This is another decision from the first year of the Code and a blast from the past! In October 1996, Alcohol Concern complained about TNT Liquid Dynamite highlighting that the name suggested an association with dangerous behaviour which was emphasised by the packaging designed to look like a stick of dynamite.
The company, Round Imports, disagreed with the complainant’s concerns and stated that the product had never caused or been associated with violent or dangerous behaviour. Instead, the company supplied an indicative list of achievements for dynamite (the explosive) and pointed out that its use had always been beneficially more for the social good than anti-social.
Perhaps unsurprisingly, the Panel didn’t quite agree with that assessment and concluded that a reasonable person looking at TNT Liquid Dynamite’s packaging, including the product name, would reasonably conclude that there was an association with dangerous behaviour and found the product in breach of the Code.
Unique packaging shapes can often help a product to stand out on shelf but basing such designs on explosives and weaponry will lead to a clear-cut breach of the Code. While these breaches are few and far between, there are a handful of cases that became memorable for doing just that and we’ll revisit this theme later in the series.
In this blog series, we’ll celebrate 30 years of the Naming, Packaging and Promotion of Alcoholic Drinks Code of Practice by looking at 30 key decisions from across the past three decades.
The First Edition of the Code was published in April 1996. Its introduction is often linked to the popularity of alco-pops in the 90s and the rise of sweet drinks with brightly coloured liquid, artwork and some with cartoon character mascots. The industry, in partnership with the Portman Group, recognised that responsible standards needed to exist for alcohol marketing so that it did not appeal to children.
While there are a few rulings from 1996 that reflected this concern by complainants, one of the most famous decisions was against Hooch in September 1996. Hooch, produced by Bass Brewers Ltd in 1996, became a motif of the 90s with its illustrated lemon imposed on a black background. Alcohol Concern complained that the cartoon lemon was similar in design to cartoon figures on products that were more likely to appeal to under-18s. The decision, one of the only taken by the Portman Group just before the creation of the Independent Complaints Panel, agreed with the complainant and upheld the complaint on the basis that the cartoon character was “similar to existing motifs appealing to under-18s”. As a member of the Portman Group, Bass Brewers removed the cartoon lemon from packaging.
In 2025, Hooch, now owned by Global Brands, re-introduced the cartoon lemon on a limited edition can to celebrate Hooch’s 30th anniversary. After discussion with the Portman Group, Global Brands self-referred the product for complaint with the request that the case be reconsidered on the basis that, as a nostalgia-based product, it was designed to appeal to adults. The Panel considered that the lemon did not appear to be playful or friendly and was unlikely to be engaging to a younger audience as it differed vastly from children’s cartoon characters who usually adopted a welcoming stance, large eyes and a smiling face. In addition to this, as the lemon did not bear similarity to characters that were popular with contemporary children, the Panel concluded that the lemon would instead have a particular nostalgic appeal to those who would remember it from the 90s and would now be over 30 years old. Read the 2025 decision.
The Hooch case is unique in that it is the only case to have been reviewed 30 years later. It shows how the Code and its accompanying guidance has evolved over time to take into account changes in societal perceptions and reflects the evolving nature of contemporary marketing and what particularly appeals to children today. The Code itself has changed too with more detailed regulatory guidance on what marketing elements could have a particular appeal to under-18s.
Most upheld cases result in a product being removed from the market. The majority of cases that we’ll review as part of this series no longer exist and show how the standards in the Code have changed the appearance of alcohol packaging and marketing over the years.
Author: Laura Demorais
Laura is responsible for leading and developing regulatory policy in relation to alcohol marketing issues. She is also responsible for providing the Code Secretariat function to support the Independent Complaints Panel and has oversight of the Advisory Service and Complaints function.
The Portman Group’s primary purpose as a self-regulator is to protect consumers from harm, particularly those who may be vulnerable and a fundamental part of this is protecting those who are under-18. In 2023 the Portman Group consulted to amend Code rule 3.2(h) to allow for further protection of under-18s, the rule reads:
3.2(h) A drink, it’s packaging or promotion should not have a particular appeal to under 18s.
