A Healthy Perspective On Beer by HUGHES DESIGN

A HEALTHY PERSPECTIVE ON BEER 2024

INTRODUCTION NEW FOR 2024, this BBPA report combines up-to-date, accurate data, expertise, and inspiring case studies to highlight the positive role that beer can contribute to a balanced lifestyle in healthy adults when consumed in moderation and the impact to our wellbeing of doing so in the great British pub thanks to the opportunities for social interactions and human connection that this environment provides. However, there’s a mind-boggling amount of information out there along with plenty of misconceptions about beer compared to other alcoholic drinks when it comes to our health. This report aims to cut through the white noise and simplify the knowledge available to us, providing a useful resource for members and stakeholders when contributing to the public health conversation around alcohol consumption, wherever appropriate.

CONTENTS WELCOME FROM BBPA CEO, EMMA MCCLARKIN OBE

THE WHOLESOMENESS OF BEER

THE TRUE PICTURE OF ALCOHOL CONSUMPTION TODAY

LATEST AND UPDATED SCIENCE AND RESEARCH

LOW AND NO

THE ROLE OF THE PUB

INNOVATIONS WITHIN THE PUB SECTOR

REFERENCES

Authored by national health journalist Sadie Nicholas and commissioned by British Beer and Pub Association (BBPA)

WELCOME FROM BBPA CEO,

EMMA McCLARKIN OBE

t has been eight years since our last report was published, and despite the devastating challenges of the pandemic and its aftermath, our industry has continued to demonstrate remarkable resilience, evolving and innovating like never before.

The latest challenge we must rise to is the growing narrative from health policy makers that there is no safe level (NSL) of alcohol consumption. It’s a concept which is gaining traction and has led to the recent development of comprehensive new policies that impact on labelling, promotion, and advertising of alcohol drinks – even lower and no alcohol products. This threatens to stunt investment and innovation in products that are already helping consumers moderate their consumption and nudge them to drinking low or no products.

no category. This means a wider choice than ever at the bar for consumers wishing to drink less alcohol, while still enjoying a terrific tasting beer and preserving the social occasion.

Clearly, this represents a significant challenge for the brewing industry, yet it also provides us with a terrific opportunity to illustrate the health and social benefits that moderate amounts of beer can elicit and why the beer industry in a partner to Government in achieving their public health outcomes.

We are continuing to lobby for a more constructive and positive debate from both the government and public health community, which is inclusive of the brewing industry. Meanwhile, we are representing our industry on other issues affecting pubs and brewers such as staffing, high energy costs, and taxes such as duty, business rates and VAT.

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One of the most progressive developments in this respect is the innovation and rapid growth of the low and

This latest BBPA report builds from previous editions to provide factual and balanced information to counter common misconceptions and assertions in relation to moderate beer consumption that are not supported by evidence, and demonstrates the willingness of the brewing industry to be part of the solution to reducing the harmful impact of alcohol.

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Our industry has a compelling story to tell about the considerable contribution that pubs and beer (when consumed in moderation) can – and already do - make to positive mental wellbeing as part of a balanced lifestyle, with the data to back it up.

There is strong evidence for the role of low and no alcohol drinks in achieving wider public health policy aims to reduce alcohol harm, and our intention is for the brewing industry to be embraced as a partner to help achieve these goals.

THE WHOLESOMENESS OF BEER

ormer US president and philosopher Thomas Jefferson once said: “Beer, if drunk with moderation, softens the temper, cheers the spirit and promotes health.”

Still, it’s worth a reminder that with its inherently low ABV compared with other alcoholic drinks, and natural ingredients, historically beer has long formed part of a balanced, healthy lifestyle when consumed in moderation. Take, for example, the end of prohibition in the United States in December 1933. Only lower strength beers were allowed when prohibition was initially repealed after a disastrous 13-year experiment which banned the legal sale of all beer, wine, and liquor. Prohibition had led to increases in organised crime and violence, and a decline in public health because many people turned to moonshiners and bootleggers to supply their alcohol, mostly in the form of poorly produced, hard liquor.

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Yet beer is still shaking off a wrongly held reputation for being anything but helpful to a balanced lifestyle – think, beer belly, for example.

According to stats from the BBPA, 84% of people mistakenly think it’s laden with calories and 24% wrongly think that red wine contains more vitamins than beer. 1 In fact, half a pint of beer typically contains around 90 calories – fewer than a 175ml glass of red wine with ABV 13% (139 calories), and a tall cappuccino (168 calories). Beer is actually around 95% water, contains absolutely zero fat, sugar, or harmful cholesterol, is hydrating, low in carbohydrates and a source of fibre to help keep you regular. Not forgetting that it’s rich in B vitamins, amino acids, antioxidants (polyphenols) and minerals such as folic acid and silicon – which is good for bones, skin and hair.2 Small wonder that there is growing interest in the potential health-related effects of moderate consumption of beer, as highlighted by a 2021 review of

As well as its proven nutritional benefits, around 90% of the beer sold in the UK is produced in the UK5 meaning greater opportunity for engagement between brewers and local communities, enhanced interconnection of supply chains, fewer food miles and huge strides towards meeting the targets of the industry’s net zero campaign.

And a 2022 article in the Journal of Agricultural and Food Safety suggests that both non-alcoholic and alcoholic beer “increased gut microbiota diversity” which supports healthy intestinal function.4

Justin Kissinger, CEO of the Worldwide Brewing Alliance, says there is a huge opportunity for the brewing industry to use the wholesomeness and inherent comparative low alcohol content of beer to emphasise its unique opportunities to support a moderation agenda as part of public health policy debate.

