The Rise of Alcohol-Free Drinks in the UK

If you’ve been out in the UK recently, you’ve probably noticed a big change on the drinks menu. Alcohol-free options are no longer just an afterthought, they’re front and centre. From pubs to supermarkets, the no- and low-alcohol market is booming, and it’s reshaping how Brits enjoy social occasions.

Here’s why alcohol-free drinks are taking off across the UK and what this means for the future of drinking.

A Market on the Up

The UK’s no- and low-alcohol drinks market was worth around £380 million in 2024 and is forecast to more than double to £800 million by 2028. This growth is driven by a mix of lifestyle changes, health awareness, and evolving consumer tastes.

More people than ever are embracing moderation or abstinence not just during Dry January but all year-round. In fact, sales of no- and low-alcohol drinks at major retailers like Majestic and Waitrose have soared, with Majestic reporting a 600% sales increase since early 2022 and Waitrose seeing a nearly 20% rise in 2023

Sophisticated Flavours, Not Just Soft Drinks

Gone are the days when alcohol-free meant dull or sugary. Today’s alcohol-free drinks are crafted with care and creativity.

• Alcohol-free beers on draught are becoming more common in UK pubs, with around 140 million pints expected to be sold in 2024. Brands like Lucky Saint, Guinness 0.0, and Athletic Brewing are leading the charge.

• Innovative alcohol-free wines and sparkling teas are gaining traction, with luxury retailers like Fortnum & Mason and Berry Bros. & Rudd stocking tea-infused sparkling drinks that offer complex, refreshing alternatives to traditional wines

• Craft non-alcoholic cocktails are also on the rise, with premium ingredients like botanicals, adaptogens, and barrel-aging techniques delivering sophisticated flavour profiles

Health and Wellness at the Core

Health-conscious consumers are a major force behind the rise of alcohol-free drinks. People want to enjoy social occasions while cutting back on alcohol’s negative effects-better sleep, more energy, and fewer calories.

Brands are responding with low-sugar, natural ingredients and functional benefits like probiotics, nootropics, and stress-relieving adaptogens. This focus on wellness means alcohol-free drinks are not just alternatives they’re a lifestyle choice

Sustainability Matters Too

UK consumers increasingly expect brands to be environmentally responsible. Many alcohol-free producers are embracing sustainable practices such as zero-waste brewing, local sourcing, and eco-friendly packaging. This aligns perfectly with the values of the sober curious crowd

What’s Next for the UK Alcohol Free Market?

• Premiumisation: Expect more high-end alcohol-free wines, IPAs, and cocktails that justify premium prices and rival alcoholic counterparts in quality and experience

• Retail innovation: More supermarkets and specialist retailers will create dedicated Alcohol Free sections, making it easier to explore and discover new products.

• Regulatory support: Changes in UK duty laws favouring drinks under 3.5% ABV are encouraging producers to innovate and expand their no- and low-alcohol ranges

• Cultural shift: Alcohol-free drinks are becoming mainstream, shedding stigma, and becoming the go-to option for many social occasions.

Why This Matters

The rise of alcohol-free drinks in the UK reflects a broader cultural shift towards mindful drinking, health, and sustainability. It’s about enjoying great-tasting beverages without compromise-whether you’re cutting down or choosing to abstain altogether.

So next time you’re out, don’t be surprised if the alcohol-free option is the one everyone’s talking about. The sober revolution is here to stay-and it’s tasting better than ever.

Fancy trying some? Check out UK favourites like Lucky Saint no-alcohol beer, Wild Idol’s naturally alcohol-free sparkling wines, or De Soi’s adaptogen-infused tonics for a delicious start to your sober curious journey.