If you’ve visited Potters recently, you’ll have noticed that when it comes to inclusive drinks, a range of non-alcoholic alternatives to your favourite tipple is now available. These have been introduced off the back of considerable guest feedback; the consequence of a remarkable shift currently taking place in the UK beverage industry.
While traditional alcoholic beverages have long been the cornerstone of social gatherings, the non-alcoholic drinks market in the UK is booming. And the numbers tell an impressive story. According to recent statistics, the non-alcoholic beer market alone is expected to reach £400 million by the end of 2024, growing at a steady pace of 8% annually. Similarly, the market for non-alcoholic wines is predicted to expand by 7% each year, showcasing a clear demand for sophisticated non-alcoholic alternatives to popular drinks.
The non-alcoholic spirits segment is seeing exponential growth, driven by consumers’ desire for complex flavours and unique experiences without the effects of alcohol. In fact, sales of zero-proof spirits have increased by a staggering 400% in the past two years, indicating that this is more than just a passing fad.
"Taken together, the total non-alcoholic drinks market in the UK is set to rise by 30% this year, and continue at that rate year-on-year moving forward."
This surge is driven by a combination of health-conscious consumers, an increasing number of sober-curious individuals, and the growing quality of non-alcoholic products. Major supermarkets and retailers are expanding their ranges to meet this demand, reflecting a broader cultural shift towards more mindful drinking.
A recent study by Kantar revealed that over 6.5 million UK adults are now choosing to go alcohol-free. A significant portion of these consumers cite taste and quality as the main reasons for their shift. The growth is not just in sales but also in the variety of products available. New brands are constantly emerging while established ones are expanding their range of non-alcoholic offerings.
Household names get creative in a changing landscape
Non-alcoholic beers have come a long way from their humble beginnings. Today’s brewers are crafting beers with full-bodied flavours that rival their alcoholic counterparts. From hoppy IPAs to rich stouts, there’s a non-alcoholic beer for every palate. Notably, big brands are investing heavily in their non-alcoholic ranges, offering high-quality alternatives that are widely available across pubs and supermarkets.
"One standout product is Guinness 0.0. In taste tests, many people found it indistinguishable from the classic Guinness Draught."
This highlights the progress in brewing techniques and flavour preservation. Such innovation allows beer lovers to enjoy the rich, creamy texture and distinctive taste of Guinness without the alcohol content. Other popular choices include Beck’s Blue and Estrella 0.0, both offering refreshing, crisp tastes that are perfect for any occasion. Meanwhile some have chosen not to remove the alcohol content completely. For example, premium ale lovers can now enjoy a 0.5% ABV alternative of Old Speckled Hen.
Similarly, non-alcoholic wines have undergone a transformation. Producers are using advanced techniques to remove alcohol while preserving the intricate flavours and aromas that wine lovers cherish. Whether it’s a crisp Chardonnay or a robust Cabernet Sauvignon, a growing choice of non-alcoholic wines can be found for every occasion.
For those who enjoy the sparkle and celebration associated with Prosecco, Nozeco provides a delightful alcohol-free option. This sparkling alternative allows people to enjoy the bubbles and clink of glasses. It’s perfect for toasts, special occasions, or simply a refreshing drink on a warm day.
When it comes to spirits, brands like Not Vodka, a non-alcoholic spirit that mimics the clean, crisp taste of vodka, have paved the way, with distilled products that still offer the complexity and depth of traditional spirits. Gordon’s 0.0 and Captain Morgan Spiced Gold 0.0 are other notable entries, offering the same bold flavours as their alcoholic predecessors.
So why are more people in the UK reaching for non-alcoholic options?
This trend isn’t about abstaining from alcohol entirely, but rather about expanding choices and enhancing social experiences. Many people are adopting a ‘one with, one without’ approach, alternating between alcoholic and non-alcoholic drinks throughout their evening. This allows them to enjoy their social time just as much, if not more, without overindulging.
