As with most ranging decisions it will vary significantly from venue to venue. Most pubs have limited taps and need strong throughput to maintain the quality of no-alcohol beers and ciders. However, the category’s growth trajectory and commercial opportunity is very apparent, so most operators should consider giving No & Low products greater visibility in their venue, and for a fair few adding a draught option may well be the most effective way to do this.

Managing Throughput

The fundamental consideration all operators need to make when deciding if a No and Low brand on tap is right for their venue is whether the throughput exists to ensure the quality of the product and to minimise wastage. A simple rule of thumb would be, if you are confident of getting through a keg a week, then putting a No and Low brand on tap is well worth exploring. If you’re less sure you can move through this volume, try building up packaged sales by increasing the visibility of your offer so the venue grows its reputation for it’s no and low range, before taking the step up to a draught product. Operators could also consider stocking Heineken® 0.0 via Blade® which offers a great draught option while using 8L kegs, minimising the risk of wastage if no and low demand is currently small in venue. 

The Role of Draught

Draught is an increasingly important element of the No & Low ranging mix with the format in this category delivering an average price of £6.07 per pint and an average rate of sale of 11 pints per week per outlet, generating £3,598 per outlet annually*. This highlights both its current contribution to the on-trade and the significant headroom for growth.

Perhaps more important than the direct revenue No & Low draught delivers, the visibility of having a well-recognised No Alcohol brand on tap helps to keep moderating, driving, or zebra-striping consumers in the venue longer.

Creating an Inclusive Venue

14% of consumers have left a venue early due to a lack of No Alcohol options in the last 3 months, this is particularly damaging as the No and Low drinker in a social group will often dictate which venue they visit, so you’re not just losing the single consumer if they’re disappointed with your no and low range, you’re losing their whole social group. A clear draught presence can help negate this while helping to boost sales during quieter midweek and earlier dayparts.

The majority of consumers have already decided the type of drink and format before they even get to your venue. Recent HEINEKEN UK eye-tracking research reveals that customers are still programmed to look at fonts first when approaching the bar. Stocking a No & Low Alcohol beer on draught caters to the most popular format for Long Alcoholic Drinks (LAD) sales meaning those drinkers don’t have to compromise and still feel like part of the group when moderating.

Recent KAM research into ‘Stealth Drinking’ further highlights the value in having a no alcohol brand on draught. ‘Stealth Drinking’ describes the practice of consumers choosing alcohol-free versions of drinks without signalling it to others. 46% of consumers who have ordered a ‘stealth drink’ say that being able to order drinks ‘under the radar’ makes it more likely they would still go out and socialise at pubs, bars and restaurants, while 41% said having a no alcohol beer or cider on draught makes it easier to order ‘stealthily.’

Fundamentally, offering a draught No & Low brand in your venue can be a great way to tap into this increasingly significant category, supporting incremental sales while fostering an inclusive space from a broad mix of customers needs and occasions. However, this needs to be weighted against your current demand. If you’re confident you would get through a keg a week, adding a brand on draught is worth strongly considering. If you’re unsure, increase the visibility of your packaged no and low range through fridge placement, POS or by highlighting on your menu (if you have one). Meanwhile, alternative draught solutions such as a Heineken® 0.0 Blade® is another route to test the water, and ensure you have demand for No and Low products before committing to adding a dedicated font