Dry January lifts Greene King's low and no-alcohol sales up 58%

Sales of low and no-alcoholic drinks were up 58% year-on-year across Greene King’s managed estates in January.

The pub group reported that Peroni Libera and Heineken 0.0% accounted for a 50% of the year-on-year increase of all its low and no-alcohol sales. Its own-brand low alcohol version of Old Speckled Hen also added to increased sales.

Greene King chief commercial officer Phil Thomas said: “As the UK’s leading managed pub company and brewer, it’s our responsibility to offer choice to both those who wish to drink alcohol and those who don’t, as well as support growth of the category as a whole by creating our own low and no alcohol drinks.

“We’re pleased to say we now offer low and no alcohol drinks in our pubs across lager, cider, ale, craft beer and wine, and will shortly be launching Freixenet Prosecco 0.0% which will land in all our managed pubs in the Spring. There’s a huge opportunity for product innovation and further expansion within the category and we’re confident that the trend we’re currently seeing is set to continue.”

Greene King was founded in 1799. It is the largest pub retailer and brewer and it employs around 38,000 people.