Arguably, that highlights the size of the opportunity at play. “If you look over to Europe – in Germany, Spain, Sweden – alcohol-free beer sales are up to 15% of total beer. In the UK, it’s around 3%,” points out Luke Boase, Lucky Saint founder. “We’re still at the early stages of building this category in the UK and there is so much headroom for growth.”

Mintel also points to encouragingly positive perceptions of alcohol-free beer. “Low & no beer’s strong image as refreshing is a particularly noteworthy point of strength, as this is a leading quality people look for in drinks across a range of occasions,” says Alice Baker, Mintel senior research analyst. “Our research shows 63% of drinkers say low & no beers are more refreshing than standard ones.”