Of course, overindulgence in beer – as with all alcohol - can contribute to myriad serious health problems. Which is why the brewing industry is wholly committed to promoting the responsible and moderate consumption of beer and reinforcing the role that this can play as part of a balanced lifestyle.

90 CALORIES.

BEER IS ACTUALLY AROUND

95%

CONTAINS

WATER, ABSOLUTELY

ZERO

FAT,

SUGAR, OR HARMFUL CHOLESTEROL, IS HYDRATING, LOW IN CARBOHYDRATES AND A SOURCE OF FIBRE TO HELP ‘KEEP ERSPECTIVE YP H

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‘We must seize the great opportunity we have to differentiate beer for its inherently low alcohol content, low and no categories and natural ingredients to create an alternative to the current noise around no safe level.’

HALF A PINT OF BEER TYPICALLY CONTAINS AROUND

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scientific evidence pointing to beer’s positive effects on cardiovascular and metabolic health.3 This also concluded that hop flowers, used as a bittering and flavouring agent, contain phenolic compounds which have been shown to have different antioxidant, anticarcinogenic, antiinflammatory, oestrogenic, and antiviral biological activities.

THE TRUE PICTURE OF ALCOHOL CONSUMPTION TODAY

ith an ever-increasing focus on living a healthier and more balanced lifestyle, soaring numbers of people are overhauling their drinking habits and preferences.

As a result, over the last 15 years alcohol consumption in the UK has fallen by 15 per cent and overall consumption is less here than in other European countries including France, Italy, Spain and Germany. There’s also been a 41% fall in the proportion of people who drank on five or more days in the last week since 2007.1 Recent research in the UK and Spain suggests that the availability of lower and no-alcohol beers has led consumers to replace some consumption of regular beer with lower-strength alternatives, resulting in less alcohol consumed overall.2 The 2021 Low and No Alcohol Consumer Trends report (Portman Group and YouGov) revealed that 64% of UK

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adults had tried a low and no product. Almost one in three (32%) UK drinkers now ‘semi-regularly’* consume low and no alcohol products compared to one in four (25%) in 2020. 1 in 5 of those who have tried low and no say they are more likely to drink these products compared to a year ago. The most cited reasons (53%) for why consumers choose low and no alcohol are to drive home and not drink excessively at social events.3 According to The Portman Group, over the course of a typical week, British drinkers, on average, drink 13.7

Three in 10 (30%) drinkers said they would like to reduce how much they drink in 2023 (compared to 25% in 2022). Across all drinkers, half claim to already have taken measures to manage their drinking. The most common tactics include having alcohol-free days (25%), drinking less on occasions where they are drinking alcohol (16%), having alcohol-free weeks or months (15%), or an alcohol-free night out (10%).5

32%

ALMOST ONE IN THREE

UK DRINKERS NOW ‘SEMIREGULARLY’ CONSUME LOW AND NO ALCOHOL PRODUCTS COMPARED TO ONE IN FOUR (25%) IN 2020.

alcohol-specific deaths, the highest number on record. This was 7% higher than 2020’s previous high, and 27% higher than 2019. 6 Alcohol-related harm costs the UK an estimated £25bn annually, according to the Department for Health & Social Care.

In positive news, the annual Drinkaware Monitor Survey from 2022 highlighted that drinking alcohol four or more times a week has fallen most since the pandemic amongst 35 to 54-yearolds and those classed as being in higher social demographics. So, 17% were drinking alcohol four or more times a week in 2020, falling to 12% in 2022 (lower OF UK ADULTS HAVE than it has ever been in the last However, drinking is still a TRIED A ‘LOW AND NO’ PRODUCT. six years), while 22% of UK adults serious health issue for many. In in the ABC1 social grades were December 2022, alcohol-specific drinking alcohol four or more death figures for the whole of the UK were released by the Office for National Statistics times a week in 2020, but this fell to 17% in 2022 (ONS) and revealed that in 2021 there were 9,641 (again, the lowest it’s been in the last six years).7

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units of alcohol – this equates to 79% of UK adults, known as the ‘moderate majority’, who do not exceed the Chief Medical Officer’s (CMO) recommended lower-risk guideline of 14 units of alcohol per week. 4

LATEST AND UPDATED SCIENCE AND RESEARCH

very day, we make decisions that involve assessing and managing risk, consciously or otherwise. From driving a car and choosing what to eat, to crossing a road with our children, and playing our favourite sport, we’re aware of danger and consequences.

Which is precisely why Henry Ashworth, former CEO and president of International Alliance for Responsible Drinking (IARD), has called for an end to what he believes is a misleading health policy narrative around alcohol consumption. Writing in Politico.eu in June 2023, he said: ‘The message of ‘no safe level’ doesn’t help people understand the risks associated with one drink versus four drinks,’ he said. ‘It could even be counterproductive by eroding trust in health advice and alienating the very people who require practical support.’

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various evidence-based research and studies which laid out the benefits of consuming beer responsibly and in moderation to help consumers make informed decisions about their own drinking habits. Since then, although there have been challenges to this (with the no safe level messaging), further research has bolstered previous findings on the benefits of moderate alcohol consumption.

