Matt Lambert, chief executive officer of the Portman Group, the marketing self-regulator and social responsibility body for the alcohol industry, said: “The growth in this sector is fantastic news, our own YouGov data shows that UK adults are embracing low and no alcohol options like never before.
“Around a quarter (24 per cent) of current alcohol drinkers tells us that these products have helped reduce their weekly alcohol consumption, highlighting how consumers are actively using alcohol alternatives as tools for moderation whilst still enjoying social occasions.
“As such, we fully support the call to government to change the alcohol-free definition to 0.5 per cent ABV.”
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