Morrison’s is the latest retailer to give more shelf space to alcohol-free beer, selling St Peter’s Without Gold in more than 300 stores from this month.
Sales of alcohol free beer have risen by nearly 50% in the last five years as increasing numbers of people become more mindful of their drinking habits, cutting down on their units or stopping drinking alcohol completely.
Without Gold is the second zero-alcohol craft beer produced by Suffolk brewery St Peter’s, and this new listing with Morrison’s will allow the brewer to target an even greater number of ale and lager drinkers who seek a bona fide alcohol-free alternative.
Chief executive, Steve Magnall, said: “We are delighted to have secured this national deal to sell Without Gold through Morrisons. Without Gold has such a broad appeal and really is a delicious alternative to lager and ale.”
St Peter’s Brewery, which launched its first alcohol-free beer, Without Original, in August 2016, has seen sales of its alcohol-free beers soar in the last year.
Steve said: “Our alcohol-free beer sales already make up 10% of our overall sales, and demand is growing every day. The alcohol-free beer category is growing more competitive every day, but we know our beers are the best available. We are dedicated to producing the highest quality alcohol-free beer to appeal to discerning ale drinkers and we have plenty more ideas for other launches into this sector of the drinks market.”
