Low alcohol doesn’t mean low takings – new study

The study found alcohol-free beer on draught was particularly popular

Simple changes in pubs can encourage drinkers to choose alcohol-free options without reducing overall drinks revenue, according to new research involving Anglia Ruskin University (ARU).

The study, published in Drug and Alcohol Review, saw researchers from ARU and the University of York test a series of behavioural interventions, known as “nudges”, in three UK pubs. These included adding alcohol-free beer to fridge displays, displaying promotional information around venues, and introducing alcohol-free beer on tap.

While promotional posters showed limited impact, introducing physical changes to availability led to increases in sales. Offering alcohol-free beer on draught proved particularly popular, with a strong increase in NoLo (no-and-low alcohol beverages) sales following its introduction.

Crucially for pubs, this shift had no negative impact on overall drinks revenue.

The interventions in the study did not reduce sales of alcoholic beer, but substitution patterns differed depending on how alcohol-free beer was offered. Introducing canned alcohol-free beer was associated with lower sales of wine and spirits, while introducing alcohol-free beer on draught was associated with lower sales of soft drinks.

Environmental factors also played a role, with NoLo sales higher during warmer weather.

No-and low-alcohol (NoLo) products are increasingly included in harm reduction policy, including the UK 10-Year Health Plan and World Health Organization prevention strategies.