He pointed to a YouGov poll of 9,000 people across eight countries conducted for IARD, which found that 60% of adults simply want information that helps them make their choices about their overall health and wellbeing, or actionable and practical advice that is relatable and culturally relevant.1

Writing in the thedrinksbusiness.com in March 2022, former UK Government scientist Richard Harding who worked in food safety and nutrition – said in support of such research: ‘Decades of many observational studies, animal experiments and even some clinical trials have led to the remarkably consistent finding that regular, moderate alcohol consumption has a favourable, protective effect on cardiovascular disease, and on overall mortality.’

In the previous BBPA report from 2015 – A Healthy Perspective on Beer? – we did just this, by highlighting

One 2020 paper titled Benefits and Hazards of Alcohol – The J-shaped Curve and Public Health – found

that ‘plausible J-shaped relations between light to moderate alcohol consumption and the risk of coronary heart disease, cardiovascular mortality and all-cause mortality have been found in a large number of robust epidemiological studies’.2 The J-shaped curve indicates that, compared to nondrinkers, mortality decreases with moderate alcohol consumption before increasing with heavier drinking. Therefore, there is a lower risk at low-to-moderate alcohol consumption.

Authored by cardiologists at Massachusetts General Hospital - the largest teaching hospital of Harvard Medical School - it found that brain imaging showed reduced stress signalling in the amygdala (the brain region associated with stress responses) in individuals who were light to moderate drinkers compared with those who abstained from alcohol or who drank little. ‘We are not advocating the use of alcohol to reduce the risk of heart attacks or strokes because of other concerning effects of alcohol on health,’ said cardiologist

2.25

2.00

PROTECTIVE

RELATIVE RISK

HARMFUL NON-DRINKER EQUIVALENCE

1.75

THEORETICAL MINIMUM RISK EXPOSURE LEVEL

1.50

1.25

1.00 NON-DRINKER EQUIVALENCE THEORETICAL MINIMUM RISK EXPOSURE LEVEL 0.75

100

STANDARD DRINKS CONSUMED PER DAY

AMOUNT OF ALCOHOL CONSUMED PER DAY (g)

https://pubmed.ncbi.nlm.nih.gov/35843246/#&gid=article-figures&pid=figure-1-uid-0

While it’s unquestionable that binge drinking and/or alcohol consumption over the recommended 14 units per week carry significant health risks, in 2023 IARD issued a visual summary of meta-analyses published between 2000 and 2023 on alcohol consumption and all-cause mortality according to whether former drinkers were separated from lifetime abstainers and whether a J-shaped curve was found in each meta-analysis – it showed that the J-shaped curve is overwhelmingly alive and well.

An earlier 2017 study of 1.9million adults by researchers from the University of Cambridge University and University College London, also linked moderate drinking with a healthier heart compared with not drinking. Published in the British Medical Journal (BMJ), researchers found that moderate drinkers are less likely to suffer from 12 heart and circulatory conditions such as angina, heart attack, heart failure, or ischaemic stroke (the most common type), compared to non-drinkers.4 The British Heart Foundation was quick to respond that moderate alcohol consumption should not be adopted as a way to improve heart health.

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Meanwhile a study published in the American Journal of Cardiology in June 2023 was the first ever to conclude that light to moderate alcohol consumption may lower the risk of heart disease because it leads to long-term reductions in stress signalling in the brain.

Ahmed Tawakol, lead author of the study. From the 50,000-patient sample, the study also found that light to moderate drinking was associated with nearly double the cardiac-protective effect in individuals with a history of anxiety compared with others. However, it also showed that any amount of alcohol increases the risk of cancer, while drinking more than 14 units a week increases the risk of heart attack.3

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However, a policy brief issued by the World Heart Federation in 2022 refuted its existence, concluding: ‘Contrary to popular opinion, alcohol is not good for the heart’, and ‘Research in the latest decade has led to major reversals in the perception of alcohol in relation to health in general and cardiovascular disease in particular’.3

LOW AND NO

urrently the most dynamic category within the brewing industry in terms of innovation, low and no alcohol beer has captured the imagination of consumers seeking to reduce their alcohol consumption and is having a transformative effect on drinking habits.

Latest BBPA stats reveal that there were over 107 million pints of low and no alcohol beer sold in the UK in 2022 and sales jumped by 23% during the year to June 2023 compared with the previous 12 months. They have more than doubled since 2019. Now, 87% of UK pubs offer at least one low or no alcohol beer alongside their usual ranges of alcohol-free options.1 Historically, low and no alcohol beers were stigmatised as being the reluctant choice of drivers, pregnant women and those on medication – while having a reputation for tasting nothing like beer. But over the past decade, British brewers have stolen a march, investing in the development of low and no alcohol beers that taste like the real thing. Hence, they are fast becoming the drink of choice for increasingly health-conscious beer-lovers, drivers, and those who simply want to enjoy an occasion or work event without drinking alcohol.

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From bottled to draught, low and no alcohol alternatives can be found alongside well-known favourites and the creativity of our brewers shows no sign of slowing. This increased thirst for beer that is not booze has been attributed to a growing desire among many individuals – particularly generation Zs and millennials – to consume less alcohol. Beer leads the way in the category - both innovation and sales - further demonstrating the commitment of the brewing industry to supporting public health policy and the positive role that beer and pubs can play in encouraging responsible enjoyment of beer. To give a flavour of how far the category has come in a short space of time, drinkers in the UK bought around £374m ($454m) of no and low brews in 2021, versus £197m ($240m) in 2016, according to the research group International Wines and Spirits Record (IWSR), the leading source of data and analysis on the global alcohol drinks market.

