It comes as a YouGov survey has found 44% of drinkers between 18 to 24 say they occasionally or regularly order low or non-alcoholic drinks. According to the British Beer and Pub Association the sale of low and no-alcohol beer in pubs has more than doubled since 2019.

Shropshire-based Wenlock Spring has been championing the non-alcoholic market as it joined forces with West Mercia Police to launch a highly-visible new campaign aimed at tackling drink-driving.

Orme said: “I think the market will continue to grow as the general population are always looking at healthier lifestyles and the reduction of alcohol will form part of that feel-good factor. 

“I think Covid possibly played a part in this as it also put a pause on what was the normal way of life before the lockdowns. During 2020/21 everything we normally did stopped. This gave a chance for a major shift in our lifestyles in the way we do business and our own social lives. 

“The taste of low and no-alcohol drinks has also greatly improved over the last couple of years and it has become harder to taste the difference. What it means is retailers can’t afford to ignore this trend and while it probably still represents less than one percent of total beer sales in the UK today, that percent will change as the appetite for more low and no-alcohol drinks gains more traction and becomes more mainstream.

“This will create some exciting challenges for businesses due to the increased demand with some brands seeing over a 200% increase year-on-year. New technology in this market will also help keep up with demand and improve the taste.”

For more information about Wenlock Spring Water visit: https://www.wenlockspring.co.uk/home.