Ten million Brits claim to be teetotal, so you might think there’s an obvious target market right there for brewers making alcohol-free beer. But the reality is that 90% of people consuming such beers are already drinkers: it’s all about substitution, usually when they’re driving.
It’s currently a small market, but growing at around 30% a year, according to James Crampton, Corporate Affairs Director at Heineken UK, who believes there is a larger untapped market out there. There’s a big chunk of the population (70% of adults) who would like to lead a healthier lifestyle, which includes being mindful about...