The surging popularity of alcohol-free and low-alcohol drinks
Northern Ireland, long known for its vibrant pub culture, is witnessing a surprising shift in drinking habits—the rise of alcohol-free and low-alcohol drinks. Traditionally seen as niche, these beverages are now becoming mainstream, reflecting a broader transformation in the country’s drinking culture.
This trend aligns with a global movement driven by consumers seeking healthier lifestyles and balanced alcohol consumption. Many are turning to alcohol-free options to enjoy social drinking without health drawbacks, supporting safer choices like mental clarity and responsible travel.
Alcohol-free and low-alcohol beer sales in Ireland have more than tripled from 1.79 million litres in 2017 to 5.55 million litres in 2021. This surge is mirrored across the UK, where 64% of adults have tried low- or no-alcohol products, and the number of regular consumers jumped from 25% in 2020 to 35% in 2023.
Major brands are responding with innovation. Guinness launched its popular Guinness 0.0, now available in over 1,600 pubs across Ireland. Tanqueray followed suit with Tanqueray 0.0%, bringing the distinct gin flavor to the alcohol-free market. Meanwhile, Rockshore 0.0 and Heineken 0.0 are expanding the beer segment, each offering low-calorie alternatives without compromising on taste.
Leading this movement is the younger “sober-curious” generation. Among 18-24-year-olds, 44% drink low- or no-alcohol beverages semi-regularly—a significant increase from 23% in 2020. This shift reflects a change in attitudes, with many younger consumers keen on moderation while still enjoying the social aspects of drinking.
The availability of alcohol-free and low-alcohol options is reshaping pub culture. In Ireland, the alcohol-free category grew by over 500% in the last six years, with eight out of ten adults saying it’s helpful to have these options readily available. The trend towards moderation and healthier choices is making alcohol-free and low-alcohol beer a staple in pubs and social gatherings, integrating seamlessly into daily life.
With brands like Guinness, Tanqueray, and Heineken leading the charge, the market is set for continued growth, solidifying non-alcoholic drinks as a permanent fixture in Ireland’s evolving drinking landscape.