This included £151m ($184mn) of “alcohol-free” beers, which have 0.5 per cent ABV or less, a figure more than triple the £43m ($52m) of these products sold five years earlier, even though the overall beer market shrank. Half of the UK adult population bought a no or low alcohol product during 2022, boosting volumes by 9%.2 Emily Neill, head of research at IWSR, told the Financial Times that promoting no or low drinks was partly a commercial decision: ‘What you’ve seen in markets such as the UK and US is consumers becoming much more conscious of their health. There’s a higher proportion of younger consumers who don’t drink at all or would like to moderate their consumption. It’s a push from the companies to meet their ESG [environmental, social and governance] targets, to actually do something about the issues around responsible drinking.”

The IWSR concluded that the UK now “stands out as one of the world’s most dynamic markets for no or low”, a statement that’s backed up by booming business in both the on and off trades. Take supermarket giant Tesco, for example, which reported that sales of no or low beer were 25% higher in June 2023 than they were at the start of the year. This indicates that going booze-free is moving well beyond being just a “dry January” trend - the initiative launched in 2013 by Alcohol Change UK, which attracted an estimated 9 million people in the UK to give up alcohol for the duration of January 2023.3 Meanwhile, Guinness said that it will almost triple production of its zero-alcohol brand at its brewery in Dublin in response to a growing consumer taste for nonalcoholic drinks. Guinness 0.0 was launched in 2021

CASE STUDY

In March 2023 it opened its own pub, The Lucky Saint, in London’s Marylebone, selling both alcoholic and alcohol-free beers and attracting everyone from an after-work crowd to locals and tourists. ‘The idea is that if you’ve got a group of people where some are drinking alcohol and some aren’t, they shouldn’t have to go to separate spaces,’ explains Kevin Lyster, head of communications at Lucky Saint. ‘The difference is that there’s an enhanced offering of low and no beers compared to other pubs but without overbranding or forcing it in people’s faces. Some of our customers know we’re part of Lucky Saint beer brand, others visit and have no idea because the branding is minimal. ‘We’ve moved away from people feeling the need to apologise for not drinking alcohol and explaining their reasons be it pregnancy, medication or driving, and our product has carved a permanent place at the bar. However, the current percentage of sales compared to full strength beer is still quite small so there’s a huge opportunity.’ In the off trade 2-3% of all beer sales are now alcoholfree and in the on trade there’s slightly less. In Spain sales are much higher at 16% market share, and the country is a great example of having strong government support around the category.

‘There’s a lot we can learn and replicate,’ says Kevin, adding that, should the government go ahead and redefine alcohol-free as being anything up to 0.5%, it will be hugely influential to bring people into the category. ‘There’s so much science behind the fact that you can’t get drunk on 0.5%. Lucky Saint contains as much alcohol as an overripe banana or an orange juice.’ Current definitions in the UK allow anything with an ABV up to 0.05% to be called ‘alcohol free’ and from 0.5% to 1.2% ABV to be called ‘low alcohol’. Drinks with an ABV no greater than 0.5% can be called ‘dealcoholised’. ‘Clearing up this grey area will help to expand and grow the category, which is what they’ve done in Europe,’ Kevin adds. ‘What’s become clear is that, yes, traditionally people want to moderate their drinking in January, but most of our customers are beer drinkers who want to moderate year-round too and we need to capitalise on this. ‘This might mean not drinking one day a week, or adopting a ‘zebra striping’ approach to their time in the pub, where they alternate one alcoholic beer with an alcohol-free Lucky Saint.’ In 2023, Lucky Saint smashed the record for the largest ever funding round raised by an alcohol-free beer brand in Europe after securing £10 million from investors, the intention being to help build a globally recognised alcohol-free brand. The funding will also enable a significant expansion of the Lucky Saint team, with several hires already made.

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`Take alcohol-free beer brand Lucky Saint (0.5% ABV), which is brewed using just four natural ingredients – pilsner malt, hallertau hops, spring water and classic lager yeast. In July 2023 the brand reported that sales of its beer had rocketed by 180% in the last year.

and is said to be the top-selling non-alcoholic beer in four-pack format in Great Britain. Addressing a meeting of Worldwide Brewing Alliance members in June 2023, CEO Justin Kissinger applauded the low and no category: ‘While beer is already a low alcohol choice, brewers’ investment and innovation in lower and no alcohol options promotes responsible consumption, creating an unprecedented opportunity to align our business with public health objectives.’

THE MOST CITED REASONS FOR WHY CONSUMERS CHOOSE LOW AND NO ALCOHOL ARE TO DRIVE HOME

(53%)

AND NOT DRINK EXCESSIVELY AT SOCIAL EVENTS.

87%

Raising the threshold for what can be defined as alcohol-free would bring the UK – where the threshold is currently 0.05% - in line with countries like the US, New Zealand, Germany and Australia, providing parity for retailers and consumers. The government’s aim is that such a change will “make no or low drinks more popular and easier to buy” and help “shift the market to healthier alternatives”. ‘No and low alcohol drinks are getting more and more popular, and we are looking to further support their growth,’ said former public health minister Neil O’Brien when the public consultation was announced. ‘Liberalising labelling guidelines could also help people make more informed choices about the drinks they buy. We want to encourage the growth of no and low alcohol alternatives for those looking to moderate their alcohol intake.’

