Asahi UK is calling on retailers to review their approach to the alcohol-free fixture, as it launches a new category vision, Fixture of the Future.
According to the brewer, current ranging and display strategies are limiting growth. Citing NIQ Scantrack data for the year ending August 1, 2026, Asahi UK said more than 200 non-alcoholic beer SKUs currently trade in the UK off-trade, with eight of these SKUs accounting for more than 50% of the category’s total value.
The brewer said its Fixture of the Future category vision is a data-led merchandising blueprint designed to help retailers optimise ranges, unlock growth and understand longer-term opportunities. It was compiled using shopper behavioural insights, sales data and qualitative studies.
The key points are:
1. Establish a single destination. Position alcohol-free products clearly within the primary beer, wine and spirits aisle.
2. Dedicate 10-15% of fixture space to alcohol free.
3. Use blue. Incorporate blue branding across aisle fins, shelf stripping, and header boards.
4. Allocate space based on category share.
5. Range by strategic brand role. Structure shelves around four distinct brand functions, including signpost brands, choice expanders, purpose-built alcohol-free brands and occasion builders.
6. Mirror parent-brand formats.
7. Offer secondary space all year round. Secondary feature and display space should be maintained across peak trading windows such as summer and Christmas, rather than restricted solely to Dry January, the brewer said.
The company highlighted its own success in the category, with Asahi UK “contributing £30m to the alcohol-free beer category over the past year – a 12.5% value share”, according to NIQ Scantrack data, year to August 1, 2026.
Rob Hobart, marketing director at Asahi UK, said: “The non-alcoholic category has reached a turning point. Growth has been fuelled by innovation and range expansion, but the biggest opportunity now lies in helping shoppers navigate the category with confidence.
“Retailers can unlock further growth by creating simpler, more intuitive fixtures that prioritise visibility, shopability and the brands that drive category value. Ultimately, success won’t come from having more products on shelf, but from making the category easier and more rewarding to shop.”
The company also said retailers looking to future-proof their fixtures should bring functional and adult soft drinks alongside non-alcoholic beer, wine and spirits under a unified ‘Balanced Choices’ banner.
“The future opportunity is in creating a clear ‘moderation’ destination for shoppers by grouping categories together by shopper need rather than product type,” added Hobart.
“This moves our recommendations beyond just looking at how retailers should be merchandising non-alcoholic drinks to the broader question of how retailers should be looking at space and flow across the total drinks landscape, as lines continue to blur between drinks categories.”
