Offering alcohol

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Published: 2026-10-09T12:51:21.791Z • Permanent link

Researchers from the University of York have published a study that sheds new light on how to encourage drinkers to choose alcohol-free options without harming pub profits. Dr. Emily Clarke, lead author of the study, and her team investigated the impact of simple changes to pub environments on drink choices. Their findings suggest that introducing alcohol-free options alongside traditional drinks can lead to a significant increase in alcohol-free sales. According to Dr. Clarke, "By offering a range of options, pubs can cater to the growing demand for low- and no-alcohol drinks, while also maintaining their core business.

The study, published in Drug and Alcohol Review, involved a randomized controlled trial in which participants were offered a selection of drinks in a real-world pub setting. The researchers found that participants were more likely to choose an alcohol-free option when it was available alongside a traditional drink. Furthermore, the presence of an alcohol-free option was associated with increased sales of low- and no-alcohol drinks, while having no alcohol-free options on offer led to decreased sales. The study's results have important implications for the pub industry, which is facing increasing competition from bars and restaurants that offer a wider range of drinks options.

Key findings from the study include a 25% increase in alcohol-free sales when an alcohol-free option was available alongside a traditional drink. Additionally, the presence of an alcohol-free option was associated with a 15% increase in overall sales, while having no alcohol-free options on offer led to a 10% decrease in sales. These results suggest that pubs that offer a range of drinks options can benefit from increased sales and customer loyalty.

The findings of the University of York study have significant implications for the pub industry, which is a major contributor to the UK's economy. According to a report by the UK's Office for National Statistics, the pub industry generated £44.8 billion in revenue in 2020. The study's results suggest that pubs that offer a range of drinks options can benefit from increased sales and customer loyalty, which can lead to improved financial performance. Moreover, the study's findings have broader implications for the wider hospitality industry, which is facing increasing competition from bars and restaurants that offer a wider range of drinks options.

The study's results also have implications for research communities that study the impact of drinks options on consumer behavior. Researchers have long been interested in understanding how drinks options influence consumer choice, and the University of York study provides new insights into this topic. Furthermore, the study's findings have implications for policy environments that regulate the pub industry, which can use the study's results to inform their decision-making.

The University of York study is part of a broader trend in the development of low- and no-alcohol drinks options. In recent years, there has been a growing demand for low- and no-alcohol drinks, driven by increasing consumer awareness of the health risks associated with excessive drinking. This trend is reflected in the launch of new low- and no-alcohol drinks products, such as low-alcohol beers and low-sugar cocktails. The study's findings suggest that pubs that offer a range of drinks options can capitalize on this trend and attract new customers.