Weeks after temporarily converting a London meatshop into a meat-free butchers in celebration of World Meat Free Week, Sainsbury’s will be launching the UK’s first “no- and low-alcohol pub.” Dubbed “The Clean Vic,” the pop-up bar will open its doors at the The Old Crown Public House from July 24-25, serving a wide range of beers, wines and mocktails. All beverages on offer will be entirely non-alcoholic or have an ABV of just 0.5 percent.

This comes as Sainsbury’s has seen a 31.8 percent increase in sales of low- and no- alcohol products in the last twelve weeks and a 33 percent increase in customers searching for non-alcoholic products online.

Alcohol reduction has become a key platform in the “balancing act” trend that the food and beverage industry has been addressing for several years. Lightness in alcohol content, sweetness, flavor and texture, as well as portion size, is gaining momentum in alcohol-based beverages, as consumers continue to look for ways to eat and drink more healthily and “light,” yet still enjoy what they love.

A recent Innova Market Insights survey (US, UK, France, Germany, China and Brazil) revealed that one in four consumers have cut down on their alcohol consumption in recent years. Offering solutions that are lower in alcohol but still full of flavor and experience, is expected to be on trend throughout 2019 and beyond.

At the two day event, thirsty patrons will have the chance to sample the UK’s first non-alcoholic dark distillate, Celtic Soul, which offers a “refined and sophisticated” drink experience that takes on the appeal of whisky. The new tipple will be offered alongside over 20 types of drinks available at Sainsbury’s, including a range of beers such as Lucky Saint, mocktails such as an Everleaf – a non-alcoholic aperitif – spritz, and a collection of alcohol-reduced wines.

Entry to the pub will cost £5 (US$6.19), which also entitles attendees to two drinks of their choice and two bar snacks throughout their visit.

The Clean Vic No & Low Alcohol pub will also be offering immersive masterclasses for consumers looking for inspiration on how to cut down on their alcohol intake. Millie Gooch, Founder of the Sober Girl Society blog, will be hosting a mocktail mixology masterclass, alongside tasting sessions of no- and low-alcohol ABV beers and lagers with a beer tasting session. Workshop attendees are entitled a free entry to the pub afterwards.

“We’re seeing a really exciting spike in the no and low alcohol category at Sainsbury’s which has been growing since 2001,” says Anne Cooper, Buyer at Sainsbury’s. “With an increasing number of products now available, those who want to hold off on alcoholic beverages don’t need to miss out on the experience of enjoying a beer with friends or even a mocktail made with a delicious non-alcoholic distillate.”

Alcohol-reduction sparks interest in younger consumers
Consumption habits have changed significantly over the last decade and today, people under the age of 35 consume much less alcohol than previous generations. The industry is seeing younger, health-conscious and more open-minded individuals leaning towards new beverage creations from the craft segment, and ready-to-drink (RTD) cocktails with reduced-alcohol content and natural ingredients.

But from speaking to consumer groups, the UK retailer determined that there are still uncertainties among shoppers as to what these no and low alcohol products taste like and how they are made. The curated workshops in The Clean Vic will help customers learn more about these drinks, providing key tasting notes given by the experts.

This year, the reduced alcohol space is further expected to proliferate with new offerings, as consumers seek more healthful ways of social drinking. The use of new flavors for craft beverages will make particular waves in the beverage space, as NPD will be pushed by botanicals, herbs and floral flavors.

Last month Wine Water, Ltd. launched Chardonnay and Cabernet Sauvignon-essence water in a bid to refresh the “infused water” landscape and keep pace with the demand for alcohol-free and all-natural beverages. The two beverages are comprised of purified water and the “hidden nutritional benefit” of upcycled wine grape residue, transforming the leftovers from the winemaking process into aromatic, indulgent essence waters.

While the demand for “light” or reduced-alcohol drinks is gaining traction in 2019, the movement has enjoyed time in the spotlight for some time. The teetotaller trend has been gathering momentum, demonstrated through the innovations of significant beer manufacturers, such as Heineken and Guinness, who have adapted their marketing of lighter-alcohol drinks towards the more mainstream consumer.

In January 2018, Guinness launched its first non-alcohol lager, “Open Gate Pure Brew,” touted as a full-flavored, non-alcoholic lager. Heineken 0.0 hit the shelves in Barcelona, Spain in May 2017 and has since been released in over 30 countries. By targeting millennials and young professionals, there has been a substantial increase in the uptake in the sales of low- and no- alcohol beverages.

And in August 2018, Heineken launched Hi-Fi Hops, a new beer-like beverage from California beer brand Lagunitas, which is made with THC, the primary psychoactive ingredient in cannabis, as a replacement for alcohol. According to Heineken, the launch was part of a growing trend of established companies diving into the marijuana industry.