Retailers have been urged to place a clearer-focus on their alcohol-free offering and establish a single destination for this beers.

Asahi UK has said retailers can grow the category by dedicating more space and with clearer signposting, as well offering alcohol-free beers a more prominent spot on the shelves.

The call is part of a new “category vision the business is calling the Fixture of the Future. Asahi UK said that there are more than 200 non-alcoholic beer SKUs on sale in the UK off-trade, but eight of these SKUs account for more than 50% of the category’s total value.

And data compiled showed that while the non-alcoholic beer market continues to expand, with sales forecast to double by 2030 compared to 2025 levels

The brewing business added that its ‘Fixture of the Future’ category vision is a data-led merchandising blueprint designed to help retailers optimise ranges, unlock growth and understand longer-term opportunities.

Rob Hobart, marketing director at Asahi UK, said: “The non-alcoholic category has reached a turning point. Growth has been fuelled by innovation and range expansion, but the biggest opportunity now lies in helping shoppers navigate the category with confidence.

“Retailers can unlock further growth by creating simpler, more intuitive fixtures that prioritise visibility, shopability and the brands that drive category value.

“Ultimately, success won’t come from having more products on shelf, but from making the category easier and more rewarding to shop.”