Demand for mocktails soars as guests moderate drinking across all occasions
Alcohol-free cocktails are fuelling growth in low and no sales, according to research by brewer and pub operator Greene King. The findings show that customers choosing low and no options have increased across all drinks categories compared with research in 2024. While no and low-alcohol beer accounts for almost half of sales, the biggest jump in demand has come from mocktails, which have increased by 19% compared with 2024, making it the second largest category, overtaking low and no cider and wine.
The company’s survey of 1,200 consumers showed almost half (44%) said they are moderating their alcohol intake over the year and not just in Dry January. One of the biggest occasions for choosing more low and no was during sporting moments, an increase of 11% compared with 2024, followed by date nights. The research also found most customers today expect to see a designated low and no section on drinks menus, with visibility of products, range and price viewed as the biggest drivers in the fast-growing category.
Danny Ayton, Greene King’s trading director, drinks, said: “We are listening to our customers and recognise that when they go out, they don’t want any less of a social experience just because there’s no alcohol in their drink. Moderation is now a part of everyday life and the days of being limited to ordering water or soft drinks when people are looking for a non-alcoholic drink are thankfully over. We continue to evolve our low and no menus and app offers to suit all tastes and occasions so our customers can moderate their drinking, without compromise, as and when they want.”
For operators, this demand for low and no alcohol options presents an opportunity to review whether their drinks range is reflective of current trends - it highlights that offering these options as a core part of the drinks offer could ensure customers have a range of compelling offers.
If you'd like support in reviewing your current drinks range and the opportunities available, as well as discover other trends, our team is here to help - customersupport@equinoxesolutions.com