A UK supermarket chain has announced it will open the UK’s first low- and alcohol-free pub in London this month.
Sainsbury’s will open the pop-up pub, named The Clean Vic, in the suburb of Holborn on July 24 for two days.
Sainsbury’s is the second largest chain of supermarkets in the United Kingdom, with a 15.3% share of the supermarket sector.
It reports a 31.8% increase in sales of no- and low- alcoholic products in the last 12 weeks and a 33% increase in customers searching for non-alcoholic products online.
Every drink served in the pub will either be entirely alcohol-free or have a maximum alcohol by volume (ABV) of 0.5 per cent.
Beverages served will include Seedlip and Celtic Soul, an alcohol-free whisky alternative, non-alcoholic beers from brewers including Peroni, and low-alcohol wines and mocktails.
The Clean Vic will also host a series of masterclasses designed to teach visitors how to make low and no alcohol cocktails.
Anne Cooper, Buyer at Sainsbury’s, said: “We’re seeing a really exciting spike in the no- and low-alcohol category at Sainsbury’s which has been growing since 2001. With an increasing number of products now available, those who want to hold off on alcoholic beverages don’t need to miss out on the experience of enjoying a beer with friends or even a mocktail made with a delicious non-alcoholic distillate.
“From speaking to customers, we know there is still some uncertainty about what these no and low alcohol products taste like and how they are made. So, our specially curated workshops in the Clean Vic will help customers learn more about these drinks, providing key tasting notes given by the experts.”