In 2023, the Portman Group and the Independent Complaints Panel commissioned a children’s marketing agency, Kids Industries, to provide insights on marketing techniques used to appeal to children and teenagers outside of the alcohol industry, for instance, by analysing marketing used for children’s food products. This year, in the 30th year of the Code of Practice, the Portman Group and the Independent Complaints Panel asked Kids Industries to update the report to provide new insights into a constantly evolving area of marketing in order to support the application of Code rule 3.2(h).
The 2026 update to the report, which can be read in full here, featured four key areas:
Child Development
Each child develops at their own pace and the age at which children reach different developmental stages will differ from child to child. Broadly speaking, children will go through three broad shifts in their development and this can impact how they engage with marketing content. In the early years, for under sevens, it’s all about ‘me and my family’ with the focus on the key people in their life. This extends to ‘me and my peers’ around ages seven to twelve when children will become more impressionable, keen to fit in and begin to reject things that they consider babyish. In the teenage years, the focus becomes ‘me and the world’ where young people increasingly desire autonomy, social status and feel a stronger pull towards content that is culturally relevant and reflects real dynamics and aspirational lifestyles.
Trends in Marketing
Influence transforms as children age and parental impact on decision-making gradually diminishes. Children’s access to marketing is strongly influenced by their media habits with children having significant access to digital devices at a young age. In the UK 69% have access to a tablet at age three to five and by aged sixteen to seventeen 98% of young people have their own smartphone. Influencers are beginning to rival friends and family as trusted sources of information as well as having considerable influence over purchases including toys and groceries. Gaming is also an increasingly popular trend beginning at age three with interactive experience-based games graduating to a point where this becomes a significant social and cultural environment for mid to late teens. Part of the attraction in the gaming world is the ability to customise experiences and explore self-expression. By adolescence, self-identity becomes influenced by a broader mix of cultural and social factors and old-fashioned marketing stereotypes about gender don’t necessarily reflect the way that young people view themselves or want to be represented.
Appealing to Kids
Packaging specifically designed to appeal to young children often features bright colours, often with a key thick black outline, which helps children to distinguish items as they develop visual perception skills. Characters are a key feature too, those which resonate with young children are often cartoon-like and anthropomorphic, safe and funny. For older children, popular characters are less defined by how they look and more by what they symbolise, with humour and cultural references such as meme-like behaviour being represented.
Packaging which features a collectible element has long been popular with children, under sevens seek to collect by quantity whilst older children and teens are more motivated by quality, viewing their collections as a means of social connection and self-expression. Many adults also enjoy collecting, so there can be some overlap between what appeals to teenagers and adults. However, collectibles that encourage trading, sharing and being part of current trends or popular culture are more likely to appeal to teenagers. Collectibles that focus on history, tradition, expertise, or a deep interest in a subject are more likely to appeal to adults.
Flavour preferences will influence packaging appeal with under sevens enjoying classic flavours that are easy to understand like chocolate or strawberry. Eight to twelve-year-olds tend to prefer exciting tastes with unusual novelties such as pickles. In the teenage years, experimentation becomes more refined and likely expressed through premium flavours like mocha rather than purely playful elements.
Aspirational cues shape how children and young people engage with marketing too, under sevens are typically drawn to imitation and imagination. As children grow up their awareness of what is considered ‘cool’ increases and by late teens, the aspiration switches to adult brands and a mature aesthetic.
Cultural relevance is woven throughout the way that children and young people engage with marketing. For young children it is driven through familiarity, recognition and alignment with trusted characters such as Bluey. As children grow up, they become more aware of trends that travel via social media into peer environments with appeal driven by what is being talked about rather than brand messaging alone. By late teens, cultural relevance becomes more closely tied to social fluency with brands that feel current and ‘in the know’.
Considerations
The Kids Industries report culminated in a summary of factors that the Independent Complaints Panel might consider when making their evaluations of what constitutes particular appeal to under-18s with detailed indicators on; colour and clarity, characters, names and logos, collectability, licensing, flavour, aspirationalism and cultural relevance.
The report will be used to inform an updated version of particular appeal to under-18s guidance later in the year alongside new case precedents from the Independent Complaints Panel.
