Athletic: ‘Have a good low & no offer and promote it with pride’

Athletic Brewing, which is based in North America, increased its listings at managed Mitchells & Butlers sites to more than 230 venues earlier this year.

Its flagship beers are Run Wild IPA, Upside Dawn Pale Ale and Athletic Alcohol-Free Lager – all of which are under 0.5% ABV – with the former being available at selected pubs and restaurants while all three are available in cans for the on-trade.

Athletic Brewing senior comms manager Chris Furnari said: “The success of the alcohol-free category comes down to two key factors: offering a great selection and proudly promoting these options.

“For example, M&B has introduced a dedicated section on its menu for alcohol-free adult alternatives that helps generate excitement and sets these options apart.

“Additionally, their staff are well-trained and have taken the time to become familiar with the category. As a result, they can confidently recommend an alcohol-free option, like those from Athletic, which helps customers feel more informed and enthusiastic about trying these products.”

Peak purchasing power​

Furnari added the reasoning why pubs should stock low & no beers as a forward move by society.

He said: “In today’s on-trade environment, a growing number of consumers are seeking alcohol-free options for various reasons.

“In any group of four or five people, there are likely two or three who are actively looking for and excited to find an alcohol-free option.

“This trend is especially strong among Millennials and Gen Z consumers, who are entering their peak purchasing power and becoming increasingly important to pubs.

“At Athletic, nearly 80% of our consumers are under the age of 45. For pubs looking to maintain foot traffic outside of weekends and major sporting events, offering an appealing alcohol-free range is key to driving higher weekday visits.”

Research cited by Athletic, which was founded in 2017 by Bill Shufelt and John Walker, shows 75% of UK adults are actively moderating their alcohol consumption while 44% 18 to 24-year-olds now consider themselves either occasional or regular drinkers of alcohol alternatives – up from 31% in 2022. Additionally, almost 40% of consumers in this age group abstain from alcohol altogether.

Consider a draught offer​

If a pub wanted to start a low & no beer offer, Furnari’s advice is: “Start by integrating alcohol-free options into your menu through lunchtime deals or other special offers.

“It’s also important to cater to different taste preferences by offering a variety of styles, such as lagers, IPAs and pales.

“Additionally, a pub operator looking to expand its alcohol-free assortment should consider a draught offering and utilise visible point-of-sale materials to increase awareness among patrons.”

He added visibility on the menu and enthusiasm from staff members are essential, and added one of the most visited pages on the Athletic website is its store finder that shows many consumers decide where to eat and drink based on the brands available before they arrive.

Although there are no immediate plans to add new styles to our range in the UK, Furnari said its brewing team is always innovating and experimenting with new brews so nothing has been ruled out in the longer term.