A recent Guardian story has reported that drinks manufacturers and supermarkets will be increasing their promotion of low-alcohol drinks in the run-up to Christmas. Market research has reportedly indicated that there is further demand for lower-strength drinks as a result of 'growing consumer demand and increasing health concerns about drinking'. Recently it was highlighted that people are drinking more by 'stealth', partly as they are unaware of the higher alcohol content of some drinks.
Recent changes to European regulations are also likely to promote opportunity in the low-alcohol sales market, having removed restrictions on methods of reducing alcohol content during manufacture. Consumer analysts Nielsen have found that the category of low-alcohol drinks, which includes no-alcohol beers, wines and ciders, has seen sales growth of a rise of 11% in the last 12 months, worth £25.2m. Jeremy Beadles, chief executive of the Wine and Spirit Trade Association (WTSA) said: "Given the prevailing public agenda around healthy living, it's timely for the trade to be sharing information and expertise on lower alcohol wines."
But health lobbyists may take a more cynical view of the motivations for promoting lower alcohol products. Over recent years sections of the industry have opposed calls for regulation such as through minimum pricing and labelling. Don Shenker, chief executive of Alcohol Concern, wrote in this month's Drink And Drugs News that 'The industry has won the battle of regulation'. He argues that the industry's recent £100m 'Campaign for Smarter Drinking' has "...come up with the goods just in the nick of time, staving off mandatory legislation for unit and health information at all supermarkets, pubs, bars and off-licences." Shenker also expresses that the industry have proved they are not suitable for self-regulation and that the campaign's strap-line 'Why let the good times go bad?' could "..actually reinforce the notion that you need alcohol to have a good time."
Somewhat amusingly, bad-boy drinks producers BrewDog who courted criticism over launching Britain's strongest beer Tokyo Stout (18.2% abv), recently responded to pressure from the Portman Group by launching a 1.2% abv ale entitled 'Nanny state'. Story here.
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