If you are an alcohol producer or marketing agency working with alcohol brands and you’d like free and confidential advice on whether packaging and marketing may particularly appeal to under-18s you can contact the Portman Group’s Advisory Service for a view using our or direct email address advice@portmangroup.org.uk.
Author: Laura Blackmore
Laura is responsible for providing tailored regulatory advice and training under the Portman Group’s Codes of Practice. Laura brings experience from a successful career in education, leadership and management. Laura utilises her educational background to deliver bespoke training and advice through the Portman Group’s advisory service.
Meteorologists say summer began on June 1st, Astronomists say the date changes in line with the summer solstice and this year it will start on June 21st. Meanwhile many people in the U.K feel like summer arrived early for 2026 with the hottest May bank holiday on record. The bright and sunny weather brings a great opportunity for marketing cool and refreshing drinks, here’s the Advisory Service’s guide to making sure alcohol marketing doesn’t make you sweat!
Social Success
Marketing lines which place alcohol as a legitimate accompaniment to a social occasion are acceptable but producers should be careful not to tip over into suggesting that alcohol can be a catalyst to social success. Lines such as ‘get the summer started’ could be interpreted as a suggestion that consumption of the drink could improve the success of the summer season. We would instead recommend that marketing lines focus on the quality and taste of the drink, for example ‘a refreshing choice for your summer drinks’.
Novel packaging
Packaging which makes drinks easy to freeze or easier to carry and reseal when outdoors are often popular in the hotter months. Novel packaging is not inherently an issue under Code rules, but care should be taken to ensure that the alcoholic nature of the drink is absolutely clear to avoid any confusion for consumers.
Water sports and beach play
Producers often want to use beach or pool scenes to communicate the summery nature of their product. Creative designs can be acceptable under Code rules so long as care is taken to avoid any images that suggest the drink has been consumed before or during taking part in water sports or swimming. Additionally, some beach and pool accessories may particularly appeal to under-18s, such as buckets and spades or inflatables with child-friendly themes and so these images should be avoided to minimise risk.
Therapeutic benefits
Alcohol marketing should not suggest that consumption of a drink can change mood or behaviour. Presenting a chilled drink as a serving suggestion is acceptable, but care should be taken to avoid any suggestion that a chilled drink could make a consumer feel ‘chilled’ or relaxed.
Alcohol Alternatives
Alcohol alternatives are a popular choice during warmer weather especially for those who may be designated driver on beach or festival days. Just as with alcohol products, it is important to minimise consumer confusion, an alcohol alternative drink should make it clear that it is below the threshold to be considered an alcoholic drink. This could be achieved by communicating the product’s ABV or using a descriptor where appropriate i.e., ‘alcohol-free’.
Just like alcohol products, a drink its packaging and any promotional material or activity should not have a particular appeal to under-18s. The alcohol alternative category is intended for adult consumers and so any marketing or associated merchandise should not have a particular appeal to under-18s.
Free Advisory Service
If you are an alcohol producer or marketing agency that would like to access free, fast and confidential advice for your summer activations, please do get in touch using our webform or direct email, the Advisory Service will be happy to hear from you.
Author: Laura Blackmore
Laura is responsible for providing tailored regulatory advice and training under the Portman Group’s Codes of Practice. Laura brings experience from a successful career in education, leadership and management. Laura utilises her educational background to deliver bespoke training and advice through the Portman Group’s advisory service.
The Men’s FIFA World Cup 2026 is set to begin on 11 June, for the first time the tournament will be co-hosted by three countries; Canada, USA and Mexico and a record 48 teams will be taking part. The enthusiasm around the World Cup is sure to inspire some creative marketing ideas for alcohol brands and the Portman Group’s Advisory Service is at the sidelines ready to help balance innovation with a responsible approach to marketing. Alcohol producers and marketing agencies are welcome to get in touch for free and confidential advice using our webform or direct email address. Here are some football themed guidance topics, ready to help abide by the Portman Group Codes of Practice and avoid any own goals!
Sponsorship
Drinks companies may sponsor football teams but there are some important rules to be aware of. To begin, at least 75% of the team must be aged 18 or over and any under-25-year-olds should not be used individually, or in a significant role, in brand promotional material. For example, a poster featuring a ‘player of the match’ alongside an alcohol logo would not be suitable for players under 25 years of age. Players over 25 can be featured in brand promotional material but any suggestion of them consuming the drink should be clearly post-match and should not suggest that it can enhance physical capabilities such as post-match recovery.
