Case study
Everleaf
Building Category Opportunities With Thought Leadership Research
The Challenge
With alcohol-free becoming a permanent part of many consumers’ drinking habits, Everleaf partnered with KAM to benchmark the industry’s progress on how accessible it is making alcohol-free options across key areas including availability, visibility, staff confidence and guest experience. The objective was to establish a clear picture of the current landscape, identify areas of best practice, and highlight opportunities for operators and suppliers to further develop their alcohol-free offer. At the same time, Everleaf wanted to create a credible piece of industry thought leadership that would support wider conversations around the future of alcohol-free in hospitality.
Our Approach
KAM designed and delivered a comprehensive audit of 100 hospitality venues in London, representing over 4,400 pubs, bars and restaurants across the UK. Our auditors carried out an ‘under-cover’ visit to each venue assessing availability of alcohol-free drinks across key categories, visibility on menus, back bars and online channels, staff confidence and knowledge when discussing alcohol-free options and the overall guest experience when ordering alcohol-free drinks. KAM analysed the findings against the 2024 benchmark study and showcased the finding in an industry report. KAM also supported Everleaf’s launch campaign, industry presentations and a webinar to maximise reach and engagement
Outcome
The Raising the Bar 2026 report provided a clear picture of how the alcohol-free category has evolved within the UK On-Trade, highlighting both significant progress and ongoing opportunities for improvement. The research helped establish Everleaf as a leading voice in the alcohol-free conversation, generating engagement across operators, suppliers and the wider industry. By combining robust research with practical recommendations and thought leadership, the project helped inform industry discussions around visibility, execution and guest experience, while providing Everleaf with valuable evidence to support its ongoing category leadership.
“We chose to work with KAM to get a data led picture of how the UK On Trade works with non-alcohol, and where the opportunities for improving together might be. Having a study run across 2024 and 2026 has given us great insight into how things are changing and evolving”
Dan I’Anson – Commercial and Trade Marketing Director, Everleaf
Who we help
Brands
As a brand or supplier in the dynamic world of UK hospitality and food service, staying ahead of trends and consumer preferences is crucial. We offer tailored insights and strategic guidance that enable you to make informed decisions, seize emerging opportunities, and create products that resonate with your target audience.
Operators
In the fast-paced world of hospitality and food service operations, delivering exceptional experiences while optimising efficiency is paramount. KAM provides you with the insights and strategies needed to streamline your operations, enhance guest satisfaction, and achieve sustainable success.
Service Providers
As a tech company, agency, or service provider, your role in the UK hospitality and food service sectors is pivotal. KAM Insight offers comprehensive insights that allow you to develop innovative solutions and strategies that cater to the evolving needs of your clients.