Dry January drives low- and no-alcohol sales

Dry January drives low- and no-alcohol sales

Greene King has announced year-on-year sales of low- and no-alcohol drinks were up 58% across its managed estate last month.

According to a recent YouGov poll, one in 10 regular drinkers pledged to take on Dry January in 2020 and, overall, alcohol consumption has fallen by around 16% since 2004 .

To acknowledge this shift, Pub & Bar’s ‘Alternative Option’ project also took place in January, with its first trial happening at The Star of Kings in London’s King’s Cross. Read more here.

“It’s our responsibility to offer choice to both those who wish to drink alcohol and those who don’t,” says
Phil Thomas, chief commercial officer at Greene King. “It is clear consumers are calling for not only more choice in the low and no category, but for drinks that equally don’t compromise on flavour.

“We’re pleased to say we now offer low- and no-alcohol drinks in our pubs across lager, cider, ale, craft beer and wine, and will shortly be launching 0.0% Prosecco, which will land in all our managed pubs in the spring. There’s a huge opportunity for product innovation and further expansion within the category and we’re confident that the trend we’re currently seeing is set to continue.”