Brewer and bar operator BrewDog is responding to the increasing numbers of people cutting back on alcohol by opening its first bar dedicated to alcohol-free beer and spirits
The BrewDog AF Bar opens on Monday, January 6, in Old Street in London, offering 15 alcohol-free craft beers on draught as well as the new alcohol-free Designated Cider from Hawkes. The spirits line-up will be products with no alcohol.
BrewDog is also expanding its core range of alcohol-free beers with two additions: Wake Up Call, a coffee stout, and Hazy AF, an alcohol-free take on its existing New England IPA, Hazy Jane.
Nanny State, which BrewDog launched in August 2009, is now the UK’s best-selling alcohol-free craft beer, while the brewery’s alcohol-free version of its flagship Punk IPA, Punk AF, has become the number-one new product in the total craft beer category this year, according to Nielsen Scantrack Total Off-Trade.
The company is also running a promotion, “Drink All You Can Jan”, which offers drinkers unlimited refills of BrewDog alcohol-free beers in all of its bars for the whole of January.
Market research group Mintel’s 2018 UK Beer Market Report revealed that 28% of beer drinkers were cutting back on consumption because of health concerns. Analysis by beer and cider distributor EeBria Trade in 2019 noted that sales of low- and no-alcohol beers have risen 381% since 2017.
BrewDog co-founder James Watt said: Drinkers opting for low or no alcohol are in danger of compromising on quality, taste and experience. And that’s just the beer – forget about places in which to enjoy it. We are going to change that. We exist to be a point of difference, and our first BrewDog AF Bar is just that. It is a beacon for anyone in London after an alcohol-free alternative.
“Alcohol free does not need to be synonymous with taste-free. ‘Drink All You Can Jan’ is our anti Dry January. Whether you have cut alcohol out or are cutting back, we want to show that alcohol-free doesn’t mean compromising on quality or taste.”
The BrewDog AF Bar will also offer a range of burgers, salads and Buffalo wings plus a series of healthy specials. Brunch will be on offer at weekends.
The bar, in the former site of a Draft House pub, opens at midday on Monday 6 January and is located in the Mews Unit of the Bower Development at 211 Old Street, EC1V 9NR. www.brewdog.com/uk/bars/uk/af-old-street