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Move towards moderate alcohol consumption drives fruit beers

UK retailer Tesco recently revealed that interest in fruit beers is on the rise, while market intelligence points to changing alcohol consumption patterns in younger consumers as a likely driving force.

Fruit beer has been popular in many parts of Europe for years, but its appeal in the UK has historically been limited – until recently.

According to Tesco, demand for fruit beers at its cash registers has rocketed by an impressive 250% in the 12 months up to March 2025.

Western European countries such as France, Germany, Spain, and Italy have long celebrated fruit beers as a traditional thirst quencher after physical activities such as hiking, biking, and a variety of team sports. But as the driving forces behind alcoholic consumption shift in the UK, British beer drinkers are warming to wider beer variety.

Moderation is leading to a quest for more flavour

According to market research from Mintel on the UK beer market, overall sales are declining, and consumer patterns are switching to a more mindful approach to alcohol consumption. This pattern has been underscored by younger consumers switching to low-alcohol and no-alcohol beers, which has run in tandem with greater interest in fruit beers.

“The innovation in flavours provides an alternative to traditional beers, making them appealing to those who are moderating their alcohol consumption but still seeking new and interesting beverage options,” topline information sourced by Mintel’s head of PR, Krishan Rama, reveals.

“Furthermore, flavoured variants can help address consumer doubts over the taste of low-/no-alcohol beers, making them a strategic choice for brands looking to maintain engagement with health-conscious consumers.”

Mintel data also points to the fact that citrus and berry fruit flavours are proving to be particularly popular with younger adults, something that is helping to keep core users engaged while attracting new consumers. In a market where beer sales have been flat and ready-to-drink (RTD) beverages are proving highly competitive, fruit beers are providing vital traction for the category.

The craft beer movement has increased curiosity

According to Tesco, the popularity of fruit beers has been gradual, with the launch of UK fruit lager brand Jubel seven years ago proving to be pivotal in the shift. The brand’s selection of mango, grapefruit, blood orange, lemon, and peach flavoured beers has been particularly popular with the 21 – 35 age group. Tesco says that Jubel sales have increased by 300% in that time period.

“The soaring demand for fruit-led brews, particularly lager, has taken the UK drinks market by storm and is the biggest trend to hit the beer scene since the craft boom started more than 15 years ago,” Ben Cole, craft beer buyer and category planning Manager at Tesco, says.

Cole points to the rise of craft beers in the UK, which has encouraged many drinkers to experiment with more unusual flavours and extend the range of beers they consume, pushing the boundaries to also include exotic fruit blends.

The big players are making a move in the space

But it is not just craft brewers and independent brands making a move in the space; established brewers are also carving out a slice of the pie, which is helping to broaden the scope for fruit beers.

Last year, Fosters launched its Lager Shandy range, with lemon fruit notes, making a considerable impact in the UK. According to Kantar analyst Daisy Frecklington, “the move is making the category attract more shoppers, including a somewhat more mature and less affluent profile.”

But Frecklington points to the fact that, even though the Fosters launch made a significant impact, there are still a number of other UK fruit beer brands that are muscling in on the action.

“Even though Fosters innovation was an important highlight last year, reaching almost half of Fruit Beer shoppers, Brewdog and other fruit beers brands remain strong in the market and are growing in value,” Frecklington adds.