Unlocking the opportunity of low- and no-abv beer

As we move into the height of summer, there’s no better time for hospitality venues to re-evaluate how they serve the modern drinker. While the sunshine still draws crowds to pubs, restaurants and terraces, many customers are now approaching drinking more mindfully – seeking lower-abv options or avoiding alcohol altogether, without compromising on taste or experience.

This cultural shift is becoming increasingly evident. Alcohol-free and low-abv beers are no longer an afterthought or a January-only trend – they’re a year-round expectation. For operators, the opportunity is clear: expand the range, improve the visibility and ensure the offer is good enough to stand alongside any full-strength pour.

A draught alcohol-free beer, for example, removes the stigma for those who don’t want to highlight that they’re not drinking. It creates inclusivity and helps customers feel like part of the group, whether they’re moderating, abstaining or simply after a lighter option on a warm afternoon.

A broad and growing audience

While younger drinkers are often credited with driving the moderation movement, anecdotally I’m seeing this trend span all adult age groups. Older drinkers are choosing to reduce their alcohol intake for health reasons, while younger adults are still keen to socialise, but are more conscious of balance. That cross-generational demand means venues can appeal to a wider demographic – offering trusted alcohol-free lagers for traditional drinkers, and flavour-forward craft styles for more experimental palates.

EU brewers leading the way

Some of the most exciting low-abv innovation is coming from across the European Union. In the Netherlands and Denmark, craft brewers are really pushing boundaries, experimenting with fermentation techniques and non-traditional ingredients to create beers that are flavour-first rather than simply functional. These aren’t just low in alcohol, they’re genuinely interesting drinks in their own right.

In Germany and Spain the quality of alcohol-free lager is often outstanding. German brewers in particular have refined their techniques over decades, producing crisp, balanced lagers that are almost indistinguishable from their alcoholic counterparts. Germany is also home to excellent alcohol-free wheat beers and citrusy radlers – light, refreshing styles that are ideal for summer menus.

Even Ireland is making headway in this space. With stout enjoying a resurgence, several producers have focused on replicating that familiar roasted character and creamy mouthfeel in alcohol-free formats with surprisingly good results. It’s a category worth watching.