Low and no alcohol beer sales surge during summer and World Cup
Sales of low and no alcohol beer have surged, driven by summer heat and World Cup viewership, as consumers seek lighter options.
The Full Story
A plain summary built from the channels that reported this story.
Sales of low and no alcohol beer have surged this summer, driven by hot weather and England's World Cup run. The industry expects 64 million pints of low and no alcohol beer to be sold in the three months of summer, 8 million more than the same period last year. That would make 2026 another record year, with total sales expected to top the 200 million pints seen last year. Although low and no alcohol beer still accounts for only around 2% of all pub sales, it is a fast growing sector worth more than 400 million pounds to the economy.
One factor boosting sales is 'zebra striping', where people alternate between alcoholic and non alcoholic drinks. A recent survey found that 45% of people now do this to reduce their alcohol consumption. And half of people who watch sports in a pub or bar said that having a non alcoholic beer would make it easier to stay up late to watch.
The British Beer and Pub Association said the growth shows that no and low alcohol drinks are not just a fad but a defining part of the beer and pub sector. However, some drinkers remain unconvinced. One pubgoer said: 'I don't drink decaffeinated coffee because the whole point of coffee is to have the caffeine. And for you, the whole point of beer is? The alcohol.' Another noted that non alcoholic drinks often cost the same as their alcoholic counterparts, which can be annoying.
On screen
Stills are sampled automatically at 60-second intervals. Where shown, the still is the nearest available frame from the relevant broadcast segment and is included to show what was on screen during that part of the broadcast. A still may not correspond to the exact second of a quoted phrase.
Key Claims
Claims reported during this story's coverage, mapped by channel. Ordered by how many channels carried each claim.
| Claim | BBC One |
|---|---|
| 45% of people now alternate between alcoholic and non-alcoholic drinks to reduce alcohol consumption. | |
| 64 million pints of low and no alcohol beer will be sold in three months this summer, 8 million more than last year. | |
| Half of people who watch sports in a pub or bar said having a non-alcoholic beer would make it easier to stay up late to watch. |
Channel Perspectives
What each channel focused on, with key quotes.
The report focused on the surge in low and no alcohol beer sales, linking it to summer heat and the World Cup. It highlighted consumer behaviour like 'zebra striping' and included a mix of industry data and pubgoer opinions, giving a balanced view of the trend and lingering scepticism.
- “The demand for alcohol-free and low alcohol options has only driven higher in the last couple of years. I think in dry January we definitely saw that, but we're seeing that across the board, not just in January now.”
- “I don't drink decaffeinated coffee because the whole point of coffee is to have the caffeine. And for you, the whole point of beer is? The alcohol.”
- “Although it's always annoying when the gin and tonic that's got no alcohol costs the same as the gin and tonic with alcohol.”
Broadcast Timeline
News broadcasts tracked for this story, in time order.