He cited proof points, including an acknowledgment from the World Health Organisation (WHO) that no or low beers OF UK PUBS OFFER AT LEAST have the potential to help achieve ONE ‘LOW OR NO’ ALCOHOL’ targets for reducing the harmful BEER (UP FROM 85% IN THE use of alcohol. In its recent 2022PREVIOUS YEAR). 2030 Alcohol Action Plan, the WHO calls on alcohol producers to substitute full strength products in their portfolios with lower and no alcohol products, “with the goal of decreasing the overall levels of alcohol The government will seek views on the measures it consumption in populations and consumer groups”.4 could take “to prevent children and young people from accessing and consuming these products”, including Kissinger adds: ‘When you talk about things such as the potential age restriction warnings. Views will also be decline of the pub, low and no products are an effort sought on whether to update labelling guidelines, so by the producers to preserve the occasion but shape manufacturers would be required to clearly disclose alcohol percentage on any low or the consumption in a way that no alcohol product on the bottle aligns more with public health or can. policy goals. ‘The biggest change in the category has come from innovation – the more you can get the product to taste like the original alcohol containing product, the easier it is for consumers to slip into it, accompanied by marketing to show them how it can fit into their lives. It’s about trying to drink less alcohol so you can still go to the pub to watch the football and have two pints, but one with alcohol and the other low or no, for example.’

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In what could be a major breakthrough for the category, in September 2023 it was announced that drinks of less than 0.5% abv could soon be labelled as “alcohol-free” under new proposals outlined by the British government to help support the promotion of alternatives to booze.

HALF OF THE UK ADULT POPULATION BOUGHT A ‘LOW OR NO’ ALCOHOL PRODUCT DURING 2022, BOOSTING VOLUMES BY 9% (THIS IS NOT OUR DATA WHICH SUGGESTS THAT TOTAL VOLUME OF NO AND LOW BEER SALES WAS UP 15% IN 2022).

BBPA STATS REVEAL THAT THERE WERE OVER

107

MILLION PINTS

OF ‘LOW AND NO’ BEER SOLD IN THE UK IN 2022.

Matt Lambert, CEO of industry watchdog the Portman Group, welcomed the news of the consultation after lobbying for this sort of change since 2017. ‘It will help to reduce confusion for consumers, and support growth and innovation for the smaller, flavour-led producers in the category,’ he said. The Mintel UK Attitudes towards Low and No Alcohol Drinks Market Report 2023 highlights how consistently strong innovation and new product development (NPD) has already driven rapid growth in the low and no alcohol category between 2018-2023. Beer continues to dominate the low and no-alcohol drinks retail market, despite leading

wine brands unveiling no-alcohol variants using tea to replicate the flavour and mouthfeel of standard wine. Low-no-alcohol ready to drink (RTDs) have shifted focus to cocktails, with cocktail brands releasing nonalcoholic versions. The Mintel report states that the cost-of-living crisis has also boosted alcohol moderation with 25-34- yearolds most likely to have cut back and 18-24s especially likely to be teetotal. Mintel estimates that the market will have increased by another 11.2% by the end of 2023. According to Mintel, over half of UK consumers aged 18-34 worry about the effect of alcohol on their emotional wellbeing, and over two-thirds of all alcohol drinkers of all ages share that concern. Six in ten UK adults now avoid or limit their alcohol consumption, and four in ten now regularly choose a low or no alcohol option. The cost-of-living crisis has added momentum to the alcohol moderation trend. This presents a significant opportunity for low and no-alcohol drinks, which currently trail soft drinks as an alcohol substitute.5

However, the report’s author, Alice Baker, a senior research analyst in the food and drink industry, says low and no alcohol drinks are hindered by an image of being overpriced, meaning it’s imperative for brands to prove that their products offer a ‘more interesting drinking experience’ than standard soft drinks. ‘The recent hike in alcohol duties is likely to add to the alcohol moderation trend already strengthened by the cost-of-living crisis,’ she said. ‘This offers opportunities for low and no-alcohol variants, and smaller formats, including RTD versions, should help to bolster low and no-alcohol drinks’ affordability. Companies should also deploy emotion-led marketing, including portraying nolow-alcohol drinks as a guilt-free treat.’ She needn’t worry. When it comes to innovation, low and no brewers are already blazing a trail with punchy launches and marketing initiatives that are as quirky as they are engaging.

CASE STUDY ‘Beer should be fun even without the alcohol,’ says Mike Gammell, 33, who co-founded Days Brewing with old school friend Duncan Keith. The pair quit their corporate jobs to launch the brand in 2020. ‘We felt that beer was losing its relevance and wanted to create something that offers all those “let’s have a beer” moments, without the side effects and hangovers, and with half the calories of a standard beer. That’s why we call it Beer for Doing.’

If you happen to cross the finishing line of a 10km running race or similar, you may drop lucky and be offered a cold Days beer to celebrate. ‘We created Days for the modern consumer who chooses a healthier lifestyle, so we show up where our customers are to do lots of sampling, including trail and road races,’ Mike continues. ‘A typical response from a first-time taster is astonishment that it tastes amazing.’

Launched during the pandemic, Days was initially sold online as a B2C product, but is now stocked by 1500 outlets nationwide include Wagamama restaurants, Ocado and Waitrose. The brand has sold over a million beers and sales are predicted to grow by 200 per cent during 2023 alone. Its USP is that Days is completely alcohol free (0.0% abv) – brewed on the outskirts of Edinburgh by combining locally sourced Scottish water and malt barley with a unique alcohol-free brewing process.

