January is reshaping the way people drink, but it is not changing their desire to go out.

Across the UK, consumers are increasingly choosing to moderate at the start of the year, and the on-trade is feeling the impact. While total beer volumes are under pressure, No and Low alcohol beer is thriving, becoming one of the most important growth opportunities behind the bar.

Non-alcoholic beer is now worth 2.1% of total beer value, and the category continues to accelerate. With No and Low alcohol beer delivering +32.1% growth, it is clear that moderation is not dampening demand, it is redirecting it. Pubs and bars that respond with a strong, premium alcohol-free range are best placed to win spend this January and beyond.

The Pub Still Matters, Choice Is What's Changed

Consumers are still meeting friends, socialising and visiting pubs as often as ever. The difference is what they are choosing to drink when they get there. Alcohol-free beer has become the natural alternative for these occasions, whether guests are taking part in Dry January or simply moderating across the week.

This makes a credible No and Low offer essential. Importantly, when consumers choose alcohol-free, brand matters more than ever. Guests want reassurance, familiarity and quality, and they are willing to pay for it.

Premium Brands Drive the Category

No and Low alcohol beer now commands a +21% price premium versus standard beer, proving that consumers are happy to trade up when they trust what is behind the bar. Recognition, reputation and rate of sale are the key drivers of success, which is why leading premium brands are setting the pace.

Peroni Nastro Azzurro 0.0%: The Category Leader

Peroni Nastro Azzurro 0.0% is at the forefront of this shift. It now accounts for £1 in every £4 spent on packaged non-alcoholic lager and is the number one brand in the category for rate of sale. As the most loved premium lager brand and the most valuable brand in non-alcoholic lager, it offers guests a genuinely premium, uncompromised alternative.

For operators, stocking Peroni Nastro Azzurro 0.0% means capturing incremental sales, protecting margins and meeting consumer expectations at a key trading moment. When a trusted, premium option is available, drinkers actively choose it.

Asahi Super Dry 0.0%: Premium Performance Without Alcohol

Alongside Peroni, Asahi Super Dry 0.0% is a must-stock for January. Asahi Super Dry is a proven hero brand, delivering £56m of growth in the last year and ranking number one for value rate of sale across total pubs and in London. That strength carries directly into Asahi Super Dry 0.0%, which benefits from the same premium cues and brand equity.

Consumers naturally see Asahi Super Dry 0.0% as a high-quality choice thanks to its strong link to the core brand. For pubs, it helps keep beer relevant during periods of moderation while maintaining spend and enhancing the credibility of the alcohol-free range.

Winning January and Beyond

January has become a major on-trade moment, not a quiet one. Stocking the right No and Low beers allows operators to stay relevant, protect profit and meet evolving guest expectations. Leading with premium, trusted brands like Peroni Nastro Azzurro 0.0% and Asahi Super Dry 0.0% ensures your alcohol-free offer feels intentional, not an afterthought.

As drinking habits continue to evolve throughout the year, pubs that invest in quality No and Low options now will be best placed to win repeat visits, incremental sales and long-term loyalty, in January and far beyond.

BROWSE NO & LOW BEER