5th Oct 2026
From the Pitch to the Pub – How Football and Rugby Bring Local Communities Together
Pubs are traditionally known for the beer they sell and the large selection of spirits behind the bar, but things are changing in terms of the way customers spend and socialise. Non-alcoholic drinks, once limited to basic types of cola or bottled water, are now a category of their own, offering variety, margin potential, and wider appeal. From zero-proof spirits to alcohol-free lagers, the no- and low-alcohol market is becoming a key driver of growth for pubs across the UK.
There are many reasons behind this trend. One being health awareness, this has increased especially with younger people. Many people aged under 35 are reducing alcohol intake or cutting it out entirely simply by choice. Campaigns such as Dry January have made it more common to go without alcohol. A campaign like this initially starts as the testing period and will often result in longer-term changes in how people drink.
Pubs are embracing the alcohol-free trend by expanding their menus with products that rival their alcoholic counterparts in flavour and presentation.
By offering variety, pubs appeal to a wider group of customers – designated drivers, pregnant guests, people on health kicks, and those who simply don’t feel like drinking. It’s not about replacing alcohol; it’s about adding choice.
Margins on non-alcoholic drinks can be higher than traditional beer or wine, especially with craft sodas or alcohol-free cocktails. Customers are also more likely to have two or three drinks if they’re not concerned about alcohol limits, which keeps dwell time high and covers lost alcohol sales.
The rise in alcohol-free options is no longer a niche trend. It reflects a wider cultural shift that’s changing how people engage with pubs and social spaces. Customers want to spend time in welcoming venues, but they also want drinks that suit their lifestyle. That means pubs offering greater choice are now attracting more diverse audiences and seeing more return visits.
For many in the trade, it’s already proving commercially valuable. The growth of this market is helping to balance falling alcohol consumption without sacrificing sales – and in many cases, is improving margins.
Trust Inns has a wide range of pubs to let across the UK, and we’re always on the lookout for people who would be a fantastic fit for our pubs. If you’ve ever dreamt of running your own pub business or you’re looking for a new challenge, browse our pubs or get in contact with us, and we’ll be more than happy to help with any enquiries you have.