New research has found that more people than ever will turn to alcohol-free beer in January as they detox after Christmas overindulgence.
The survey of over 2,000 adults revealed that millennials (those aged 18-34) are eight times more likely than over-65s to replace alcohol with alcohol-free beer in January, with only one in 100 older people considering alcohol-free alternatives.
The research, commissioned by AB InBev, also found that 17% of 18-34 year olds had planned to drink alcohol-free beer at Christmas and New Year. Some 29% of those who drank alcohol-free beer said they did so to create a good impression with in-laws or colleagues.
AB InBev, which brews alcohol-free beer Beck's Blue, said the results highlighted the increasing normality of drinking alcohol-free beer.
Marketing director Nick Robinson said: "We're really excited by the survey's findings, and it is great to see customers planning on enjoying alcohol-free beers after the busy festive period."