How Theakston’s has once again tapped into the zeitgeist
Yorkshire brewery T&R Theakston’s alcohol-free version of Old Peculier has sold more than 15,000 bottles in its first two months. db looks into its success. The post How Theakston’s has once again tapped into the zeitgeist appeared first on The Drinks Business.
Yorkshire brewery T&R Theakston’s alcohol-free version of Old Peculier has sold more than 15,000 bottles in its first two months. db looks into its success.
According to Theakston’s, the 0% ABV beer, named Nowt Peculier, has been praised for its likeness to its alcoholic counterpart, giving traditional ale enthusiasts an alcohol-free alternative to try.
As a result of its recent success, Nowt Peculier is set to be stocked in 170 Sainsbury’s stores nationwide with Theakston’s in continued talks with a number of retailers to extend the beer’s reach in stores further afield.
Speaking to the drinks business, Theakston’s managing director Richard Bradbury said: “The low and no market has been rapidly gaining momentum for the past three years and in line with our commitment to meeting the current and changing tastes of the wider consumer base, our plans for a low/no beer have been brewing for some time. However, our dedication to our quality brewing ethos means that we weren’t prepared to launch a 0.0% product that would in any way compromise on taste or experience."
Alongside this, the brewery is also building distribution in the on trade through Heineken, Star Pubs, LWC and other wholesalers as operators adapt their range to meet demand for 0.0% ale options.
The trend for Gen Z choosing zero alcohol options recently came under scrutiny after an analytical report dismantled the popular myths around people's drinking habits and offered instead a data-driven framework for understanding the future of alcohol consumption. Nobody is disputing the trend, but there were questions asked surrounding what was really fuelling it.
Quality has always been a paramount concern among drinks producers, especially traditional ones that have a reputation to uphold, however, Theakston's divulged that, owing to “advanced filtration technology” it has “preserved everything that’s made Old Peculier the iconic pint it is today - minus the alcohol”. In fact, it reassured that the dark ruby ale Nowt Peculier has been brewed to the original recipe with the traditional Fuggle hop alongside Challenger and Progress bitter hops to give drinkers the same bitter finish.
Bradbury told db: "Our Theakston Old Peculier is legendary, and it wasn’t until we could create an alcohol-free version that really did justice to the original that we would make this much anticipated launch. We are thrilled by the reception Nowt Peculier has received and feel the response is testament to the brewery’s commitment to brewing only the best beers.”
Bradbury explained how much of a big deal the release has been and noted how “Nowt Peculier is one of our first ventures into alcohol-free beer in the brewery’s near 200-year history”. Bradbury also hinted that, for Theakston’s, maintaining its “reputation for high quality beers was absolutely paramount” right now.
Bradbury also said he had noticed how “the low and no alcohol beer category continues to grow in the UK” and suggested that for publicans to stock the new beer they could always reach. out to their beer suppliers or email Theakstons directly.
Theakston’s has been busy of late. In February, it introduced its Yorkshire ‘AKA beer in celebration of the 2025 Six Nations rugby tournament. Plus, in 2023, it also restarted US exports of its Old Peculier ale after an absence of 10 years and did not rest on its laurels. In fact, during the same year the brewery eyed the emerging stout trend and quickly added Brennan’s Irish Stout to its portfolio to coincide with growing consumer interest in dark beers, showing it can always swiftly move with the times.
According to Theakston’s, the 0% ABV beer, named Nowt Peculier, has been praised for its likeness to its alcoholic counterpart, giving traditional ale enthusiasts an alcohol-free alternative to try.
As a result of its recent success, Nowt Peculier is set to be stocked in 170 Sainsbury’s stores nationwide with Theakston’s in continued talks with a number of retailers to extend the beer’s reach in stores further afield.
Speaking to the drinks business, Theakston’s managing director Richard Bradbury said: “The low and no market has been rapidly gaining momentum for the past three years and in line with our commitment to meeting the current and changing tastes of the wider consumer base, our plans for a low/no beer have been brewing for some time. However, our dedication to our quality brewing ethos means that we weren’t prepared to launch a 0.0% product that would in any way compromise on taste or experience."
Alongside this, the brewery is also building distribution in the on trade through Heineken, Star Pubs, LWC and other wholesalers as operators adapt their range to meet demand for 0.0% ale options.
The trend for Gen Z choosing zero alcohol options recently came under scrutiny after an analytical report dismantled the popular myths around people's drinking habits and offered instead a data-driven framework for understanding the future of alcohol consumption. Nobody is disputing the trend, but there were questions asked surrounding what was really fuelling it.
Quality has always been a paramount concern among drinks producers, especially traditional ones that have a reputation to uphold, however, Theakston's divulged that, owing to “advanced filtration technology” it has “preserved everything that’s made Old Peculier the iconic pint it is today - minus the alcohol”. In fact, it reassured that the dark ruby ale Nowt Peculier has been brewed to the original recipe with the traditional Fuggle hop alongside Challenger and Progress bitter hops to give drinkers the same bitter finish.
Bradbury told db: "Our Theakston Old Peculier is legendary, and it wasn’t until we could create an alcohol-free version that really did justice to the original that we would make this much anticipated launch. We are thrilled by the reception Nowt Peculier has received and feel the response is testament to the brewery’s commitment to brewing only the best beers.”
Bradbury explained how much of a big deal the release has been and noted how “Nowt Peculier is one of our first ventures into alcohol-free beer in the brewery’s near 200-year history”. Bradbury also hinted that, for Theakston’s, maintaining its “reputation for high quality beers was absolutely paramount” right now.
Bradbury also said he had noticed how “the low and no alcohol beer category continues to grow in the UK” and suggested that for publicans to stock the new beer they could always reach. out to their beer suppliers or email Theakstons directly.
Theakston’s has been busy of late. In February, it introduced its Yorkshire ‘AKA beer in celebration of the 2025 Six Nations rugby tournament. Plus, in 2023, it also restarted US exports of its Old Peculier ale after an absence of 10 years and did not rest on its laurels. In fact, during the same year the brewery eyed the emerging stout trend and quickly added Brennan’s Irish Stout to its portfolio to coincide with growing consumer interest in dark beers, showing it can always swiftly move with the times. 
