The UK beverage industry is experiencing a significant shift in consumer preferences, with a growing demand for low and non-alcoholic drinks.  

As brewers, microbreweries, and distilleries adapt to this evolving market, it is essential to leverage effective marketing channels to reach the right audience. Bauer Media’s extensive audio platforms offer an unparalleled opportunity to promote your low and non-alcoholic ranges to a broad and engaged listener base. By tapping into this trend, you can position your brand at the forefront of a movement that is gaining momentum. 

The Growing Demand for Low and Non-Alcoholic Beverages 

Consumer interest in low and non-alcoholic drinks has surged in recent years, driven by health consciousness, lifestyle changes, and social trends.  

The Portman Group’s sixth annual survey, conducted in partnership with YouGov, provides valuable insights into this shift. The survey found that nearly one in three UK adults had consumed a low or non-alcoholic product in the past 12 months. This trend is particularly strong among younger demographics, with 41% of 18-24-year-olds choosing low or non-alcoholic options. *  

In fact, trends also indicated that the younger generation are now the most sober age group overall, with 39% of 18–24-year-olds not drinking alcohol at all. *  

The survey also uncovered that, UK consumers drink alcohol alternatives to avoid drinking excessively at social events and to be able to drive home.  

Another reason behind this switch is due to low or non-alcohol alternatives now being available. 

A clear indication that the future of the beverage industry is leaning towards moderation. 

These findings align with broader societal trends, where consumers are increasingly mindful of their health and well-being. Many are choosing to reduce their alcohol intake, whether for health reasons, personal preference, or social responsibility.  

As a result, the market for low and non-alcoholic beverages is expanding rapidly, presenting a unique opportunity for brewers and distilleries to cater to this growing demand. 

The Impact of Go Sober for October 

Campaigns like Go Sober for October, organised by Macmillan Cancer Support, have played a crucial role in popularising the concept of alcohol-free living, even if only temporarily.  

This annual event encourages people to abstain from alcohol for the month of October while raising money for cancer support services. The campaign has seen widespread participation, further boosting the visibility and acceptance of low and non-alcoholic options. 

For brewers and distilleries, Go Sober for October is an excellent opportunity to highlight your low and non-alcoholic ranges. By aligning your brand with this well-known campaign, you can increase your products’ appeal to consumers who are looking to maintain their social activities without alcohol.  

It also allows you to reach a health-conscious audience that may not have previously considered your brand. 

Why Bauer Media? Reaching the Right Audience 

Bauer Media’s audio platforms provide an ideal way to connect with consumers who are actively seeking out low and non-alcoholic beverages.  

Here’s why: 

• 3.6 Million Bauer Listeners say they try to lead a healthy life (no alcohol, no smoking, regular exercise etc.) †  
• 2.3 Million Bauer Listeners fit the most sober profile, sitting within the 18–24-year-old age group.  ‡ 
• 2 Million Bauer Listeners consume non-alcoholic spirits, wines & premium soft drinks. They are 35% more likely than the national average to do so. †  
• 2.1 Million Bauer Listeners consume non-alcoholic beer & cider. †  

Our network includes popular radio stations such as Absolute Radio, Hits, Kiss, and Greatest Hits Radio, each catering to different demographics but collectively offering a wide-reaching platform.  

Here’s a summary of why Bauer Media is the perfect partner for promoting your low and non-alcoholic products: 

1. Extensive Reach 

Bauer Media’s radio stations reach 15 million listeners across the UK, offering a diverse audience that includes health-conscious individuals, trendsetters, the most sober age group and those participating in campaigns like Go Sober for October.  

Our listeners are engaged, loyal, and always on the lookout for new experiences—making them the perfect audience for your low and non-alcoholic ranges. 

2. Creative & Targeted Messaging 

With our deep understanding of audience demographics, we can help you craft targeted messages that resonate with your ideal customers. Whether you want to highlight the health benefits, the craftsmanship behind your products, or the perfect occasions to enjoy them, Bauer Media’s creative teams can help you deliver a compelling story. 

3. Integrated Campaigns 

In addition to radio, Bauer Media offers opportunities for digital advertising across our websites and social media platforms. By integrating your campaign across multiple channels, you can ensure that your message reaches listeners wherever they are—whether they are tuning in on their morning commute or scrolling through social media. 

Take the Next Step: Promote Your Low/Non-Alcoholic Range with Bauer Media 

The low and non-alcoholic beverage market is booming, and there is no better time to position your brand at the forefront of this trend. By partnering with Bauer Media, you can reach a vast and engaged audience, share your brand’s story, and drive tangible results. 

Don’t miss the opportunity to showcase your low and non-alcoholic products to a receptive audience.  

Contact us today to learn more about how Bauer Media can help you achieve your marketing goals and grow your brand in this exciting market. 

Source: * You Gov Survey in association with the Portman Group Jan 2024 ‡ Rajar Q2 2024 † TGI GB July 24. Listened in the last month