Social circles are increasingly shifting towards alcohol-free choices this festive season, reflecting a seismic shift in drinking habits. A recent report revealed that nearly half (48%) of Gen Z drinkers are planning to go alcohol-free this Christmas[1], contributing to the meteoric rise of the non-alcoholic category.
This trend aligns with the rapid growth seen across the UK’s hospitality and retail sector. The British Beer and Pub Association forecasted that a record-breaking 140 million pints of no- and low-alcohol beer were sold in UK pubs this year, whilst Majestic Wines has doubled its no- and low-alcohol range, following a 600% sales spike.
One shining example of this trend’s impact is the iconic Brighton Dome venue, a cultural hotspot that has experienced non-alcoholic beer sales double since introducing innovative options like Mash Gang. These options are appealing to audiences who want to moderate their drinking without sacrificing the experience of socialising, music, and fun.
Mash Gang, a leader in non-alcoholic beers, is driving this trend with its exceptional quality. Winning when tasted with all beer not just non alcoholic ones. The brand and its packaging is fun and playful meaning non-alcoholic options don’t mean missing out, whether at a party, concert, or festive gathering.
The success story isn’t just limited to the UK. Mash Gang recently launched in the U.S., starting in Colorado and quickly securing placement in leading outlets. In less than three months, Mash Gang has become the #1 selling beer in leading Denver stores —not just within the non-alcoholic category, but across the entire beer category. Mash Gang’s flagship SKU, Chug, is outperforming industry heavyweights like Athletic Brewing, Budweiser, and Guinness. Stores stocking it have seen the whole category grow.
Jordan Childs, Mash Gang Head Brewer and Founder, said: “Our vision has always been to make the best beers on the planet—so good you forget they’re non-alcoholic. Mash Gang was founded during 2020 by four friends as an experiment in a shipping container, and within six months won ‘Best New Brewery’ in the UK. Rather than strip out alcohol and often flavour like many others, we brew to strength, using the latest yeasts and hops to continuously look for ways to improve. Welcome to the Gang.”
As more venues and brands introduce alcohol-free alternatives, the demand will only grow. Non-alcoholic beers like Mash Gang’s Lesser Evil pastry stout—a rich, chocolatey blend with cherry juice and velvety oats—are taking centre stage this holiday season, allowing audiences to socialise guilt-free.
For more information, visit www.mashgang.com.
