UK: Dark, seasonal, low- and no-alcohol beers expected to be among biggest drivers of growth in beer market

Dark beers, seasonal styles and low and no-alcohol are expected to be among the biggest drivers of growth in beer in the coming months, as customers continue to seek out top quality pints even as health and finances continue to be priorities, Scottish Licensed Trade News reported on July 7.

The beer category – much like other drinks categories and the trade overall – doesn’t have its problems to seek in 2025.

Serena Smith of Heineken UK said that beer consumption is dropping ‘across all age groups’, with that piling more pressure on to venues to choose the right products for their customer base.

“Beer might be the UK’s favourite alcoholic drink, but the way people use pubs and consume beer is constantly evolving,” said Smith.

“For example, as with individuals, groups generally go out on fewer occasions, but they tend to treat themselves when they do. We are also in the midst of a move towards moderation and considered lifestyle choices, with No & Low Alcohol options significantly growing in popularity.”

It’s not all bad news, though, with Smith quoting CGA figures that found wet-led pubs in Scotland have seen a 4.9% growth in value terms in the course of the past year.

The trick, said Smith, is offering the right range for the customer.

“Older generations tend to be more time and cash rich, and seek familiarity over trends, whilst younger generations are engaged with new trends such as reduced alcohol consumption and seek higher-tempo drinking occasions,” she said.

That chimed with research from Kingfisher Drinks, which found that a significant number of 25-to-34 year-olds are looking for new products when choosing a beer.

“Last year we carried out the first of our now annual consumer surveys called the ‘Boring Beer Index’, which asked pub and bar goers if they were satisfied with the lagers they found on offer, what they’d like to see more of, and what influenced their purchasing decisions when out in the on-trade,” explained Kingfisher’s John Price.

“Key findings from the research revealed that two thirds (67.5%) of respondents confirmed they are ‘always’ or at least ‘sometimes’ bored of seeing the same old brands behind the bar, with 25-to-34-year-olds being most likely to be looking for something different.

“The onus is therefore on pub and bar owners to ensure they are regularly refreshing their ranges and not just sticking with the same old brands behind their bar.”

That was echoed by Crawford Sinclair of Innis & Gunn, who said licensees should ‘always be looking at their beer offer, making sure they have a range suitable for every occasion and season’.

“Cold and refreshing during the warmer months with the addition of cask ale, keg ale, and winter warmers for the cooler months,” said Sinclair.

Gerald Michaluk at Isle of Arran Brewery was more blunt.

“It is a poor operator who does not give their customers more reasons to buy,” he said.

“Seasonal offerings have long been used to increase interest and, in the past, offer the publican a unique product with a time limit on its availability.

“The secret is don’t overdo it, but capitalise on the calendar and those opportunities it generates to sell more food and beverages.”

Seasonal switches were also endorsed by Louise Maclean at Signature Group, which owns craft beer brand Cold Town, who said changing a beer range in line with the seasons ‘keeps the offer fresh and exciting for customers’.

“We suggest lighter, citrus-forward beers in spring and summer, and richer, malt-forward or spiced beers in autumn and winter,” she said.

“Engaging with local breweries for seasonal specials is a great way to build variety and a sense of discovery for guests.

“That said, the old favourites will always have their place — many beer drinkers, particularly within the older demographic, are creatures of habit.

“They know what they like and will keep coming back for it, so it’s important to strike a balance between innovation and familiarity.”

Backing up the other brewers, Maclean said Signature has seen classic lager continuing to appeal to 35-to-55 year-old customers, with the 25-to-34-year-old customers more adventurous and more likely to seek out craft options.

Though they may not be the first beer style that springs to mind in warmer weather, dark beers – and stouts in particular – have been one of the big success stories in beer over the past couple of years.

And that seems to be continuing through 2025, with Smith at Heineken UK reporting considerable growth in the first half of the year.

“In the UK, over the last six months alone, stout has grown year-on-year – growing from 8% share by value four years ago to 13% now.

“It is stocked in 72% of on-trade outlets and is worth, on average, £24k per year to a pub. It adds diversity to any beer selection and the pouring ritual has become a consumer favourite, offering customers a more complex flavour profile.”

The stout market continues to be dominated by the biggest player, but that doesn’t mean there isn’t a market for alternatives.

In fact, Maclean at Signature said that the reported Guinness shortage late last year helped to open the door for other brands.

“The Guinness shortage left a path open for more unique, lesser-known stouts to make their mark,” she said.

“Drinkers began exploring bolder styles, and complex, barrel-aged stouts in particular found a new audience.”

Seeing slower, but still steady, growth has been the low and no-alcohol section of the market.

Smith at Heineken UK said the category has grown by £4.5m in Scotland in the past year, to a value of £16.9m.

That makes it the smallest corner of the beer market, but one that’s growing.

Price at Kingfisher Drinks said the trend of customers increasingly looking for no and low-alcohol products ‘only seems to be heading in one direction, and I can only imagine the market for these kinds of drinks will continue to grow in importance and will become a key part of any publican’s offer’.

But Peter Gowans of Erdinger warned that here, too, it’s important to take the time to research the best products.

“The desire to adopt a healthier lifestyle, including reducing alcohol consumption, remains high and is likely to continue to drive growth in the low and no alcohol beer category,” said Gowans.

“However, global consumer research from IWSR has confirmed that taste, availability, brand and category awareness have all increased in importance over the last two years so getting the offer right may determine how fast growth will be.”