Exclusive Asahi UK Research Reveals Growing Year-Round Moderation Opportunity for Pubs & Bars

Author: Communications Team

Date:

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• Exclusive research from Asahi UK reveals only 1 in 5 beer drinkers abstained from alcohol for the whole of January, but more than half (57%) plan to moderate for the rest of the year[1]

 

• The percentage of those abstaining from alcohol in January dropped by -10ppts vs last year, with 53% of those who attempted it completing a whole month[2]

 

• Only 37% of drinkers stated they were ‘very satisfied’ with alcohol-free choices available, vs 45% last year[3]

 

London - Asahi UK, home of Peroni Nastro Azzurro 0.0%, the UK’s most valuable non-alcoholic lager brand,[4] has revealed exclusive research into January drinking habits that shows consumers are more likely to moderate alcohol year-round and are less likely to engage with a shorter-term abstention.

 

Only 1 in 5 beer drinkers completely avoided alcohol for the whole of January in 2026, a -10ppts drop in participation year on year.[5] This trend was particularly apparent among women, with a fifth of those completing a whole month (22%), vs 35% in 2025.

 

A shift towards a more moderate attitude was also seen in how frequently consumers stated they went out in January. While the percentage of people who said: ‘I didn't go out at all during January’ and ‘I went out just as much as I normally would’ declined year on year, the percentage of those who said: ‘I still went out, but less often than I normally would’ increased by +10ppts.

 

However, more than half (57%) of consumers plan to moderate their alcohol consumption all year round,[6] and with non-alcoholic lager sales reaching its highest ever value – £12.7m over Christmas 2025 –[7] engagement with the alcohol-free category appears to have shifted away from set periods of the year and more towards year-round purchasing.

 

The research outlined a consumer base who, for the most part, has either already made a lifestyle choice to drink less – or has no intention of doing so any time soon. Among those who did not abstain from alcohol in January, 57% said they simply ‘drank alcohol as normal’, an answer that increased +33% compared to last year. However, the main growth was seen in the 35% of those who said: ‘No, I don’t drink much anyway’, an answer that increased by +58% year on year.[8]

 

Rob Hobart, marketing director at Asahi UK, said: “This fascinating research from the Asahi UK category experts points to alcohol-free lager now being seen as less of a seasonal or occasional purchase at set times of the year and now a regular part of their going out repertoire.”

 

“Pub and bar operators who see alcohol-free as something to only focus on in January are missing a trick. Consumers are expecting these drinks all year round and are only becoming more demanding. In fact, only 37% of people stated they were ‘very satisfied’ with the choices available, vs 45% last year.”

 

Of all the motivations for abstaining from alcohol in January, ‘physical health’, ‘mental health’ and ‘save money’ remain the top three drivers, but the former was the only answer to increase year on year, now at 54%.

 

Pub and bar operators should consider stocking leading alcohol-free choices all year round to capitalise on this increasing demand. To find out how Asahi UK can help you tap into the opportunity, grow your sales, and keep customers in your venue for longer, go to https://www.asahibeer.co.uk/sales

 

 

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NOTES TO EDITORS

For further information please contact:

Shoma Amin | Shoma.Amin@asahibeer.co.uk | 07788 345 806

 

About Asahi UK

Asahi UK is a subsidiary of Asahi Europe & International and is responsible for sales, marketing and customer operations across the UK and Ireland. Asahi UK enriches consumer experiences through innovation, high-quality service and an exceptional portfolio of premium beer, ale, and cider brands, which include Peroni Nastro Azzurro (PNA), Asahi Super Dry (ASD), Meantime, Fuller’s London Pride and Cornish Orchards. The Woking-based business is focused on developing quality, super-premium brands and delivering commercial value in the marketplace, through a strong belief in collaboration, customer excellence and people development.

 

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