Gravity defying off-trade growth

Heineken finds no alcohol flying in Scotland

Heineken launched no alcohol beer in March 2017

DUTCH brewing giant Heineken has revealed Scotland is setting the pace when it comes to the no alcohol segment of the beer category, with growth outstripping the UK .

Nielsen moving annual total figures for 4 August provided by Heineken found no alcohol beer sales up 38%, with no alcohol cider sales up 39%.

The brewer has predicted that in the future, the alcohol free category could make up as much as 5% of the total beer market, with growth bolstered by contemporary trends for healthier lifestyles and more moderate drinking among younger consumers.

A spokesperson for Heineken said: “The alcohol-free category is in huge growth, delivering significant value to the off-trade and is now worth £51m.

“Heineken has already focused on the trend to live better as one of the six key drivers in The Greenpaper – our largest piece of category research ever undertaken – which identified an incremental £670m in value to the off-trade over the next three years.

“Retailers need to start responding to this desire for a healthy lifestyle by stocking a range of alcohol-free options to capitalise on a £75m incremental opportunity over the next three years.”

Heineken’s own response to growth in demand for alcohol free has included the launch of Old Mout Alcohol Free cider, as well as the roll out of Heineken 0.0 in March 2017.