Report | Brits evolving relationship with alcohol and the growth of low & no

About

The UK’s drinking culture is evolving—and hospitality needs to evolve with it.

Our latest report, produced in partnership Lucky Saint, dives deep into the new reality of how Brits are drinking in 2025. Based on nationally representative research, Drinking Differently explores the rise of a more flexible, intentional and health-conscious approach to alcohol—and the massive opportunity this presents for pubs, bars and restaurants.

From “zebra striping” between alcoholic and alcohol-free drinks, to the growing demand for draught low & no beer, this report reveals the changing behaviours, expectations and mindsets across all age groups—including a significant shift among over-55s. With nearly 36 million UK adults now actively moderating their alcohol intake, moderation is no longer a niche—it’s the mainstream.

Packed with insight, stats and operator takeaways, Drinking Differently is essential reading for anyone in the on-trade looking to stay ahead of consumer trends and unlock new revenue from the low & no category.

The data in this report is based on online interviews with a nationally representative sample of 2,000 UK adults (over 18 years old.)

Release date

June 2025

Format

PDF Report. 51 pages