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Low+No 2024: Drinking Differently

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


As the low & no category continues to grow, listening to consumers and understanding changing habits around drinking is more important than ever before – gone are the days when alcohol-free drinks were just for designated drivers.

This report shows that the way people are moderating is continuing to evolve. Alongside traditional moderation moments like Dry January, people are seeking to drink less year-round, and even alternating alcoholic and alcohol-free drinks on a night out.

After thousands of years of centering social occasions around drinking – be it a pint of beer down the pub or a glass of champagne to mark a special occasion – we’re seeing a rapid cultural shift in attitudes towards alcohol.

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


PDF Report. 56 pages