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'Zebra striping' on the rise

Three in four UK adults who drink alcohol are actively moderating, while the proportion consuming alcohol more than once a month has fallen to 88%, from 93% in 2023 and 95% two years ago, according to a report from research consultancy KAM and no-alcohol beer brand Lucky Saint.

The report also found that there was a notable trend towards “zebra-striping” – alternating alcoholic and non-alcoholic drinks in the on-trade, with a quarter of respondents using it as a strategy to moderate their alcohol consumption.

“The future of socialising in the UK will certainly be less-centred around alcohol,” said KAM managing director Katy Moses. 

Lucky Saint founder Luke Boase added: “We’re seeing a rapid cultural shift in attitudes towards alcohol.

“There is a great opportunity for alcohol-free drinks to have a huge positive impact on the health of the nation and the report shows that continuing to improve availability and visibility of quality alcohol-free options will be critical in making that happen.”


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