Small Beer Brew Co, which specialises in classic beer styles below 2.8% ABV, expanded its presence throughout Fuller’s in January, listing in more than a quarter of locations with available guest lines.
After a record-breaking beginning to 2020, Small Beer anticipates momentum to continue well into February and beyond.
The emphasis that charity Alcohol Change UK’s Dry January campaign has had on attitudes towards alcohol consumption is starting to filter into long-term lifestyle choices, says the brewer.
A recent YouGov survey that closely monitored the annual campaign of month-long sobriety noted that 72% of the 22,760 respondents polled planned to consume less in the long term, suggesting that the focus on cutting alcohol intake is shifting into a wider macro-trend across the year, rather than a temporary trial period.
It is through providing an answer to sustainable moderation beyond January that Small Beer says it is benefiting from continued sales opportunities, as this emerging sector of cutting back without the need to compromise continues to grow.
Small Beer has noted a shift where pubs are now looking to list a low-ABV beer on draught — a graduation from being relegated to bottle stock in fridges as an apologetic option, should somebody ask for one. Sites such as The Anglers, The Hydrant, and The Banker, among others, even poured two styles of Small Beer during January, further highlighting appetite for the category, where exploration is just as important to customers as it is across bigger beer.
The building enthusiasm for the low- no-alcohol category has seen Small Beer enjoy continued growth. With a greater presence in both on-trade and retail nationwide, Small Beer can be found in bottle and on draught throughout London and beyond.
