in innovation in their desire to bridge the gap in the market, and a wealth of big brands have entered the alcohol free and reduced alcohol arena. Beer is by far the most popular low and no option. According to CGA BrandTrack survey published in January 2024, two in five (41%) on-premise consumers have chosen a no- or low-alcohol beer in the last 12 months. Booker offers a range of low and no beers from big brands including Birra Moretti Zero, Peroni 0.0, Corona Cero, Heineken 0.0 and BrewDog Punk AF, so you can offer your customers low and no options from names they trust. There’s also demand for low and no cider with 17% of consumers having tried it on premise, finds CGA. Alcohol-free versions of Old Mout, Thatcher’s and Kopparberg are all available from Booker for customers looking for some cider satisfaction from big brands without the ABV.

And if you want to serve up something special, then how about an alcohol-free twist on popular Italian cocktail, Aperol Spritz? Nozeco Special Edition Spritz is a pre-mixed 0.5% cocktail crafted from de-alcoholised wine and infused with natural orange and grapefruit flavours. Serve with a slice of orange and a sprig of rosemary for an authentic taste of Italy, minus the alcohol. Booker also lists Nozeco Special Edition Rosé and Sparkling variants for those looking for an alcohol-free option that’s still full of fizz. A 125ml glass has a cost price of 42p and if you sell at £4, you can make a dazzling 88% profit. With a decent selection of low and no options, in addition to a strong alcohol offer, you can ensure that you cater to the needs of all your customers and maximise those all-important seasonal sales.