Health-conscious Brits are expected to consume more than 64 million pints of no and low alcohol beer this summer, according to the British Beer and Pub Association (BBPA). This surge is driven by a growing number of people moderating their alcohol intake or cutting it out entirely, combined with hot weather and late kick-off times for England's World Cup matches.
Record Sales Projected
The BBPA reports that around 200 million pints of no and low alcohol beers were sold in 2025, a record figure. However, this summer alone is expected to see over 64 million pints consumed in June, July, and August—8 million more than last summer. The industry body attributes the boost to three heatwaves and the World Cup, which have encouraged people to seek refreshing, low-alcohol options.
Demand for no and low alcohol beer has skyrocketed 870% since 2013, though it still accounts for only about 3% of the total beer market. Popular alcohol-free brands include Guinness 0.0, Heineken 0.0, Peroni Nastro Azzurro 0.0, Corona Cero, Beck’s Blue, and Lucky Saint.
Industry Calls for Definition Change
The BBPA is urging the UK government to change the legal definition of “alcohol-free” from the current 0.05% ABV to 0.5% ABV, aligning with many other countries. Duty is only applied to drinks with an ABV of 1.2% or higher. Insiders argue that raising the threshold would allow brewers to market more products as alcohol-free, boosting sales and product ranges.
Emma McClarkin, BBPA chief executive, said: “No and low popularity is booming and the category’s year-on-year success shows that it’s a category that’s here to stay. Brewers and pubs across the country are already responding to this by serving up great new options which help people choose moderation, if they wish. We need government to keep the momentum going by changing the alcohol-free definition to 0.5%.”
Brewers See Summer Spike
James Rabagliati, head brewer at Nirvana Brewery—the UK’s first dedicated alcohol-free brewery—said: “Like any brewery, summer is peak-time for sales and the heatwave has had a very positive impact on ours—especially as some people are moderating their alcohol intake in higher temperatures. We’ve seen people either exclusively drinking alcohol-free beer such as our pils and fruit lagers, or ‘Zebra-striping’ where they’re alternating between us and alcoholic beers.”
Luke Boase, founder of Lucky Saint, added: “Summer sees demand for alcohol-free surge, as people spend longer socialising and enjoying the sun in pub gardens and parks, or watching the sport. When the sun is out and the football is on, people want to make the most of it and alcohol-free beer matches the occasion. We’ve seen a spike in sales of Lucky Saint, and it’s a reflection of how alcohol-free beer has become part of the way people drink today.”
The BBPA says changing the definition would open the door to greater investment, keep the UK on par with international markets, and deliver even more options for those who choose to moderate. “Everyone wins,” McClarkin concluded.
