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Morrisons supermarket deal takes St Peter’s Brewery’s non-alcoholic beer sales past 10%

Steve Magnall St Peter's Brewery CEO with Steve Groves head brewer

Steve Magnall St Peter's Brewery CEO with Steve Groves head brewer

Blanc Photography 2013

A supermarket deal has seen a brewery up its non-alcoholic beer sales to 10% of its business.

St Peter’s Brewery’s Without Gold has hit the shelves in 300 Morrisons supermarket stores this month as the Bungay-based firm aims to build on its booze-free expertise.

The brewer launched its first alcohol-free beer, Without Original, in August 2016, and has seen sales of its alcohol-free beers soar in the last year.

This follows a national trend which has seen a 50% rise in non-alcoholic beer sales in the last five years.

Chief executive Steve Magnall said: “Our alcohol-free beer sales already make up 10% of our overall sales and demand is growing every day.

“The alcohol-free beer category is growing more competitive, but we know our beers are the best available.”

He added: “We are delighted to have secured this national deal to sell Without Gold through Morrisons.”

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