Sober October: EU experts share tips to maximise low- and no-alcohol sales

With Sober October just around the corner, the low- and no-alcohol category is preparing for another sales boost – and experts from the European Union’s “More Than Only Food & Drink” campaign are sharing their insights with hospitality operators keen to capitalise.

Like Dry January, Sober October has evolved beyond its fundraising origins into a mainstream lifestyle choice. According to recent research, 61% of 18–24-year-olds plan to reduce or stop drinking over the next year – a figure that rises to 68% for 25–34-year-olds. More than half (53%) of UK adults have consumed low- or no-alcohol drinks in the past 12 months, and the category is forecast to grow strongly. For pubs, bars and restaurants, this is an unmissable opportunity to broaden their appeal and build customer loyalty.

Beer: Reduce barriers, increase visibility

Beer is the most established category in the low- and no-alcohol space, thanks in part to the strong brewing traditions of countries such as Germany, Spain and Denmark.

“We are now at a stage when it’s fully acceptable to choose alcohol-free beer in a restaurant or bar,” says Mark Dredge, beer presenter and More Than Only Food & Drink campaign ambassador. “This is helped by having so many good quality options available. Countries with strong brewing traditions were among the first to embrace no- and low-alcohol options. Germany, for instance, offers excellent alcohol-free lagers and wheat beers, such as Münchener Bier PGI; while Spain produces superb alcohol-free lagers. Denmark’s alcohol-free IPAs also stand out.”

PGI (Protected Geographical Indication) means a food or drink is closely linked to a particular place, with at least one stage of its making done in that region.

For operators, he believes visibility is vital. “To maximise Sober October sales, operators need to reduce the barriers to choosing alcohol-free drinks and make the options clear. Hospitality needs to offer alcohol-free beers to suit a range of tastes. By showing that you are taking non-drinkers seriously, operators will increase their appeal to wider groups and encourage non-drinkers to stay for longer. Serving an alcohol-free beer on draught is even better as it gives anonymity to those who don’t want to drink alcohol.”

Wine: Catching up fast

Wine has traditionally lagged behind beer in the alcohol-free stakes, but innovation is accelerating. Sales of alcohol-free wine rose 8% last year, and new techniques are helping to overcome the challenges of dealcoholisation.

“Wine has been much slower to respond to the alcohol-free movement than beer,” explains Neil McAndrew, wine consultant and advisor to the More Than Only Food & Drink campaign. “This is partly due to the fact that the process of stripping out the alcohol removes many of the key flavours from wine, whereas de-alcoholised beer still retains its familiar inherent taste derived from the hops, malt and yeast.

“Fortunately, innovation and new techniques are moving things forward rapidly with both established wine producers and those new to the market leading the charge. I believe that wine still has a way to go to match the quality and authenticity of alcohol-free beer, but it will not take long to get there as the market potential and rate of innovation is huge.”