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And we’re off. Dry January is underway. Suppliers are churning out new launches and drinks are flying off the supermarket shelves.

For the on-trade, the picture is less overwhelmingly positive. As reported in The Morning Advertiser this month, the British Beer & Pub Association has predicted some 7.8m non-alcoholic beers will be sold this month – but crucially, not in the nation’s pubs. And that’s after a disappointing Christmas, which was wrecked by the surge of Omicron. In fact, the BBPA estimates pubs sold a fewer 37m pints of beer over the previous Christmas break – equivalent to roughly £300m in trade.

This, arguably, makes the need for pubs and bars to stock a wider, more engaging range of low & non-alcoholic options even greater. The month of abstinence and moderation has only grown since its inception, but it does not necessarily need to be a month of hurt for the on-trade.

What next?

Going beyond Dry January, what does 2022 hold for the category? That’s the question we put to Heineken’s on and off-trade category controllers Andy Wingate and Gareth Richie, as well as former Geronimo Inns MD and Buff & Bear owner Ed Turner in the latest Low2NoBev video panel.

You can watch the video here

So what’s in this newsletter?

First up, The Morning Advertiser looks at how the on-trade is faring throughout Dry January. Then, The Grocer and Beverage Daily look at the latest NPD. Finally, Big Hospitality interviews James Kindred, co-founder of alcohol-free craft brand Big Drop.

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BBPA estimates 7.8m non-alcoholic beers will be sold in January but not in pubs

Pernod Ricard revamps non-alcoholic spirits brand Ceder’s

The first drinks launches of 2022

Bacardi launches non-alcoholic spirit Palette

How I Got Here: James Kindred

What's hitting the shelves? Dry January launches

Seven Brothers launches alcohol-free beer for Dry January

The changing face of Low2No alcohol


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