A new report from KAM Insight, in partnership with Lucky Saint, reveals that Brits are no longer just drinking less - they’re drinking differently. A more flexible, dynamic drinking culture is emerging, and hospitality needs to catch up.

The new report reveals that a growing number of consumers are navigating nights out with a more dynamic, fluid approach to alcohol—swapping, mixing and pacing their choices depending on the occasion.

According to Drinking Differently: Low & No 2025, nearly 36 million UK adults are actively moderating their alcohol intake (76% of those who drink alcohol) but not in a rigid or restrictive way. Instead, Brits are weaving together full-strength, mid-strength and alcohol-free options to suit the moment. Less than 2-in-3 drinks consumed in hospitality venues are now full-strength.

Katy Moses, Managing Director at KAM Insight: “Forget all-or-nothing approaches to alcohol. The UK’s drinking habits are undergoing a transformation, not defined by strict abstinence or even a linear reduction, but by flexibility. Moderation today doesn’t mean giving up alcohol. It means drinking more intentionally, more flexibly. This new blended approach to booze is changing how people drink and more importantly, how they want to be served.”

Last year’s report identified a growing consumer trend towards “zebra striping” - alternating between alcoholic and alcohol-free drinks within a single occasion - this has increased with 34% of UK adults now saying they do this regularly (up from 28% last year.) This year’s research highlights different moderation tactics which are being embraced including 1-in-5 who actively opt for mid-strength options throughout an occasion referred to as ‘coasting’.

Katy Moses, Managing Director at KAM: “Nearly 40% of all drinks that Brits now consume in pubs, bars and restaurants aren’t full strength, a clear sign that the standard “pint or nothing” mentality is being replaced by a more diverse, nuanced approach to social drinking.

The rapid evolution of the low & no category has been instrumental in enabling this flexible drinking culture. Once seen as a compromise, alcohol-free options are now mainstream, well-crafted, and expected - especially in hospitality settings.”

The research showed that 31% of Brits will now choose a low or no-alcohol beer when visit a hospitality venue and not drinking alcohol. This is, up from just 9% five years ago meaning that low & no beer has jumped from 7th to 2nd most popular drink choice when not drinking alcohol in a pub, bar or restaurant.

Luke Boase, Founder, Lucky Saint: “As a society, the choices around what we consume are changing. People are making deliberate decisions about how they use their time, how they take care of their physical and mental wellbeing, what they choose to eat and drink. Historically, alcohol-free consumption has been about specific times of the year, or for certain occasions. Now everyone is drinking it, right throughout the year and through the week. It’s changing throughout an individual day too – you can now buy an alcohol-free beer with your lunchtime meal deal in supermarkets.”

But with demand for low and no rising fast, the pressure is now on hospitality operators to keep up. The research shows there is a widening gap between expectations and reality with 37% of UK adults saying they’ve left a venue early or felt disappointed due to poor low & no options - a 6pt increase on last year. 24% of customers still default to tap water when not drinking - this is down slightly from 28% in 2020 but still equates to an estimated £800 million missed opportunity for the on-trade.

“This shift toward flexible drinking isn’t a threat, it’s an open door. This isn’t about being anti-alcohol. It’s about helping customers drink the way they want to, which increasingly means a mix of full-strength, mid-strength and alcohol-free options throughout the week, and even within the same visit. The venues that embrace this more fluid approach to alcohol can boost dwell time, improve customer satisfaction, and open themselves up to a wider audience" comments Moses.

The full report is available here: https://kaminsight.com/insights/low-and-no-2025/