Sainsbury’s to open low alcohol pub in London

The Clean Vic opens on 24 July

(Sainsbury's)

Sainsbury’s has announced it’s opening the UK’s first no and low alcohol pub in central London this summer.

The pop-up pub, named The Clean Vic, will open on 24 July for two days in Holborn.

Every drink served in the pub will either be entirely alcohol-free or have a maximum alcohol by volume (ABV) of 0.5 per cent.

Beverages served will include the UK’s first non-alcoholic dark distillate, Celtic Soul, non-alcoholic beers and a range of mocktails made with Seedlip, the distilled non-alcoholic spirit.

The Clean Vic will host a series of masterclasses designed to teach visitors how to make low and no alcohol cocktails.

The pub will also hold a Q&A session with Millie Gooch, founder of Sober Girl Society, the online community that promotes sobriety to millennial women.

The supermarket chain decided to introduce the concept after noticing a 31.8 per cent increase in sales of no and low alcoholic drinks in the last three months. Additionally, Sainsbury’s reports a 33 per cent increase in customers searching for non-alcoholic products online.

Anne Cooper, Buyer at Sainsbury’s, said: “We’re seeing a really exciting spike in the no and low alcohol category at Sainsbury’s which has been growing since 2001. With an increasing number of products now available, those who want to hold off on alcoholic beverages don’t need to miss out on the experience of enjoying a beer with friends or even a mocktail made with a delicious non-alcoholic distillate.

“From speaking to customers, we know there is still some uncertainty about what these no and low alcohol products taste like and how they are made. So, our specially curated workshops in the Clean Vic will help customers learn more about these drinks, providing key tasting notes given by the experts.”

There's a £5 entry fee for those visiting the pub, which entitles people to two drinks of their choice and two bar snacks.

In order to visit the pub, which is located on 33 New Oxford Street, visitors are advised to book via Design My Night here.