UK: Rapid rise of alcohol-free and low-alcohol beer creating new promotional opportunities for breweries

The rapid rise of alcohol‑free and low‑alcohol beer in the UK is creating new promotional opportunities for breweries — particularly on the road — according to leading lorry tension‑curtain manufacturer Structure‑flex, Food and Drink Technology reported on June 2.

Sales of non‑alcoholic beer hit 200 million pints in 2025, now accounting for nearly 3% of the total UK beer market, figures from the British Beer and Pub Association show. Improved brewing techniques and shifting consumer behaviour — especially among Gen Z and Gen X drinkers prioritising health — have pushed brands like Heineken 0.0 and Guinness 0.0 firmly into the mainstream.

Structure‑flex, which manufactures and prints lorry tension curtains used widely across brewery fleets, says the boom is already reshaping how brands promote their alcohol‑free ranges.

Paul Reeve, managing director at Structure‑flex, said: “As the market grows, more breweries are bringing out their own non‑alcoholic options to keep up with demand. One simple way to promote these new drinks is on the road – and we’ve already seen breweries rebranding their delivery fleets to showcase their new alcohol‑free ranges.”

Based in Norfolk, Structure‑flex has produced branded curtains for major beer brands including Heineken, Stella Artois and Hobgoblin. With 85% of UK pubs now offering low‑ or no‑alcohol options, the company believes fleet branding is becoming an essential part of product visibility.

Reeve added that delivery lorries offer breweries a high‑impact advertising channel: “Delivery lorries are seen across towns and cities every day, so they’re a great way to advertise a new product. Our curtains are manufactured from durable thermoplastic materials and printed in‑house using large‑format digital printers, so they’re strong, colourful and sure to stand out wherever they travel.”

Structure‑flex, established more than 50 years ago, specialises in high‑frequency‑welded thermoplastic products, from lorry curtains to load‑test bags, bulk packaging and flood‑defence systems.

With the alcohol‑free category expected to continue expanding as consumer preferences evolve, the company says breweries are increasingly refreshing their fleet branding to reflect new product lines.

“We’re already working with a number of companies to help spruce up their branding across their delivery fleets,” Reeve said. “As more breweries develop their alcohol‑free offerings, it will be interesting to see how these brands choose to present themselves too.”

03 June, 2026