The number of new UK trademarks registered for non-alcoholic beers and ciders has climbed by a fifth in the space of two years, according to new analysis by IP firm Mathys & Squire.
The number of trademark applications made for non-alcoholic beer increased from 833 in the two years to 31 March 2022, to 1,003 in the corresponding period two years on. Meanwhile, the number of alcohol-free cider trademarks increased from 433 to 515.
Nearly four in 10 (37%) new beer trademarks registered last year were for non-alcoholic products – a figure that leapt to nearly seven in 10 (68%) for cider.
It comes amid a widely reported decline in full-strength beer and cider consumption, driven by younger generations. Take-home volumes fell by 0.4% last year [Wordpanel 52 w/e 29 December 2024].
By contrast low & no alcohol is in strong growth, with value sales up 18% to £150.8m on volumes up 15.8%. The sector now commands 3.8% of beer and cider’s take-home value.
“The surge in trademarks for alcohol-free drinks underlines how quickly businesses are responding to the shift in consumer priorities,” said Claire Breheny, head of trademarks at Mathys & Squire. “By drinking less alcohol, the younger generation are redefining the R&D and marketing spend of the drinks industry. You can see the impact of that in any supermarket.
“Companies that fail to innovate in this emerging alcohol-free space fear missing out on one of the fastest-growing areas of the industry.”
Brands including Kronenbourg, BrewDog and Lucky Saint have all debuted new non-alcoholic NPD in the past two years.
Guinness 0.0, however, remains the most valuable beer and cider brand in the off-trade. Its sales are up 41.3% to £48.4m [NIQ 52 w/e 12 August 2025].
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