One pub chain has reported a 56 per cent increase in sales of the low and alcohol category.

Irish-themed pub chain O'Neill's is the latest to capitalise on the growth of the category. 

The Mitchells & Butlers operated group credited the rise in mindful drinking habits amongst UK consumers, as well as the introduction of Heineken 0.0 on draught thanks to Blade, as key reasons behind the success.

Marketing manager James Ireson said: "This increase spans across multiple time slots with no fixed period. No and low options give people the flexibility to enjoy a beer whatever the time of day, whether they're out for a work lunch or the designated driver when at the pub watching live sport or music."

O'Neill's decided to introduce Blade's draught dispense system, enabling them to serve freshly tapped alcohol-free pints for the first time.

The pub chain estimated it served a staggering 10,000 pints of draught Heineken 0.0 in year one alone, where previously they were restricted to only bottled format.

After a successful trial in January 2019, the chain decided to roll-out 40 Blade units to the entire estate ahead of the Rugby World Cup in September. 

James added: "We know that consumers are willing to pay more for a superior experience. We wanted to offer a more premium option for those moderating their alcohol intake and Blade allowed us to do just that - delivering an improved drinking experience with freshly poured zero-alcohol pints surrounded by great atmosphere. This encourages people to stay for a second pint and in turn increases average spend."