Labour ministers are exploring a proposal to prevent 16 and 17-year-olds from purchasing alcohol-free and low-alcohol beer and other products in pubs, a move that would change sales permissions and on-premise listings.
The measure, if adopted, would reclassify certain alcohol-free SKUs for access control and require new compliance steps for operators.
Event Summary
A Telegraph article states the Government is minded to ban 16 and 17-year-olds from buying alcohol-free drinks in pubs.
That reported proposal would remove the option for under-18s to purchase zero and near-zero alcohol beers on premise, requiring pubs to restrict sales at point of purchase.
Regulatory Context
Currently it is illegal to sell alcohol to under-18s, and 16 and 17-year-olds may consume alcohol with a meal if accompanied by an adult but cannot buy it themselves.
A Department of Health and Social Care spokesman said the government supports further growth in the no-and-low alcohol market for adults, indicating the policy discussion is focused on access rather than a market-wide restriction.
Market Scale and Sales
According to the British Beer and Pub Association, 200 million pints of no/low beer were sold last year, up almost a fifth on 2024’s 170 million pints.
That scale means a significant portion of wholesale and retail assortments now include zero and low alcohol SKUs, and a legal change would affect ordering patterns and shelf or tap allocations.
Implications for Brewers and Retailers
Brewers and brand operators would need to update trade marketing plans, age-verification messaging and distributor briefs to reflect restricted on-premise sales for under-18s.
Retailers and off-premise sellers may review packaging and POS placement to avoid consumer confusion, and distributors could face changes to fulfilment instructions and minimum order forecasts.
On-Premise Operator Considerations
Pubs and taprooms would be required to implement point-of-sale checks for listed alcohol-free products, update menus, and train staff on new sale permissions and refusals.
Operators should also assess potential shifts in table spend and consider alternative non-alcohol listings to retain under-18 footfall while complying with any new restrictions.
