A new survey in Scotland suggests that non-alcoholic beer is increasingly socially acceptable, with 48% of adults in Scotland having tried alcohol-free beer compared to the national average of just 43%. The market for non-alcoholic beers has risen sharply. Sales in supermarkets and off-licences have risen by almost 10% in the past year. A recent ComRes survey for AB InBev UK found that 49% of British adults believe alcohol-free beer is more socially acceptable than it was five years ago. This research is backed up by industry data showing an 8.4% growth during 2013-14. 43% of British adults have tried alcohol-free beer, of these, 54% were men. 59% said they would feel comfortable ordering alcohol-free beer in front of friends in a pub or restaurant. The most likely reasons for trying alcohol-free beer were that they were driving (46%) or they were curious (39%).