Brand opportunity: What football can teach us about low and no

Think of a World Cup match and you’re probably not picturing a sober crowd. But this summer’s tournament is proving to be a major opportunity for the low and no category, with changing consumer habits, late kick-off times and rising temperatures all driving demand.

Part of that is down to the timing of the matches. Ahead of England’s 1am kick-off against Mexico, alcohol-free sales rose by more than 35% at Waitrose, according to The Grocer. Searches for alcohol-free beer on waitrose.com also increased by 200% in the week leading up to the game.

It’s hardly surprising. With the match running into the early hours of Monday morning, fans were already facing a sleep-deprived start to the working week. Many could do without adding a hangover into the mix.

While the unusual kick-off times have provided a short-term boost, there are broader trends at play that extend well beyond this summer’s tournament.

The rise in moderation, particularly among younger consumers, has been well documented. In 2022, a quarter of 16 to 24-year-olds reported not drinking alcohol at all over the previous year (NHS Health Survey for England) – a significantly higher proportion than any other age group. For many of these consumers, beer-fuelled match days simply aren’t part of the experience.

Even among those who do drink, the binge-drinking culture of the 1990s and 2000s is steadily losing its appeal. The rise of ‘zebra drinking’ – alternating alcoholic and non-alcoholic drinks – reflects a growing desire for balance rather than excess.

The shift is also being influenced by a new generation of sporting role models.

Footballers from an earlier era, including Wayne Rooney, have spoken candidly about the negative impact alcohol had on their careers. By contrast, many of today’s leading players, including Harry Kane, are known for avoiding alcohol altogether.

For younger fans, these behaviours help normalise moderation rather than excess.

There’s another factor that’s becoming increasingly important: the weather.

As the UK experiences more frequent heatwaves, staying hydrated is becoming a bigger priority for fans watching or attending matches. Alcohol’s dehydrating effects become even more pronounced in high temperatures, making soft drinks and alcohol-free alternatives an increasingly attractive choice.

As climate change continues to reshape British summers, low and no drinks are likely to play an even greater role during major sporting events.

For brands, the opportunity is clear. But success won’t simply come from having a great product – it’ll depend on how they communicate it.

For occasions like the World Cup, promotional bundles, social occasions and messaging around togetherness are likely to resonate far more than overt moderation messaging. Consumers aren’t necessarily looking to be reminded they’re drinking less; they’re looking to enjoy the occasion.

The brands that embrace this shift and reflect the new spirit of the game – one centred on enjoyment, inclusivity and shared experiences rather than binge drinking – will be best placed to win over the next generation of football fans.

And who knows? Perhaps it’s time for Harry Kane to put his name to an alcohol-free beer.

Want to understand how shifting consumer behaviours can create new opportunities for your brand? Get in touch with the Nexus team to discuss how insight-led communications can help you earn attention where it matters most.

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