Days has the biggest following on TikTok of any beer brand in the UK – with and without alcohol – and is also marketed heavily on Facebook and Instagram. Its core consumer is aged 20-40 and 40% are female. Mike says they also have a ‘surprise’ loyal following in the 45-65-year age group - people who had an evening ritual of having a beer, wine or G&T but wanted to adopt a healthier lifestyle.

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‘We ran a tongue-in-cheek campaign in the run-up to Valentine’s Day promising ‘better sex or your money back’. We’re a fun, irreverent brand relevant for the modern, health conscious, but sociable consumer.’

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‘It had to be 0.0% because we wanted to eliminate any grey areas and concerns over alcohol content, and it also had to be low calorie and taste delicious,’ Mike explains. ‘It’s harder to produce 0.0% ABV but it makes it a simpler choice for customers. We’re also in a unique position because we don’t produce any alcoholic beers so we don’t have to try and replicate an existing alcoholic version the way some of the big brewers do.’

‘It’s all about balance and we emphasise that alcohol free beer is a positive lifestyle decision,’ he adds. ‘We have a unique opportunity at Days because we have absolutely no affiliation to alcoholic products which means we can really talk about how drinking less alcohol is better for your mental and physical health and even your sex life!

THE ROLE OF THE PUB s the saying goes, where there’s a pub, there’s a community. From birthday celebrations to after-work pints, sharing a beer in the pub with friends, colleagues and loved ones is one of life’s great pleasures.

According to research carried out for PubAid – the working party dedicated to promoting pubs as a force for good in their local communities - this feel-good factor extends way beyond the pub itself. Did you know, for example, that every year in the UK pubs raise over £100m for charity and offer a staggering £40m of support to grass roots sport?1 A September 2023 report by think-tank Localis titled ‘Inn-Valuable’ highlighted that pubs also hold latent value in the form of potential diversification to become pivotal community hubs, by providing local services and activities in communities that need it most, such as warmth, food and shelter. The report also mentions Pub is The Hub (PiTH), a notfor-profit organisation offering independent specialist advice to publicans on rural services diversification so they can provide viable local services or activities to add social value in their local area. Projects supported by PiTH during the first COVID lockdown, generated a return of between £8.98 and £9.24 in additional social benefit per £1 invested.2 Inevitably, being in a pub setting doesn’t negate the potential for a negative impact on health through alcohol consumption. Now, however there’s also growing evidence that the whole experience of spending time in your local can significantly improve health, wellbeing and life expectancy through social interaction. In fact, the government made a couple of noteworthy statements in relation to pubs and alcohol strength, in its official consultation response leading up to the introduction of our revised system of Alcohol Duty Relief (ADR), which focuses on strength in relation to duty rates, including a new, lower rate for draught beer sold in pubs:

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‘The government has been clear that its underpinning rationale is to support public health. This is achieved by taxing all alcohol by strength, eliminating inconsistencies in duty treatment which resulted in high-strength, low-cost alcohol products, and a new Draught Relief to support safer consumption of alcohol in supervised public settings which are less associated with alcohol related harm.’

Government also commented that: ‘A progressive (alcohol duty) system encourages innovation at lower ABVs and is better aligned to public health goals than a flat rate system.’3 There’s little doubt, though, that pubs already play a significant role in tackling the loneliness epidemic in the UK. The 2021 Open Arms report by academics at Loughborough University4 was commissioned by The Campaign to End Loneliness in collaboration with Heineken, and revealed that pubs are critical social hubs when it comes to tackling loneliness and social isolation. Loneliness has reached crisis point in the UK and is one of the greatest public health challenges being faced. In 2022, 49.63% of adults (25.99 million people) in the UK reported feeling lonely occasionally, sometimes,

often or always5. Approximately 7.1% of people (3.83 million) experience chronic loneliness, meaning they feel lonely often or always.6 This has risen from 6% (3.24 million) in 20207. Yet loneliness is considerably more than just a feeling and can have catastrophic health consequences. Research has revealed that a lack of social interactions can increase the likelihood of early death by 26%. This is because loneliness can cause chronic stress, leading to inflammation within the body which damages tissues

the home and the workplace, a place where people can feel a connection with others. ‘The report shows that for many, going to the local pub is an opportunity to get out of the house and have a conversation. Especially for older residents, meaningful social interactions like this can be infrequent, particularly in retirement or after bereavement of a long-term partner leaves people socially isolated. Protecting the social role of pubs is now more important than ever.’ The report also found that a moment’s passing conversation in a pub can have a lasting impact on self-esteem and alleviating feelings of loneliness, even though the chat may only last seconds or minutes. However, the Drinkaware 2022 Monitor Survey revealed that almost a quarter of drinkers do so at home alone on a weekly basis and are likely to be drinking more alcohol versus in the pub where they can’t overpour a measure, for example10. But in many communities our national institution is dwindling with a surge in pub closures during 2023. Official statistics released by the government revealed that 230 pubs closed for good in the three months to the end of June 2023, as the impact of soaring food, energy and living costs rocketed, hitting landlords and consumers hard. The overall number of pubs in England and Wales fell to 39,404.11 The data, compiled by commercial real estate specialists at Altus Group, also showed that 153 pubs had already closed between January and March 2023. It represents two pub closures a day - a sharp acceleration year-on-year, compared with 386 pubs vanishing throughout the whole of 2022. The Inn-Valuable Report examines the value of pubs and makes the case for supporting the pub trade in Britain as a matter of sound social, economic and political rationale.

