A NEW survey has revealed nearly half of adults in Burton now believe alcohol-free beer is more socially acceptable than it was five years ago.
This research is backed up by industry data which shows significant growth in the sale of non-alcoholic drinks in the town during the past year.
The findings are the result of a ComRes survey, commissioned by AB Inbev, which also showed 43 per cent of British adults had tried alcohol-free beer.
In Burton, 59 per cent of those surveyed said that they would feel comfortable ordering booze-free beer in front of their friends in a pub, bar or restaurant.
The survey also indicated that more adults in Burton had tried alcohol-free beer than most in the UK.
It comes after the Mail reported how the British Beer & Pub Association (BBPA) and its members revealed earlier this year that it was starting to push lower-strength alcohol as part of a bid to promote responsible drinking in Burton.
Brigid Simmonds, BBPA chief executive, said: "This new commitment from the on-trade builds on the positive action already being achieved, with some great examples from our members to build on.
"It shows Government support for partnership, through initiatives like this, delivers real results."
Under the new pledge, the BBPA and its members have agreed to:
Offer a house wine below 12.5 per cent to their tenants/lessees and in their directly managed pubs.
Pub-owning members to actively promote lower-alcohol products in their pubs and to their tenants/lessees.
Pub-owning BBPA members to offer at least one non/lower-alcohol beer to their tenants/lessees and in their directly managed outlets.