Teetotalism is on the rise. Young people, who are typically less likely to drink in the week in favour of a weekend binge, are at the centre of this revolution – although this is not exclusively a young revolt.
That said, the market for alcohol-free and ‘low-alcohol’ drinks remains small. The upward trend of the past few years has started from a very low base. The alcohol-free and low-alcohol beer market is only worth about £50m a year in the UK, according to Ralph Findlay, chief executive of pub group and brewer Marston’s (MARS). “At this point, no/low beer is still tiny,” he says. Marston’s represents around 8 per cent of this market, and has three brands.