According to a 2016 observational study by researchers from the universities of York, Liverpool and Newcastle, lonely people are 29 percent more likely to suffer a heart or angina attack, and have a 32% heightened risk of having a stroke.9

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Author of The Open Arms report Dr Thomas ThurnellRead – an expert in the study of alcohol consumption and drinking culture – said of its findings: ‘The report was guided by the belief that pubs can, and often do, have a social value beyond their economic role. Pubs can be really important settings for social activities beyond

It’s easy to see why, as the beer and pub industry supports around 936,000 jobs nationwide, amounting to £14.3bn a year in wages. The sector also generates around £15bn for the Treasury, including around five percent of all national VAT receipts and £4.6bn in excise duty. All this activity across the economy totals, through direct and indirect impacts, to a Gross Value Added of around £26bn’.13 A HEA LT

and blood vessels and is the cause of many serious health conditions. Experts say this makes loneliness as harmful as smoking 15 cigarettes a day, and poses a greater to risk to health than obesity and physical inactivity.8

The report cites that the ‘impact of pubs in strictly economic terms is considerable. In addition to the direct impacts of employment from pubs, to the breweries that support them, there are indirect effects amassed along the supply chain as well as induced effects caused by the expenditure of the wages paid by across the beer and pub sector’.12

INNOVATIONS WITHIN THE PUB SECTOR CASE STUDY Look closely behind the bars of two of the most famous pubs in the UK - Coronation Street’s Rover’s Return and Emmerdale’s Woolpack – and amongst the fictitious beers available you’ll spot Heineken 0.0%. ‘The idea for approaching ITV happened over a pint of beer, as many ideas do,’ explains Joanna Dring, head of media at Heineken. ‘It was part of our strategy to dispel the myths and stigma that low and no is just for pregnant women, drivers and those who are teetotal. In fact, it’s a completely “normal” and acceptable thing to drink.

‘Research examining viewer trends revealed that a year after Heineken Zero appeared on both soaps, 75% of Corrie and 77% of Emmerdale viewers agreed that drinking low and no alcohol beer was becoming more normal. ‘Both soaps are cultural currency, with 11 million people tuning in every week to watch. For them to see their favourite characters ordering a pint of alcohol-free beer has a tremendous impact, and when they then spot Heineken 0.0% in their local pub it’s immediately familiar.

‘Originally, we thought, wouldn’t it be amazing if we could put it behind the bar on Coronation Street? ITV loved the idea because it’s aligned to their ethos to help look after the wellbeing of their viewers. What’s more, we expanded the scope by also including Emmerdale’s the Woolpack, and therefore securing alcohol free beer in two of the most famous pubs in the world..’ Heineken 0.0% has been on the bar in both soaps since April 2022, during which time it’s clocked up 8.5 hours of screentime and 22 on-screen orders, including some characters asking for ‘a pint of Zero please.’

SALES OF ‘LOW AND NO’ JUMPED BY

23%

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DURING THE YEAR TO JUNE 2023.

‘The pubs are so central to the action in Coronation Street and Emmerdale, but it’s not realistic to have characters sitting around drinking either alcoholic drinks or orange juice all day when they’re in there,’ Joanna continues, adding that Heineken signed an 18-month renewal contract with ITV in April 2023.

‘Having alcohol-free beer on draught is key to unlocking the pub market so that people can still sit round a table or stand with their mates with a pint in their hand. Pubs and pints go hand in hand – so enjoying a pint, whether with alcohol or not, should remain a great British institution!’

4 IN10 90% AROUND

18–34-YEAR-OLDS NOW REGULARLY CHOOSE A ‘LOW OR NO’ ALCOHOL OPTION.

OF THE BEER SOLD IN THE UK, IS PRODUCED IN THE UK.

CASE STUDY – GHOST SHIP / ADNAMS

‘Ghost Ship belongs to them, if you like,’ says Fergus Fitzgerald, production director, speaking of how the brewery engages with locals and aims to work with them to promote good health and a cleaner environment. ‘Three or four times a year we manage an initiative to clean up the beach, calling for volunteers from the town to help us. Meanwhile, the annual Adnams 10k race in Southwold attracts hundreds of runners.’ Adnams – which was founded in the town in 1872 - has also worked to reduce water usage across its brewing process by assessing how water flowed across the lifecycle of its products so they could plan in mitigation. They expect to save two million litres of water throughout 2023. ‘We’re a brewer in the middle of a lovely town and it’s important for us to be a good neighbour,’ Fergus adds. ‘That includes self-regulating the times at which deliveries come and go to our head office to manage the traffic, as well as relocating our warehouse to the outskirts of town to reduce the volume of heavy traffic.

All these things align with the wellbeing of the local community.’ Ghost Ship 0.5% pale ale, launched in 2018, is now the second biggest selling beer across the whole of Adnams Brewery, behind the original alcoholic Ghost Ship. Demand for the product grew faster than anticipated, and in 2019 Adnams doubled the equipment to brew it. ‘Originally it was loyal Ghost Ship (4.5% ABV) pale ale drinkers moderating their consumption who chose the low alcohol version, but now it’s become a drink of choice for a wider audience,’ explains Fergus. ‘Low alcohol beer is no longer the ‘distress purchase’ it once was. There was scepticism that it would be possible for the brewing industry to make a low alcohol beer that actually tasted great, but now it tastes fantastic in its own right. ‘We use reverse osmosis technology, which means we can brew the beer as normal, versus restricting what the yeast does so it doesn’t produce alcohol. The contact with the yeast makes it taste like normal beer. Removing the alcohol by osmoses means Ghost Ship is a hoppy beer with lots of flavour, which is what we focus our marketing on.’

