Sainsbury’s is ramping up its focus on the low and no alcohol sector by opening an alcohol-free pub.
For two days this month the supermarket retailer is taking over The Old Crown Public House in Holborn to create The Clean Vic, which will serve drinks with a maximum alcohol level of 0.5% abv.
The drinks menu will include Celtic Soul, a no-alcohol whisky alternative, alcohol-free beers such as Lucky Saint, and low-alcohol wines and mocktails.
Sainsbury’s has recorded a 31.8% increase in sales of low and no alcohol products over the last 12 weeks, according to reports.
Anne Cooper, buyer at Sainsbury’s said: “We are seeing a really exciting spike in the no and low alcohol category, which has been growing since 2001.
“With an increasing number of products now available, those who want to hold off on alcoholic beverages don’t need to miss out on the experience of enjoying a beer with friends or even a mocktail made with a delicious non-alcoholic distillate.”
The pop-up will open on July 24 and 25 and entry costs £5, which includes two free drinks and bar snacks. There will also be masterclasses on low and no alcohol cocktail making and beer tasting sessions in the pub at an added cost.