New research published today indicates that 43% of British adults have tried alcohol-free beer, with almost half (49%) now agreeing it is more socially acceptable than five years ago.
The research is supported by industry data, published for the first time, showing 8.4% growth in off-trade volumes of no/low alcohol beer during 2013/14
LONDON, (25 August 2014): New research published today indicates that almost half (49%) of British adults believe alcohol-free beer is more socially acceptable than it was five years ago. Thisresearch is backed up by industry data, published for the first time, showing significant growth (8.4%) in off-trade volumes of no/low alcohol beer during 2013/14.
The findings are the result of a ComRes survey, commissioned by AB InBev UK, which also indicates that 43% of British adults have tried alcohol-free beer, with over half of men (54%) having consumed the beverage. In addition, 59% of those surveyed said that they would feel comfortable ordering alcohol-free beer in front of their friends in a pub, bar or restaurant.
The results highlight the growing recognition of alcohol-free beer as an option at home and on a night out. When asked to select the various reasons for trying alcohol-free beer, the most likely reasons given by the British public were that they were driving (46%) or they were curious (39%).
Additional industry data has revealed that Beck’s Blue, brewed by AB InBev, is the most popular alcohol-free beer. During 2013/14 volumes of Beck’s Blue sold grew by 20.9% in the off-trade and 11.7% in the on-trade, increasing the beer’s market share to over 50% in both categories. (On- trade data source: CGA Brand Index Period 06 – 14/06/2014; off-trade data source: IRI – Off Trade MAT w/e 21 June ’14).
Commenting on the research, Jennifer Anton, Marketing Manager for Beck’s at AB InBev UK, said:
“We’re really excited to see the results of the survey, and it is encouraging to see customers are comfortable ordering alcohol-free beers when out with friends. Offering consumers choice is an important part of our commitment to responsible drinking and we are proud to brew Beck’s Blue, the market leading alcohol-free beer.”
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For further information please contact:
Lara Newman
lara.newman@portland-communications.com<mailto:lara.newman@portland-communications.com>
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Notes to Editor
The findings are the result of a ComRes survey commissioned by AB InBev UK, brewer of Beck’s Blue, which asked people for their views on alcohol-free beer during August 2014, representing the views of 2,050 British adults. The research also found that four regions were leading the way, with more adults in the regions having tried alcohol-free beer than the national average. These regions were:
Yorkshire and Humberside: 52%
Scotland – 48%
East of England – 47%
West Midlands – 46%
On- trade data – Source: CGA Brand Index Period 06 – 14/06/2014 Off-trade data – Source: IRI – Off Trade MAT w/e 21 June ‘14 AB InBev UK and Responsible Drinking As the world’s leading brewer, AB InBev are committed to promoting responsible drinking, including through the marketing of our products, providing information and choice to our consumers, supporting alcohol education and working in partnership with others.
About Beck’s Blue
Beck’s Blue is an alcohol-free (not more than 0.05% ABV) light, crisp and refreshing beer with no compromise on taste. It’s the perfect substitute for those who want to enjoy a great beer taste, but don’t want the alcohol, such as designated drivers. Just like Beck’s, Beck’s Blue is brewed under the German Purity Law of 1516, using all natural ingredients. Only when the distinctive Beck’s flavour has been allowed to fully develop by the brewers is the alcohol removed. For more information on Beck’s Blue please visit www.ab-inbev.co.uk©. AB InBev UK Limited. All rights reserved.
About Anheuser-Busch InBev
Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). It is the leading global brewer and one of the world’s top five consumer products companies. Beer, the original social network, has been bringing people together for thousands of years and our portfolio of well over 200 beer brands continues to forge strong connections with consumers. This includes global brands Budweiser®, Corona® and Stella Artois®; international brands Beck’s®, Leffe®, and Hoegaarden®; and local champions Bud Light®, Skol®, Brahma®, Antarctica®, Quilmes®, Victoria®, Modelo Especial®, Michelob Ultra®, Harbin®, Sedrin®, Klinskoye®, Sibirskaya Korona®, Chernigivske®, and Jupiler®. Anheuser-Busch InBev’s dedication to heritage and quality originates from the Den Hoorn brewery in Leuven, Belgium dating back to 1366 and the pioneering spirit of the Anheuser & Co brewery, with origins in St. Louis, USA since 1852. Geographically diversified with a balanced exposure to developed and developing markets, Anheuser-Busch InBev leverages the collective strengths of its more than 150,000 employees based in 24 countries worldwide. In 2013, AB InBev realized 43.2 billion USD revenue. The company strives to be the Best Beer Company in a Better World. For more information, please visit: www.ab-inbev.com<http://www.ab-inbev.com>.
www.drinkaware.co.uk
About ComRes
ComRes is a leading market and opinion research consultancy providing data–driven insight into corporate reputation, public policy and communications. ComRes is a founding member of the British Polling Council, and published pollster for the BBC, ITV News, CNN and The Independent. Its coverage includes public and elite audiences across all sectors in all global markets.
ComRes interviewed 2,050 GB adults online between 6th and 7th August 2014. Data were weighted to be representative of all GB adults aged 18+. ComRes is a member of the British Polling Council and abides by its rules. Data tables can be found at www.comres.co.uk.