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Brief Published: 24 Jul 2019

Sainsbury’s No-Alcohol Pub Targets Gen Z & Millennials

Extra
Sainsbury's

British supermarket Sainsbury's has stretched its reach from product to hospitality with the launch of a no-alcohol pub in London (July 24-25). Called The Clean Vic, the pop-up establishment will be the UK's first-ever pub to serve only 'no and low' alcohol beverages.

Products on offer include non-alcoholic beers, wines and cocktails – as well as the UK's first non-alcoholic dark distillate, Celtic Soul. Meanwhile, the space will also host mixology masterclasses for those who want to cut down on alcohol, but still enjoy a sophisticated and uplifting drink.

This initiative is a canny way for the retailer to capitalise on consumers' heightened interest in better-for-you alcohol and zero-alcohol alternatives. As explored in Gen Z Rewrites Food Culture, the rising ranks of Gen Z consumers are drinking less than millennials, who in turn are drinking less than their Gen X predecessors. This makes alcohol reduction a longer-term movement and an extremely lucrative commercial opportunity for brands that can find exciting ways to fill the gap.

Read Marketing Alcohol to Moderate Millennials for tactics geared towards attracting this risk-averse cohort to this category, while Alcohol Trends 2019 examines outstanding product development in the low- and no-alcohol categories.

For early seminal thinking into the catalysts driving the moderate approach to alcohol, read Rebranding Health, Healthy Indulgence and Alcohol's Healthy Future, which analyse the social and cultural influencers paving the way for a more wellness-centric future.

To find out how opportunistic supermarkets are expanding their relevance in the product and service stakes, see Supermarket of the Future.

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