New research from Alcohol Change UK, the charity behind Dry January® has revealed that amongst UK adults (excluding non-drinkers), 30% of men and 26% of women would like to reduce the amount of alcohol they drink in 2024. The new figures come as one in six UK adults (16%) plan to take a break from alcohol this January.
In a move to expand its low and no offering and make it more accessible, Adnams of Southwold, iconic British brewer, and creator of the UK’s best-selling low alcohol ale in the on trade, Ghost Ship 0.5%, has introduced 330ml slimline cans in a convenient format for on-the-go occasions.
With 33% of respondents moderating for general health reasons, Ghost Ship 0.5% is vegan, gluten free and 23 calories per 100ml, but it still delivers the distinctive flavours and sensation of a full-strength beer. Using the first reverse osmosis brewing kit in the country, Adnams filters out the alcohol from its flagship Ghost Ship 4.5% ale at cold temperatures, which helps to lock in the flavour found in its 0.5% counterpart.
Fergus Fitzgerald, Head of Production at Adnams, comments: “It seemed like a big leap in 2018 to invest in the technology to be able to brew a 0.5% version of our best-selling beer, but we wanted to make sure we captured the flavours as closely as we could. It was clearly the right thing to do as Ghost Ship 0.5% is now our second-best selling beer and is still growing.
“When we first started selling Ghost Ship 0.5% it was really customers of Ghost Ship 4.5% that bought the beer, but that seems to have changed, and it’s now attracting customers who don’t really know the original beer it was based on, and I think the new can format will help it broaden its appeal even further.”
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