Matt Lambert, CEO of the Portman Group – the alcohol social responsibility body and marketing regulator said:

SHAAP’s concerns are unfounded and are an unhelpful attack on products which are used by, and targeted at, existing alcohol drinkers to help them moderate their consumption and reduce harms including drink driving.

“Our annual low and no YouGov survey shows that Scotland has the highest proportion of low and no drinkers in the UK, and over one fifth (22%) report that their weekly alcohol consumption has fallen as a result of low and no alternatives. The survey also shows that the vast majority (85%) of consumers first try a low and no alcohol alternative through a product that shares its branding with a regular strength drink. This is due to familiarity of taste and opportunity to see through marketing campaigns.

“The growth of the category is a great example of industry responding to changing consumer demands by providing a wide range of lower strength products which are part of familiar long-established brands. It is counter intuitive to reduce the opportunities for consumers to see products that help them moderate their consumption of alcohol.”

Portman Group / YouGov study 2022:

  • Almost a third (32%) of Scottish drinkers consume low and on alcohol alternatives semi-regularly