BEER-loving Spaniards appear to be abandoning their thirst for traditional lagers as they develop a taste for a more sober lifestyle.
A new study reveals that 60% of Spain’s beer buyers now opt for alcohol-free choices, making them Europe’s largest consumer of non-alcoholic beer.
And the trend appears to be spreading in Europe. In Germany 47% of beer purchased is non-alcoholic while in Italy it’s 29%, according to the new figures from Mintel.
However the Brits continue to live up to their ‘lager lout’ reputation, as non-alcoholic purchases make up just 14% of the market.
Global drinks analyst at Mintel, Jonny Forsyth, said: “Non-alcoholic beer has huge sales potential, both in Muslim dominated regions and health conscious but beer loving Western markets.
“This is an area of innovation which all major brewers should be focusing on, as consumers want reassurance on product quality, something trusted brands can provide.”