It’s an appealing approach for those who want to savour the night without the after-effects. It’s about maintaining the joy and camaraderie of social drinking while having the option to pace oneself throughout an entire evening or event.
Interestingly, the trend towards non-alcoholic beverages isn’t just for the younger crowd. A significant number of over-50s are now choosing to avoid alcohol.
"Recent surveys indicate that 25% of over 50s in the UK now opt for non-alcoholic drinks."
It’s a big shift towards health-conscious living and mindful consumption. For many in this age group, non-alcoholic drinks offer a way to maintain their social life and the ability to enjoy a sophisticated drink that complements their lifestyle, without the concerns associated with alcohol.
The rise of non-alcoholic offerings is not just a consumer-driven trend; the industry is responding enthusiastically. Pubs, bars, and restaurants across the UK are expanding their menus to include a diverse range of non-alcoholic options.
Rewriting the menu at Potters
Life on Resorts spoke to Group Operations Director, Kirstie Hood, following the introduction of what they’ve called their ‘No & Low Alcohol Menu’ at Potters:
“We take feedback seriously and it became clear very quickly that our guests wanted this option. We believe in offering our guests the freedom to choose how they want to enjoy their time with us. While fully inclusive at Potters has always provided soft drinks, juices and coffees too, there was an obvious need to extend our drinks menu to offer a range of no or low alcohol alternatives.
"We’ve partnered with leading brands in the non-alcoholic sector to offer a wide choice of high-quality drinks."
- Kirstie Hood, Group Operations Director“We’ve already extended our menu twice since we launched, highlighting its popularity and a growing choice in the market. Our bars now feature a dedicated section for non-alcoholic beverages, ensuring that guests have easy access to these options.
“But this shift has also resulted in us looking at other products too. For example, we went a step further by introducing new sugar free syrups for all our coffee shop favourites.
“And we’ll continue to revisit our menu to ensure that everyone can find a drink that suits their preference, whether they’re looking to moderate their intake or simply try something new.”
The wider impact
The growth in non-alcoholic drink sales has led to increased investment in this sector. Startups and established companies alike are pouring resources into developing new products and marketing them to a broader audience.
The hospitality industry is hosting non-alcoholic events and festivals which provide an opportunity for consumers to explore a wide variety of non-alcoholic drinks, learn about the production processes, and discover new brands. Events like the Mindful Drinking Festival have gained popularity, showcasing the best in non-alcoholic beverages and offering a platform for brands to connect with their audience.
"All of this investment is creating jobs and stimulating economic activity within the beverage industry."
In addition to direct sales, the trend towards non-alcoholic drinks is influencing other sectors. The packaging industry is seeing a rise in demand for innovative and sustainable packaging solutions tailored to non-alcoholic beverages. Meanwhile, marketing and advertising industries are evolving to cater to this new market, developing campaigns that resonate with health-conscious consumers.
What does the future hold?
Well, it certainly looks bright in the non-alcoholic beverage market. As consumer preferences continue to evolve, we can expect to see even more innovation and variety in this space. Continued investment will see new technologies and techniques. Producers will create drinks that are indistinguishable from their alcoholic counterparts, further blurring the lines between the two categories.
Moreover, the cultural shift towards mindful drinking is likely to continue gaining momentum. As more people experience the benefits of non-alcoholic options, the stigma associated with choosing these drinks will diminish. This shift will be supported by ongoing education and awareness campaigns that highlight the positive aspects of non-alcoholic beverages.
In conclusion, the rise of non-alcoholic offerings is a testament to the evolving nature of social drinking. At Potters, their introduction is all about offering their guests choice, balance, and the joy of trying new things. So, the next time you’re raising a glass to friends and quality time together in the Garden Bar, you may be tempted to consider one of the many exciting non-alcoholic options available and savour the moment in a whole new way.
Cheers to that!
To view our Fully Inclusive Drinks Menu including No & Low Alcohol options, plus sample menus for the delicious food you can look forward to at Potters, simply visit the Drinks Page on our website.