Particular appeal to under 18s
Football itself has a notably broad appeal, but care should be taken with elements of promotional activity that may have a particular appeal to under-18s. Some mascots, especially animal or cartoon character mascots, are more likely to have a particular appeal to children and as such they should not wear alcohol branded clothing or interact with the brand in any way. Likewise, any merchandise such as children’s clothing or items designed for children (such as a child’s single duvet cover or lunchbox) should not feature an alcoholic drink’s branding.
Sampling
Sampling is a great way to introduce consumers to the taste and quality of a drink, but care should be taken to avoid any risk of immoderate or irresponsible consumption. Sample sizes should ensure that consumers do not exceed 4 units in one drinking session. Sampling activity should not take place in areas where children may gather, like play areas. Or where people are likely to have driven to, such as an out-of-town retail park. The World Cup is set to have 13 different kick-off times and the time differences mean some games may be very early in the morning UK time. We would recommend not scheduling sampling activities in train stations at times where people may reasonably be heading off to work afterwards. Producers should also use the Challenge 25 approach and avoid any marketing that could particularly appeal to under 18s, for example brightly coloured novelty balloon displays.
Experiential marketing
Immersive and interactive marketing is a great way to make products stand out, we know that gamified experiences such as fairground or arcade style activities are a popular way to encourage consumers to interact with a brand. We recommend that care is taken to ensure that fun experiences do not tip over into being particularly appealing to under-18s. Depending on presentation, we know that under-18s can be particularly drawn to bright colours and friendly looking anthropomorphic characters so these should be avoided along with prizes that include collectible elements such as stickers or toy-like items.
If you are an alcohol producer or marketing agency that would like to access free and confidential advice ahead of your World Cup inspired summer activations, please do get in touch using our webform or direct email, the Advisory Service will be happy to hear from you.
Read how newly updates Guidance on Alcohol Sponsorship
Over the years the Portman Group has worked with a huge number of alcohol producers and most of the time those interactions are positive and constructive.
Like many growing brands, Tiny Rebel’s early interactions weren’t without challenge. But through open conversation and a better understanding of the landscape, that relationship has evolved into a more collaborative and proactive one.
Understanding that compliance and regulation are there to protect consumers rather than intentionally punish producers. We sat down with Brad Cummings, Founder of Tiny Rebel, to understand where they’ve come from as a business, where they are now and where they want to be in the future.
How did you feel when you first heard from the PG?
“At the time, we were a young, fast-growing business and Cwtch was a huge brand for us, so naturally it got our attention straight away. Like most founders, your instinct is to protect what you’ve built, so we were probably a bit defensive early on. But pretty quickly we realised there was an opportunity to take a step back and better understand the landscape we were operating in.
“Since then, our approach has evolved. We now build compliance into our process from idea concept stage. It means we can still push creativity but do it in a way that works for everyone. The relationship with the Portman Group today is very different to where we started, it’s collaborative, it’s proactive, and it helps us move our brands forward with more confidence.”
Can you tell us more about your B Corp status and what that means to you?
“Becoming a B Corp was a big milestone for us, but it wasn’t something we chased overnight. It came out of a wider piece of work we did post-Covid through our ‘Fit for the Future’ strategy, where we really challenged ourselves on what kind of business we wanted to be long term.
“What we found was that a lot of the principles of CSR (Corporate Social Responsibility) – people, community and planet were already part of how we were working. B Corp gave us a clear framework to measure, improve and hold ourselves accountable – it’s not about being perfect, it’s about continuous improvement.”
What does it mean to you to be a part of the community here in Newport?
“It means everything to us. Newport is where we started, it’s where we grew up, and it’s still at the heart of everything we do.
“We’ve always believed that if you’re building a business in a community, you’ve got a responsibility to contribute to it as well. Whether that’s creating jobs, supporting local causes, or just building places where people can come together and have a great time.
“As we’ve grown, that’s only become more important. We’re really proud to represent Newport on a bigger stage, but equally proud of what we can give back locally.”
