Brits ‘ripped off’ with alcohol-free beers costing MORE than pints – as reason they should be cheaper is revealed
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BRITS are being "ripped-off" by alcohol-free beers that cost more than normal pints, even though they should be cheaper. Many alcohol-free drinks cost as much as their stiffer counterparts. They avoid alcohol tax so are cheaper to sell to pubs and shops - hence level prices would suggest they cost a bigger profit margin to the consumer.
![[Four Heineken beer bottles; two are Heineken Silver, and two are Heineken 0.0.]](https://www.thesun.co.uk/wp-content/uploads/2025/01/2024-worth-13-billion-counting-958786083.jpg?strip=all&w=960)
A 4x440ml case of Guinness 0.0 in Tesco costs exactly the same as a pack of full-strength pack at the time of writing. Similarly, a 12x330ml case of non-alcoholic Heineken sets you back £11.50, which is just 50p than the regular booze. A pack of four 330ml bottles of non-alcoholic lager Lucky Saint costs £6 in Tesco – more expensive than a similar sized pack of many alcoholic beers.
![[A hand holding a pint glass of beer being poured from a tap.]](https://www.thesun.co.uk/wp-content/uploads/2025/01/usa-california-964479959.jpg?strip=all&w=960)
Some brands exclusively produce low-alcohol drinks and still charge a premium. Four 330ml bottles of Lucky Saint (0.5% alcohol) comes in at £6 in Tesco - more expensive than many alcoholic packs of the same size. The phenomenon extends beyond the store front to the beloved pub bars around the country.
![[Two pints of Guinness in a Dublin pub.]](https://www.thesun.co.uk/wp-content/uploads/2025/01/2018-figure-1-7-million-963953555.jpg?strip=all&w=960)
The Devonshire pub in Soho, central London, is renowned for pumping Guinness, and punters have been guzzling the alcohol free version there too. But it is barely any cheaper than the traditional black stuff - just 55p less at £6.35. Oisín Rogers, the pub's owner, said he was making the same profit margin on both drinks - which would suggesting Guinness 0.0 is only 10 per cent than full-strength from the brewery.
![[Man drinking beer.]](https://www.thesun.co.uk/wp-content/uploads/2025/01/close-mid-adult-man-drinking-964520385.jpg?strip=all&w=960)
