Dry January drives low & no alcohol sales rise at Greene King

Greene King, the UK’s leading managed pub company and brewer, has announced year-on-year sales of low and no alcohol drinks were up 58% across its managed estate in January.

Heineken 0.0% and Peroni Libera accounted for more than 50% of all low and no alcohol sales overall, with year-on-year growth also driven by the new low alcohol version of Greene King-brewed Old Speckled Hen, the UK’s top-selling premium pale ale, which launched across Greene King’s managed estate last year as well as the off-trade market.

According to a recent YouGov poll, one in ten regular drinkers pledged to take on Dry January in 2020 and overall alcohol consumption has fallen by around 16% since 2004 .

Phil Thomas, chief commercial officer at Greene King, said, “As the UK’s leading managed pub company and brewer, it’s our responsibility to offer choice to both those who wish to drink alcohol and those who don’t, as well as support growth of the category as a whole by creating our own low and no alcohol drinks.

“It is clear consumers are calling for not only more choice in the low and no category, but for drinks that equally don’t compromise on flavour. 2019 saw us launch Old Speckled Hen Low Alcohol, which faithfully delivers the rich, smooth and distinctive flavours of the original full strength Morland brew but with less alcohol and fewer calories too.

“We’re pleased to say we now offer low and no alcohol drinks in our pubs across lager, cider, ale, craft beer and wine, and will shortly be launching Freixenet Prosecco 0.0% which will land in all our managed pubs in the Spring.'

Thomas concluded, 'There’s a huge opportunity for product innovation and further expansion within the category and we’re confident that the trend we’re currently seeing is set to continue.”