As more Brits embrace alcohol-free drinks, new research from mindful drinking movement Club Soda reveals a growing public appetite for alcohol-free sponsorships at major sporting events.

According to Club Soda’s latest research, 91% of respondents with an opinion expressed a very or fairly positive view on alcohol-free sponsorship – an increase from 87% previously. This shift underscores the rising acceptability of alcohol-free beverages as sponsors of flagship sporting events like the Six Nations, UEFA Champions League, and Premier League.

Laura Willoughby MBE, founder of Club Soda, who conducted the research in partnership with Opinium, explains:

“Major sporting events have traditionally been synonymous with pint-drinking, but alcohol-free beer is now the go-to choice for those moderating their intake. Big-name brands are leading the charge – Guinness 0.0 backs the Six Nations, Heineken 0.0 sponsors the Champions League. Meanwhile, dedicated alcohol-free brands are making waves too, with Everleaf featured in Fulham F.C.’s hospitality boxes and Lucky Saint sponsoring both the Tour of Britain Cycling and the Great Manchester Run.

This kind of sponsorship reaches beer drinkers where they are, nudging them toward healthier choices. The investment from global brands is driving awareness, expanding options, and normalising alcohol-free drinks as a natural fit for major sporting moments.”

Club Soda has actively campaigned for more sports venues to serve alcohol-free drinks. In 2022, it produced the podcast ‘Alcohol and Sports: Stereotypes and Real Health’, featuring industry voices like Sue Anstiss MBE, Zainab Alema, and Mat Mason-Hames, alongside rugby podcaster Bruce Aitchison.

Moderation at an All-Time High

The research further highlights the record levels of moderation among UK consumers, with alcohol-free drink consumption rising across all demographics. Notably, men and younger drinkers are leading the charge toward a more balanced drinking culture.

• Alcohol-free beer is the top choice for those moderating, with 42% of the UK population regularly choosing it.
• Nearly half of UK men (47%) now drink alcohol-free beer, with the figure rising to 54% among 18-34-year-olds.
• 45% of consumers prefer alcohol-free versions of well-known brands like Guinness 0.0, Heineken 0.0, or Corona Cero, rather than standalone alcohol-free brands.

Alcohol-Free Beer: The Fastest-Growing Category

Alcohol-free beer is now the fastest-growing category in the beer market, signalling that mainstream acceptance will continue to rise. As the Six Nations unites rugby fans across the UK, it’s clear that alcohol-free beer is fast becoming the pint of choice at sporting gatherings.

Laura Willoughby adds:

“The data is clear – people want easy ways to moderate their drinking, and familiar brands give them confidence to do so. Making alcohol-free beer more visible is rapidly shifting consumer behaviour. This is fantastic news for public health and the future of drinking culture.”

How we got the results

A nationally representative omnibus survey of 2,000 UK adults was conducted on 24th September 2024. The same questions were posed as in an Opinium survey from February 2023 for consistency in tracking trends. Additional questions were included in a follow-up survey on 25th October 2024.