The Rise of No & Low Alcohol in UK Pubs: Still a Fad or Here to Stay?

The Drink Edition
Jul 30
4 min read

In recent years UK pubs have witnessed a sharp rise in no alcohol and low alcohol (“NoLo”) choices. But is this merely a pandemic era fad or a lasting shift in pub culture? We explore the most up to date data and trends to judge whether NoLo is built to last.

1. Explosive Growth, Especially in Beer

In 2023, over 120 million pints of no and low alcohol beer were sold across the UK – a 14% increase on 2022 – and forecasts expected another 20 million pints by end of 2024 (resources.harri.com, beerandpub.com).
The category grew by 23% in 2023, making it the fastest growing beer segment, and by January 2024, 87% of pubs offered at least one NoLo beer (up from 2% in 2019), with 8% now serving on draught (beerandpub.com).
The NoLo category now makes up around 1.7% of on trade alcohol volumes and crossed the £1 billion sales mark in pubs (resources.harri.com).

2. Changing Consumer Behaviour and Attitudes

According to Portman Group/YouGov (Nov 2024 data), 38% of UK drinkers consume NoLo alternatives semi regularly (12% regularly) – up from 35% in 2023 (portmangroup.org.uk).
A recent KAM/Lucky Saint survey (mid 2025) reports 76% of adults moderating alcohol, 34% practice “zebra striping” - alternating alcoholic and alcohol free drinks - and one in three pub visits is now completely alcohol free (thesun.co.uk).
Gen Z and younger adults are driving these changes - health motivation is cited by 90% of under 35s, and public stigma around choosing alcohol free drinks has diminished (59% say it’s less stigmatised) (thesun.co.uk).

3. Market Structure and Brand Innovation

IWSR data shows the UK NoLo market more than doubled in value in 2024 compared to 2023, with no alcohol beer up 20%, while growth of spirits and wine slowed but remained positive (spirits +7%, no alcohol wine +8%) (theiwsr.com).
Premium and above brands account for two thirds of no alcohol beer volume, reflecting a willingness to pay for quality alternatives (theiwsr.com).
Novel launches are pushing innovation: botanical aperitivos, functional mushroom infused brews, advanced dealcoholisation methods, and celebrity co brands such as Kylie Minogue’s alcohol free sparkling wine (theiwsr.com).

4. The Pub Scene and Industry Response

By early 2024, 86% of UK pubs served at least one NoLo beer, and the continued rollout of draught offerings signals industry confidence (thedrinksbusiness.com, beerandpub.com).
Major brewers have pushed alcohol free flagship offerings - Heineken 0.0, BrewDog’s low ABV lager, Carlsberg and John Smith’s reformulations to stay under 3.5% ABV to benefit from lower duty (ft.com).
Heineken’s publicity push included a Guinness World Record event for pulling Heineken 0.0 simultaneously at 114 pubs, spotlighting the normalisation of alcohol free beer (thescottishsun.co.uk).

5. Health and Public Policy Implications

Newcastle University’s Sheffield group projects that on trade NoLo will reach only ~0.9% of alcohol sector sales by end 2025, and off trade will reach 2.3%. So while growing, it remains a small fraction overall (sarg-sheffield.ac.uk).
From a public health perspective, NoLo products support moderation efforts - particularly among higher risk drinkers - but are unlikely on their own to significantly affect alcohol related harms unless availability scales further (sarg-sheffield.ac.uk).
Trade bodies are lobbying government to align UK descriptors (alcohol free defined as ≤ 0.05% ABV) with international norms (≤ 0.5%) to unlock innovation, visibility and growth (beerandpub.com).

6. Verdict: Fad or Here to Stay?

Clearly, NoLo isn’t just a passing fad. Strong year on year volume growth, widespread pub adoption, rising consumer acceptance, brand innovation and legislative momentum point to a structural shift in the pub going experience.

That said, the category remains a small but fast growing slice of total on trade alcohol volumes (circa 1–2%). Whether it moves into the mainstream will depend on continued investment, better draught visibility, broader product portfolios beyond beer, and perhaps regulator alignment on labelling.

As pubs evolve to cater to moderation oriented drinkers - with healthier alternatives, more inclusive menus, and the social flexibility of zebra striping - NoLo seems poised not just to stick around, but to reshape pub culture.

What Pubs Can Do Now

Expand NoLo lines across beer, wine, spirits and cocktails
Offer no alcohol options on draught - not just bottled
Train staff to promote and upsell quality alternatives
Market NoLo options visibly on menus and social platforms

Conclusion

No and low alcohol has gone from peripheral to prominent in UK pubs. It’s propelled by younger, wellness oriented drinkers, shifting social norms, and supportive industry moves. While still modest in scale, the sector appears built for longevity. With smart strategy and continued investment, NoLo is likely to remain a key part of pub life - not just a brief experiment.