Matt Lambert, CEO of the Portman Group, adds, “Tiny Rebel is a great example of a company that faced several complaints but by working cooperatively with the Portman Group’s free Advisory Service has been able to retain their distinctive style and character whilst remaining compliant with the Codes. Our Advisory service is a free and confidential service available to the whole industry.”
When Lewes-based Beak Brewery, founded by Danny Tapper in 2019, received a complaint about ten of its product range, it was a stressful moment. Following a ruling by the Independent Complaints Panel, six of those products were found to breach Code Rule 3.2(h). which states that a drink, its packaging or promotion should not have a particular appeal to under-18s. For a small brewery, this raised fears of a costly rebrand, reputational damage and major disruption.
Instead of panicking, Danny chose to engage openly with the Portman Group’s Advisory Service in the aftermath of the upheld decisions. Working with us to address the areas of concern identified by the Panel and taking the necessary steps to ensure that the brand’s identity was retained while being mindful of the Code. What could have been a punitive process turned into a collaborative and educational experience.
Danny Tapper, Founder of Beak Brewery, “Without being overly dramatic, when we received that first letter from the Portman Group, it was one of the worst days of my life. It was just the fear of not knowing how this would affect the business we’d worked so hard to build. The complaint was against pretty much our whole product line and so it felt devastating.
“However, when we spoke to the team at the Portman Group, we realised very quickly that they were trying to help us and the whole process felt a lot more balanced and collaborative. We had imagined that in the worst case we would need to change our whole logo and every product but, in the end, it was an amend not a complete overhaul.
“In fact, it was a beneficial process for the brand, it gave us a chance to distil what our brand was about and the complaint was against the products that perhaps weren’t the most reflective of the wider Beak brand and so we had the opportunity to change those and as a result we’ve developed really strong brand guidelines.”
As part of the process, Beak Brewery also used the Portman Group’s free, confidential Advisory Service to help guide future product development and potentially avoid similar issues down the line.
The outcome was positive for Beak Brewery. The necessary changes were made without a complete rebranding, which ultimately benefited the brand. The process allowed the brewery to refine their brand guidelines and distil their brand story. The customer base reacted supportively, and the brewery’s relationship with the Portman Group was strengthened.
Laura Demorais, Director of Regulatory Affairs said, “Complaints don’t need to be a disaster, being on the receiving end of a complaint letter from the Portman Group is not necessarily an indication that a product is in breach of the Code, at that point it’s just the view of the complainant and the start of an investigative process. I’d encourage all producers in this situation to engage with the process in a transparent way and to take the opportunity to explain their brand identity and creative marketing choices in the context of the Code. The Panel will always look at the whole picture which will include the product, the complaint and the producer’s response.
“If a product is found in breach of the Code, our free, confidential Advisory Service is on hand to offer guidance and it’s great to see how this helped Beak Brewery”.
Matt Lambert, Portman Group CEO, “The experience that Beak Brewery had with the Portman Group highlights that our complaints process is fair, transparent, and supportive. As a proactive and pro-growth regulator, the Portman Group always focuses on proportionate regulation to protect consumers and support responsible businesses; and engaging with us in an open and productive way can turn challenges into opportunities. We’re grateful to Beak Brewery for working with us to fully address the issues raised in the complaint and to bring their marketing in line with the rules in the Code of Practice.”
Danny’s final advice to fellow producers: “My advice to others if they get a letter from the Portman Group is not to panic, keep the relationship and the communications positive, it’s very easy to be defensive but being open and transparent is the best way forward.”
For over 25 years, the UK alcohol industry has worked proactively to ensure that alcohol labelling is both socially responsible and informative for consumers. As a direct result of the Portman Group’s Alcohol Labelling Guidelines, consumers now have access to more product and health information than ever before on packaging.
This includes:
- Chief Medical Officer Low Risk Drinking Guidelines
- Pregnancy warning
- Unit information
- Signposting to the independent alcohol education charity Drinkaware.
We recently published our latest review of alcohol labelling which covers 500 products from the top brands on the UK market and is the largest and most comprehensive survey of its kind.
