Studies the development in the UK of the market for no‐and low‐alcohol beers and lagers (NAB/LABs) since the late 1970s. Shows from annual sales figures for the total market and of advertising expenditures how the growth of the market has been related to levels of promotional investment. Also shows the extent to which British brewers have tried to climb on board the NAB/LAB bandwagon and as a result have introduced a profusion of products, most of them without serious promotional support, and many of them of dubious quality. Takes the view that if the NAB/LAB sector is to grow into a sizeable part of the UK beer market then a rationalization of products should occur and products that continue should be well‐supported and of high quality.
Beale, M. and Howley, M. (1992), "The Impact of No‐alcohol and Low‐alcohol Products on the UK On‐ and Off‐licence Markets", International Journal of Wine Marketing, Vol. 4 No. 1, pp. 28-35. https://doi.org/10.1108/eb008591
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