Head of Trade Marks and Partner Claire Breheny has been featured in The Grocer providing insights on the growth of the non-alcoholic drinks industry in publication, ‘Non-alcoholic beer and cider trademarks on the increase’.
In the article, Claire provides commentary on how the preferences of the younger generation is a significant factor in the growth of the non-alcoholic drinks industry, and how recent trade mark applications is a direct indicator of this shift.
Read the extended press release below.
The number of new UK trade mark filings for non-alcoholic beer and cider surged 20% to 1003 from 833 and 19% to 515 from 433 respectively in the last two years*, says Mathys & Squire, the leading intellectual property law firm.
Mathys & Squire says that the number of new alcohol-free trademarks and brands being launched reflects the growing importance of the segment to the drinks industry.
In 2024, non-alcoholic beer trade marks accounted for 37% of all 2737 beer trade marks and 66% of all the 782 filings for ciders.
These figures show that non-alcoholic brands are on the rise as beverage companies continue to respond to demographic shifts around alcohol consumption.
This surge in non-alcoholic drinks reflects a decline in alcohol consumption by Generation Z (those born between 1997 and 2012), which has a higher proportion of individuals who prefer alcohol-free options.
Many young people in Generation Z are choosing non-alcoholic options to align more with their healthy lifestyles spurred on by celebrity influencers such as Spiderman actor Tom Holland.
Also, the UK’s growing diversity means many consumers abstain from alcohol for cultural or religious reasons. These lifestyle and demographic shifts are increasing demand for alcohol-free beers and ciders.
People often choose non-alcoholic beers and ciders, as opposed to standard soft drinks, as they allow them to socialise with others who are drinking alcohol without feeling excluded.
Beverage companies are innovating in the non-alcoholic sector to meet this new demand and protect profit margins amid slower growth in the alcoholic beverage market. In the last two years, alcoholic beer and cider trade mark filings grew 7% and 6%, respectively.
Claire Breheny, Head of Trade Marks at Mathys & Squire says: “The surge in trade marks for alcohol-free drinks underlines how quickly businesses are responding to the shift in consumer priorities. By drinking less alcohol, the younger generation are redefining the R&D and marketing spend of the drinks industry. You can see the impact of that in any supermarket.”
“Companies that fail to innovate in this emerging alcohol-free space fear missing out on one of the fastest-growing areas of the industry.”
New 0.0% branding allowing big brewers to advertise at prime time
Leading brewers such as Heineken, Carlsberg, and Guinness have all launched 0.0% ranges. Alcohol-free drinks give these brewers access to prime-time advertising and sports sponsorships that are off-limits to alcoholic products under current advertising rules.
Retailers and hospitality venues have responded to the alcohol-free surge by expanding shelf space and boosting visibility for alcohol-free products in stores, bars and restaurants.
Adds Claire Breheny: “The surge in trade mark filings suggest where the market is heading.”
