UK: Asahi UK reports record demand for its alcohol-free options

Beer group Asahi UK has reported record demand for its alcohol-free options across two of the UK’s largest summer events, Drinks International reported on July 21.

The group has reported that sales of Peroni Nastro Azzurro 0.0% at Royal Ascot increased by 90% between 2023 and 2026.

Meanwhile, an alcohol-free draught trial at BST Hyde Park helped to grow 0.0% share of total beer sales by 83%.

“As moderation becomes increasingly mainstream, Asahi UK continues to invest in making premium alcohol-free choices available in the moments that matter most to consumers,” said Rob Hobart, marketing director at Asahi UK.

The results follow the release of Sip Happens: Mindful Tastes, a report launched by the group earlier in the year in collaboration with Time Out, that found that “nine in 10 UK drinkers actively moderate their alcohol consumption in some way” and “more than half switch between alcoholic and alcohol-free drinks depending on the occasion”.

Hobart continued: “The findings from Sip Happens: Mindful Tastes suggest that moderation is no longer a niche behaviour but an established part of modern social culture, with drinkers expecting high-quality alcohol-free options to be available wherever they choose to spend their leisure time.”

22 July, 2026