Club Soda: ‘moderation is mainstream’
Mindful drinking movement Club Soda has published its Drinks for Everyone 2025 report, which has found that nearly half of adults in the UK regularly enjoy alcohol-free products.
To compile the Drinks for Everyone 2025 report, Club Soda commissioned a survey by Opinium of 2,000 UK adults, which sought to gain an understanding of attitudes concerning alcohol intake and the availability of non-alcoholic options.
The report found that 48% of UK adults now regularly enjoy non-alcoholic beers, wines and ‘spirits’, marking a ‘fundamental shift’ in the nation’s drinking culture, and demonstrating that alcohol-free is no longer a fringe trend.
The shift, Club Soda says, is being driven by moderation, as while nearly half of those surveyed say they regularly choose alcohol-free options, only 9% said they avoid alcohol altogether.
Meanwhile, more than a third (37%) of 18-34-year-olds said they drink alcohol-free drinks weekly – four times the rate of those aged 55 and older (9%).
In cross-tabulating the data, Club Soda found that those who at least sometimes drink alcohol-free drinks are less likely to be frequent alcohol drinkers, while only 9% of people who at least sometimes drink zero-ABV drinks never drink alcohol at all, which Club Soda says reinforces the already known fact that alcohol drinkers are also the largest consumers of alcohol-free products, with moderation being the goal.
Meanwhile nearly 45% of consumers said they would prefer zero-ABV versions of their favourite alcohol brands, while 19% said they now actively prefer and seek out dedicated alcohol-free brands.
Public appetite for greater visibility and access is on the rise too, with more than half of adults in the UK wanting alcohol-free drinks promoted more actively as everyday options (56%).
In addition, support for alcohol-free branded advertising at sporting events is also high (58%), offering a clear indication of just how mainstream these choices have become.
Laura Willoughby MBE, founder of Club Soda, said: “Ten years ago, if you weren’t drinking, your options were water and judgment. Now, alcohol-free drinks are not just socially acceptable – they’re essential. Nearly half of UK adults are choosing them, and venues and retailers ignoring this shift are leaving money on the table. Booze-free isn’t boring anymore – it’s profitable, popular, and part of the party.”
What next?
In the report, Willoughby has outlined the challenges that lie ahead for alcohol-free producers, venues, retailers and policymakers.
“Consumers are clear: they want alcohol-free options to be easy to find, wherever they are. But there’s a real risk we could shoot ourselves in the foot. Alcohol-free drinks are at risk of being swept up in proposed restrictions on alcohol advertising across the UK’s devolved nations. We need to make sure legislation doesn’t accidentally hold back products that are part of the solution – and not the problem. Let’s be smart about how we regulate and make space for positive, inclusive promotion.”
She added: “Right now, alcohol-free drinks just aren’t landing in people’s shopping baskets as often as alcoholic ones. Frequency of purchase is still lower than alcohol, and that means they’re less likely to be on hand in everyday drinking moments. We need to make alcohol-free the norm, not a ‘just in case’ purchase. That means better availability, more shelf space, and further integration into everyday habits.”
She notes that there needs to be more done to reach beyond the younger demographics if we are to “truly shift the culture, and maximise the health and social impact”.
“Our data shows that younger adults are leading the charge, drinking alcohol-free more frequently and using it to stay social,” Willoughby continued. “Older age groups are still lagging behind. We need to widen the appeal and accessibility – making alcohol-free options feel relevant, desirable, and easy for everyone, not just the health-savvy or younger crowd.
“There’s huge momentum, and we’re on the right path. But let’s not lose sight of the practical steps that will turn alcohol-free from a trend into lasting social change.”
Earlier this year, a collective of mid-strength alcohol brands teamed up with Club Soda to launch Mid-March, a month-long campaign showcasing brands within the category.
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