Everleaf inspires festive celebrations
Non-alcoholic apéritif brand Everleaf is entering the festive season with a focus on elevating celebrations, supported by recent findings from research-driven consultancy Kam.
According to the Kam Low & No 2025 report, non-alcoholic options ‘help make one in 10 festive celebrations more inclusive’.
The data indicates that in 2025, 4.1 million fewer adults in the UK are drinking weekly compared to 2021. Additionally, 58% of respondents believe there is now less stigma associated with not drinking.
The report also reveals that one-third of UK consumers are choosing to alternate between alcoholic and alcohol-free drinks as a way to moderate their intake when socialising.
Furthermore, Kam has found that four in 10 customers have either left a venue early or felt disappointed due to the lack of quality low- or no-alcohol options.
For brands like Everleaf, the research confirms that more and more venues are ensuring celebrations are special, whether guests are drinking or not. Non-alcoholic serves are now an important part of how people enjoy the festive season.
Katy Moses, managing director at Kam, explained: “Christmas and the festive season remain key moderation moments, with more than one in 10 adults planning to consciously reduce their alcohol intake. We’re seeing people embrace tactics like ‘zebra striping’ – alternating alcoholic with non-alcoholic ones.
“Far from being a compromise, moderation is actually enhancing social occasions – people are staying out longer, spending more, and saying their overall festive experiences are better when high-quality low-and-no options are available.”
Hospitality groups like Malmaison and Hotel du Vin have adapted to this trend by creating cocktail menus with six non-alcoholic drinks that feature Everleaf apéritifs. These menus provide guests with elegant choices suitable for festive celebrations, highlighting ‘Everleaf’s status as a category leader with sales that exceed the industry average’.
The brand offers a trio of nature-inspired apéritifs: Forest, Mountain, and Marine.
Paul Mathew, founder of Everleaf, said: “The festive season is about everyone being able to raise a glass together. We’ve always wanted Everleaf to bring the same depth, complexity and interest to that special cocktail, whether it contains alcohol or not. It’s about plants, flavour, and shared moments – and research like this shows how important inclusive drinking options are to our guests.”
Earlier this month, Everleaf expanded its retail presence in the UK with new listings with Majestic, Ocado, and The Wine Society.
The brand has also reportedly been boosting cocktail sales in the UK bar and restaurant scene at establishments such as Mitchells & Butlers and Sticks’n’Sushi.
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