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Overlooking a stretch of Southwold beach in Suffolk, Adnams brewery HQ has put the local community at the heart of everything it does, including its low alcohol (0.5%ABV) Ghost Ship beer.

REFERENCES THE TRUE PICTURE OF ALCOHOL CONSUMPTION TODAY

REFERENCES: 1.

2. 3.

5. 6. 7.

The Portman Group - PORTMAN GROUP Sources: 1. Health Survey for England, December 2022 / Scottish Health Survey, November 2022/ National Survey for Wales, July 2022 / Health Survey Northern Ireland, December 2020; 2. Health Survey for England, December 2022; 3. Anderson et al, 2020; Anderson and Kokole, 2022. Low and No Alcohol Consumer Trends 2021 (Portman Group and YouGov). Source: YouGov survey on behalf of Portman Group. 2021 sample - 2,079 UK adults, 9-10 December 2021. ‘Semi regular drinkers’ incorporates those who responded drinking low and no alcohol either ‘often’ or ‘sometimes’. Portman Group calculation made by rebasing the results taking into account both UK drinkers and non-drinkers. The Portman Group blog / Partnerships for change: continuing the moderate drinking trend, October 2023. Figures derived from tracked Government data from Health Survey for England, December 2022 / Scottish Health Survey, November 2022 / National Survey for Wales, July 2023 / Health Survey Northern Ireland, December 2020. alcoholchange.org.uk Alcohol-specific deaths in the UK: registered in 2021. ons.gov.uk Drinkaware Monitor Survey 2022.

LATEST AND UPDATED SCIENCE AND RESEARCH

REFERENCES: 1.

YouGov Plc. Total sample size was 9,254 adults, of which 7,319 consume, or had ever consumed, alcohol. Fieldwork was undertaken between March 1-16 2023. The survey was carried out online. The figures have been weighted and are representative of the general population. 2. A paper titled Benefits and hazards of alcohol-the J-shaped curve and public health; Erik Skovenborg, Morten Grønbæk, R. Curtis Ellison; published in Drugs and Alcohol Today, 31 December 2020. 3. Reduced Stress-Related Neural Network Activity Mediates the Effect of Alcohol on Cardiovascular Risk, Massachusetts General Hospital, June 2023. Authored by 16 researchers including cardiologist Ahmed Tawakol. 4. Association between clinically recorded alcohol consumption and initial presentation of 12 cardiovascular diseases: population-based cohort study using linked health records. Authored by Steven Bell, Marina Daskalopoulou, Eleni Rapsomaniki, Julie George, Annie Britton, Martin Bobak, Juan P Casas, Caroline E Dale, Spiros Denaxas, Anoop D Shah, Harry Hemingway.

LOW AND NO

REFERENCES: 1. 2. 3. 4. 5.

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BBPA IWSR alcoholchange.org.uk Dry January 2023 survey. World Health Organisation Global Alcohol Action Plan 2022–2030 Mintel UK Attitudes towards Low- and No-Alcohol Drinks Market Report 2023

ROLE OF THE PUB

REFERENCES:

1. Pubaid.co.uk 2. Pub is the Hub (pubisthehub.org.uk) / Localis report, Inn-Valuable, September 2023 (localis.org.uk) 3. The new alcohol duty system: Final consultation response, March 2023. HM Treasury / HM Revenue & Customs (assets.publishing.service.gov.uk) 4. Open Arms report by academics at Loughborough University. Commissioned by The Campaign to End Loneliness in collaboration with Heineken, 5/6. Campaign to End Loneliness with Dr Heather McClelland (2023) Analysis of quarterly report data provided by the ONS from the Opinions and Lifestyle Survey for Jan-Dec 2022 using a representative sample of people aged 16 and over in Great Britain. 7. Campaign to End Loneliness, The State of Loneliness 2023: ONS Data on loneliness in Britain (2023). 8. J. Holt-Lunstad et al., ‘Loneliness and social isolation as risk factors for mortality: a meta-analytic review’, Perspectives on psychological science 10.2 (2015), pp. 227-237. 9. Loneliness and social isolation as risk factors for coronary heart disease and stroke: systematic review and meta-analysis of longitudinal observational studies. http://orcid.org/0000-0002-9694-7965Nicole K Valtorta1, Mona Kanaan2, Simon Gilbody3, Sara Ronzi4, Barbara Hanratty5 10. Drinkaware 2022 Monitor Survey (drinkaware.co.uk). 11. Compiled for the government by commercial real estate specialists at Altus Group. 12. Localis report, Inn-Valuable, September 2023 (localis.org.uk) 13. Localis report, Welcome Inn, 2023 (localis.org.uk).

INNOVATIONS WITHIN THE PUB SECTOR

REFERENCES:

1. BBPA (beer-and-health.co.uk/reports/) 2. Beer & Calories, A Scientific Review by Dr Kathryn O’Sullivan (beer-andhealth.co.uk/reports/) 3. Moderate Consumption of Beer and Its Effects on Cardiovascular and Metabolic Health: An Updated Review of Recent Scientific Evidence. 2021. Ascensión Marcos et al. 4. Impact of Beer and Non-alcoholic Beer Consumption on the Gut Microbiota. (Marques, et al (2022). 5. BBPA

A HEALTHY PERSPECTIVE ON BEER 2024

COMMISSIONED BY: BRITISH BEER & PUB ASSOCIATION Ground Floor, 61 Queen Street, London, EC4R 1EB