The moderation movement is no longer considered niche, according to Club Soda’s newest report. 

Ten years ago, the ‘mindful drinking movement’ dubbed Club Soda was founded by Laura Willoughby, who identified that a lack of quality alcohol-free drinks was getting in the way of consumers making healthier choices. Ten years on, nearly half (48%) of UK adults regularly enjoy alcohol-free drinks.

According to Club Soda’s Drinks For Everyone 2025 Report, moderation is now mainstream.

Alcohol-free beer comes out on top as the UK’s top booze-free choice. A total of 42% of adults opt in to this part of the category at least occasionally, rapidly closing the gap with alcoholic beer (66%). One in three under-35s now opt for booze-free beers regularly, motivated by a desire to reduce alcohol consumption while staying social.

Laura Willoughby, founder of Club Soda, said: “Ten years ago, if you weren’t drinking, your options were water and judgment. Now, alcohol-free drinks are not just socially acceptable, they’re essential. Nearly half of UK adults are choosing them, and venues and retailers ignoring this shift are leaving money on the table. Booze-free isn’t boring anymore – it’s profitable, popular and part of the party.”

The report also outlines how alcohol-free drinking has become a lifestyle choice rooted in health, taste and social inclusion. For young adults, 37% of those surveyed said they choose alcohol-free beer to stay social without drinking alcohol. And while nearly 45% of consumers would prefer alcohol-free versions of their favourite alcohol brands such as Heineken 0.0, a growing 19% now actively prefer and seek out dedicated alcohol-free brands such as Lucky Saint and Everleaf.

Public appetite for greater visibility and access is on the rise too, with over half of adults in the UK wanting alcohol-free drinks promoted more actively as everyday options (56%). Support for alcohol-free branded advertising at sporting events is also high (58%), highlighting a major leap forward for the category.