The results encouragingly show near universal adherence to our voluntary best practice standards covering pregnancy warnings and unit labelling, as well as a a significant increase in the number of products carrying the Chief Medical Officers’ Low Risk Drinking Guidelines since our last review in 2021.
We have already begun engaging with the small number of producers identified in this review to close the remaining gaps in the market and to ensure further take up of the guidelines. It’s reassuring that many producers have already confirmed that labelling changes are underway.
We are also clear that this information should not be hidden away on labels, so it is welcome to see the vast majority of producers enhancing the visibility of information, such as through separate boxes on labels. We will be further clarifying our advice to producers that this is our recommended method for presenting Portman Group best practice.
It is particularly positive to see so many brands also going above and beyond to showcase additional elements such as calorie information, drink driving warnings and age restriction – further demonstrating a serious and widespread commitment to responsible marketing and tackling harm.
It’s important to note that all of this has been achieved without any need for government legislation and at no cost to the UK taxpayer. It highlights the ongoing success of voluntary partnerships within the industry to achieve our shared objective of informing consumers and preventing alcohol misuse.
We intend to keep a close eye on the market and continue to work in partnership across the sector and government, to ensure that health information is present on products and is accessible and easy-to-read for consumers.
Another British summertime is upon us which means we can look forward to a season filled with sports, festivals and if we’re lucky, maybe even some sunshine. It’s an ideal time for marketers to target consumers with engaging brand activations, but it is vital that care is taken to ensure these activities are conducted responsibly. Avoid a blunder with our hat trick of top tips.
Competitions for the off-trade
Many alcohol brands choose to engage with their customers by running promotions where the public have the chance to win tickets to an activity – like a sporting event, festival or even a holiday. While off-trade drinks are designed to be taken home to consume, care must still be taken that the mechanism for participating doesn’t inadvertently encourage immoderate consumption.
For example, if a brand is running a promotion or competition then a consumer may purchase several bottles or cans of a drink in order to maximise their chance of winning. Now, providing the drink has a reasonable shelf life, this would not necessarily be an issue under the Code because the consumer can then choose to drink the products at their leisure over a longer period of time. However, if the promotion or competition requires a drink to be opened in order to enter the competition (for example to get a unique entry number on the lid of the drink), and there was no limit to the amount of times a consumer could enter the competition, then a person could open and therefore potentially consume multiple drinks in order to maximize their chance of winning.
The competition would then become the catalyst for them drinking more alcohol, so the Advisory Service would suggest that the entry mechanic should not require the drink to be opened or that a limit is placed on the amount of times someone could enter per week.
On-trade promotions
Unlike the off-trade, promotions in the on-trade usually involve a consumer drinking at the point of purchase. For that reason, producers need to take extra care that they are not encouraging a person to drink immoderately or irresponsibly. The Advisory Service recommends that a person should not be encouraged to drink more than four units of alcohol in one sitting and should not drink more than 14 units of alcohol in a week in line with the Chief Medical Officer’s’ low risk drinking guidelines.
It can be tricky to run a promotion or competition in the on-trade, but it is the view of the Advisory Service that this sort of marketing can still be done in a socially responsible manner. We would recommend that if a producer is running a competition to win a prize, where purchase of a drink is required for entry, then entries should be capped at a limited number per consumer.
For example, if entry to a competition required the purchase of a drink which contained 1.5 units of alcohol, we’d suggest capping the number of times a consumer could enter at two drinks (three units of alcohol). This would help to avoid indirectly encouraging immoderate consumption.
Experiential Marketing
Lots of people will be out and about over the summer and for a lot of producers, promotional events or experiential marketing will be on the cards. However, one of the biggest concerns we see in the Advisory Service is this sort of marketing potentially having a particular appeal to under-18s.
While a lot of summer events are family friendly, even events which are restricted to over-18s should ensure that marketing does not have a particular appeal to under-18s. The test of this Code rule is not one of quantity but the way in which something appeals. It is important to remember that the Code applies to experiential marketing and so including items or themes as part of the experience which could have a particular appeal to under-18s is unlikely to be acceptable.
