It is boom time for alcohol-free drinks with 17.5 million Brits – almost one in three – taking on Dry January.
The figures from Alcohol Change, which fronts the annual sobriety challenge, will give forecourt operators confidence in getting behind the no- and low-alcohol category.
Many in the industry already now consider these adult drinks as a year-round opportunity as customers are increasingly looking beyond the first 31 days of the year to stop or reduce their alcohol intake.
Tout’s Group, for instance, has permanent bays for non-alcoholic beers, wines and spirits in its stores to keep in line with trends.
And Booker’s retail managing director Colm Johnson says low- and no- is a growing year-round opportunity, with the business offering 25 low- and no-alcohol SKUs.
“At Booker, we’ve seen the low- and no-alcohol category evolve from a niche on the shelf, to a key driver of drinks sales, and alcohol-free options are now a must-stock for any retailer looking to meet modern consumer demand,” he adds.
Innovation and craftmanship is keeping customers interested, maintains Johnson. “From beer to sparkling wine alternatives, brands have raised the bar on flavour, aroma, and overall drinking experience. Changes in shopper preferences are also driving growth, as they look for premium alternatives for all occasions, without alcohol,” he says.
“Retailers are seeing the category diversify beyond traditional formats. Zero-proof spirits, fermented alternatives, and functional beverages infused with nootropics or CBD are emerging fast, and wellness-driven shoppers continue to seek mindful drinking options.”
But with sales spiking during in the first month of the year, Dry January is a time when those who have not yet embraced the emerging no- and low-alcohol sector can test the market, says Robbie Moore, trading director at Co-op Wholesale.
“Dry January is a major moment in the retail calendar, and shoppers expect credible low- and no‑alcohol choices alongside their everyday essentials,” he says.
“Independents are perfectly placed to win a share of the sales, including forecourts which are firmly being established as modern convenience destinations. We’re backing our retail partners with deals on leading no/low lines so they can stay competitive, drive incremental sales, and cement their role as quick‑stop destinations that meet evolving shopper missions all year round.”
Naz Zokiuddin, chief executive of Refuel Forecourts, which operates seven sites in the north west of England, agrees: “Dry January has become more relevant each year, not as a one-off initiative but as a clear indicator of changing customer behaviour. Shoppers are more thoughtful, more health-aware, and more selective with their spend at this time of year.
“Alcohol-free and low-alcohol options are now an established part of the range, offering familiar choices for customers looking to moderate without changing their routines completely.”
Tout’s Group is another forecourt operator getting on board for the annual opportunity to convert more customers to go teetotal. To encourage trial during January, it offers promotions such as a muti-buy offer on its alcohol-free beer.
“Dry January is very important for us here at Tout’s as we are very aware of the market trends and consumer behaviour in our area,” says Tout’s Group’s trading expert Oli Langley.
The three-site business in the south west of England takes pride in having a “huge variety” of low- and no-alcohol options including the big brands such as Guinness 0.0, and beers, ciders and botanical aperitifs from local farms and breweries.
“Our best-selling low- or no- alcohol product is Clear Head IPA from one of our local suppliers, Bristol Beer Factory,” says Langley. “This product dominates all year round and competes on volume with mainstream lager sales and more than earns its shelf space.”
With alcohol-free important for the operator year-round, the range does not substantially change for Dry January, says Langley. “The order quantities and order sizes are the biggest difference we see.”
He adds: “With the data showing that people are drinking less and being more health conscious, we want to be able to offer the best range of alcohol-free products to our customers at affordable prices! To be able to cater for the changes in people’s lifestyle while not breaking their bank is very valuable.”
Generally, says Booker, big-name brands lead the way in the category. “Household names such as Heineken 0.0, Peroni Nastro Azzurro 0.0%, Birra Moretti 0%, and Madri Excepcional 0.0% are leveraging their reputation to give shoppers confidence to explore this growing space,” he says. “Their familiar taste and strong visibility are helping consumers trade into a category they already know and trust.”
He adds: “Other top sellers such as Corona Cero and San Miguel 0.0% deliver that same refreshing, easy-drinking profile that customers expect, just without the alcohol.
“Cider lovers have plenty to choose from too – with Thatchers Zero and Old Mout 0% Berry & Cherry offering crisp, full-flavoured options that don’t compromise on taste.”
Booker is running a series of promotions during Dry January to help retailers make the most of the occasion. For example, Nozeco Spumante Alcohol Free and Nozeco Spumante Rosé Alcohol Free are at ‘Any 2 for £4’, or £3.50 per bottle.
And Woodforde’s Volt 0.5%, Proper Job 0.5%, and Adnams Ghost Ship 0.5% are on an ‘Any 2 for £4.50’ deal, with a margin of up to 40.1%.
But in-store presentation is key, he says. “Merchandising low and no products alongside premium alcohol lines reinforces quality cues and encourages trade-up. Cross-merchandising with mixers, garnishes, and glassware can help shoppers replicate the “occasion” feel at home – the same principle that’s driving success in hospitality, where visual appeal and serve style now matter as much as taste.”
Johnson concludes: “The message for retailers is clear: the low- and no- category is no longer a seasonal or secondary range – it’s a year-round profit driver. With the right mix of trusted brands, on-trend innovations, and smart merchandising, it’s a space delivering growth and premium margins alike.”
