New research has found that simple changes within pubs can encourage customers to choose alcohol-free options without negatively impacting overall drinks revenue. The study, involving researchers from Anglia Ruskin University (ARU) and the University of York, tested various behavioural interventions, or 'nudges', in three UK pubs.
These interventions included placing alcohol-free beer in fridge displays, using promotional information throughout the venues, and introducing alcohol-free beer on tap. While promotional posters had a limited effect, physical changes to product availability led to increased sales. Offering alcohol-free beer on draught proved particularly successful, resulting in a significant rise in sales of NoLo (no-and-low alcohol beverages).
Crucially for the hospitality sector, this shift did not negatively affect total drinks revenue. The study observed that while sales of alcoholic beer were not reduced, substitution patterns varied based on how alcohol-free beer was presented. Canned alcohol-free beer sales were associated with a decrease in wine and spirits sales, whereas draught alcohol-free beer was linked to lower sales of soft drinks. Environmental factors, such as warmer weather, also correlated with higher NoLo sales.
No-and low-alcohol products are increasingly integrated into harm reduction policies, including the UK's 10-Year Health Plan and World Health Organization prevention strategies. Dr Franziska Sohns, Associate Professor in Economic Geography at ARU, commented on the findings.
“"Consumer attitudes towards alcohol are changing, with growing numbers of people choosing to moderate their drinking while still enjoying social occasions. Our research shows that relatively simple changes can make alcohol-free options more visible and appealing, helping customers make different choices without restricting those who wish to drink alcohol. Importantly, the findings demonstrate that pubs and hospitality businesses do not have to choose between supporting lower alcohol choices and maintaining drinks revenue. Offering attractive alcohol-free options on tap can help achieve both goals."
