Swing low by CLAIRE DODD
When the first non-alcoholic spirit launched – a contradiction in terms, that has now become a normality – back in 2015, there was obvious scepticism. So new and so groundbreaking that it didn’t initially make sense to a lot of people, the no and low category has since expanded and boomed, with alcohol-free variants of everything from bitter aperitifs to cream liqueurs now available. And yet many pubs still appear to have a stumbling block when it comes to stocking them. Here’s what you need to know to make the most of this growing part of the market…. “Go back a decade and the choice of low-alcohol drinks available to licensees was abysmal,” notes Stephan Kofler, Krombacher sales and marketing director for UK & Ireland. The brand has a 0.0% Pils and a 0.5% Non-Alcoholic Weizen. “But the landscape has changed dramatically in recent times. Whereas in the past your low-alcohol beer options were pretty limited to lager, we’re now seeing all different styles and flavours introduced to the category. Some are good, some aren’t, but it’s definitely a positive thing for the industry and consumer choice.” Sadly, not even a small fraction of what’s now available on the market is offered by pubs. Many still don’t have a dedicated shelf or section of their menu to help customers
magazine.inapub.co.uk
find them. And apart from alcohol-free beers, which have become ubiquitous, many still don’t stock the growing number of alcoholfree wines, spirits, and ciders that are now available or, as Stephan points out, a wide range of beer styles. That, is a mistake. “Two-fifths (40%) of adults say they want to moderate their drinking,” says Jennifer Runciman, head of category development, on-trade at Diageo GB, “and this shows no signs of slowing down.” Diageo has expanded its range considerably over the past couple of years, with Tanqueray 0.0%, Gordon’s 0.0% Alcohol Free Spirit and Gordon’s Pink 0.0% Alcohol Free Spirit, Guinness 0.0, and Captain Morgan 0.0%. “With people looking for more choice
WINTER 2023
21