It is hard to say if any one element is likely to cause an experience to have a particular appeal to under-18s, but producers can reduce this risk by including elements which are likely to have a more adult appeal. Games such as tag, swing ball, water fights or slip and slides are all more likely to resonate with children than they are adults so we would suggest avoiding them. Instead, activities which are more adult focused like darts, badminton or tennis are likely to be okay as these are likely to have broad appeal to all age groups.
Similarly, incorporating items or themes which do not have a particular appeal to under-18s is also really important. For instance, balloon animals, teddies or clowns are all likely to have a particular appeal to children and should be avoided.
There are a lot of elements to consider but whatever your marketing plans are for the summer, the Advisory Service is here to help. Our full guidance can be found online here or you can contact us for a free, confidential and non-binding view at advice@portmangroup.org.uk.
The Portman Group’s latest survey, conducted by YouGov in 2023, marks a pivotal shift towards low and no alcohol consumption across the UK. As the market for these alternatives expands, understanding consumer motivations, behaviours, and preferences becomes crucial for stakeholders across the spectrum.
Key Findings
- Widespread adoption: 64% of UK adults have now tried low or no alcohol products, up from 59% in our 2020 survey, indicating a broadening consumer base. This includes 75% of alcohol drinkers, compared to only 33% of non-drinkers.
- Increased consumption: There’s a notable increase in semi-regular consumption, up to 35% of UK drinkers from 25% in 2020, highlighting growing consumer acceptance and regular inclusion in lifestyle choices.
Aiding moderation: 23% of current alcohol drinkers in the UK report reducing their alcohol consumption due to low and no alcohol alternatives.
Important tools for harm reduction
For the sixth year in a row, the most cited reasons for why customers choose low and no alcohol are being able to drive home and not drinking excessively at social events – highlighting how these products are important tools to tackle harms such as drink driving and binge drinking. Collectively minimising health concerns or current medical reasons was also cited by a large proportion of respondents, highlighting a move towards a more health-conscious society. The desire for social inclusion without the effects of alcohol, coupled with an increasing focus on responsible drinking and moderation are also fuelling the drive towards products which facilitate low-alcohol or alcohol-free drinking.
Generation Sober-Curious
Young adults lead the charge in embracing low and no alcohol options, an inclination that suggests a generational shift in attitudes towards alcohol – a phenomenon that has been dubbed as ‘Generation sober-curious’. Almost half of respondents ages 18-24 said they drank semi-regularly (44%), up 91% from 2020 (23%). However, our results also show a significant increase in regular or occasional use across all age groups since 2020.
Brand-share as the key entry point
As the market matures, the diversity and availability of low and no alcohol alternative products are expected to grow, further embedding these choices into mainstream consumption habits. Most notably, brand-shared low and no alcohol versions of popular alcoholic beverages serve as a significant entry point, underscoring the importance of brand familiarity in consumer choices, and signifying how the evolution of consumer preferences is being both reflected by the industry.
When and where the public drink alcohol alternatives
Pubs and bars remain the most popular locale for low and no drinking habits, with over a third of respondents choosing to opt for alcohol alternatives when visiting these establishments.
Alcohol alternatives also appear to be popular within social contexts, with 31% of alcohol alternative drinkers saying they drink them at home socially with friends or family, followed by 23% drinking them out at a friend or family member’s house.
Low and no drinkers are also most likely to favour these products when alternating with alcoholic drinks. The second most cited response was on ‘drink free’ days during the week – highlighting that these products are not just for periods of abstinence such as Dry January but all year round.
Facilitating a move to mindful consumption?
The findings here suggest that low and no alcohol alternatives are facilitating a distinct movement towards mindful consumption within the UK’s drinking culture.
Our survey illustrates that increasingly health-conscious consumers are saying that these products have helped them cut back their alcohol consumption as well as avoid harms such as binge drinking and drink driving when out – feeding into the Government and industry’s shared goal to promote a moderate and responsible relationship with alcohol across the UK.
Our research also suggests that low and no drinkers continue to favour drinking these products socially and in hospitality settings such as pubs and bars emphasising the importance of increasing the availability of low and no options wherever an alcoholic product appears on sale.
We welcome producers, retailers, pubs and the wider hospitality industry continuing to work together to increase choice, availability and visibility of alternatives, as well as initiatives such as instore tastings to help consumers overcome outdated taste prejudices.