We catch up with the lager brand’s marketing manager, Stephanie Dexter, as part of The Drum’s Food & Drink Focus.
According to Nielsen data, low and no alcohol drink consumption in the UK was just 1% in 2023. Why, then, does it feel like half of the UK is chugging down guilt-free pints? Marketing, of course.
Dry January gets bigger and bigger each year, with legacy brewers and new brands such as Lucky Saint and Days all shouting about their alcohol-free alternatives.
The noise from the alcohol-free category is currently louder than the voices that are demanding it, but for good Read full story ›
Source: The Drum
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