The sector is responsive to consumer demand and has made significant investment in the development of low and no alcohol beer, which has led the way in the low and no category.

The industry also supports a number of local partnership initiatives to tackle vulnerability in the night-time economy and wider community, including the safety of women and girls.  These include National Pubwatch, Best Bar None, Community Alcohol Partnerships, and Purple Flag, which work closely with local authorities and police to drive up standards and manage the public space.