British soft drinks brand Cawston Press has expanded into the no/low alcohol category with the acquisition of Loah, a fruit flavoured 0.5% beer.

The business was acquired for an undisclosed amount, and the Loah founder, Hugo Tapp, will continue to manage the business, overseeing operational responsibility for brewing, innovation and brand development.

This move comes as almost one in three Brits took part in Dry January, with the addition to the Cawston Press portfolio coming at the peak of seasonal interest in alcohol moderation.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

Steve Kearns, managing director of Cawston Press said: “This move is a true reflection on consumer drinking habits today. The lines between soft drinks and no/low alcohol are blurring, and this makes Loah a great strategic fit for us.

“We see real opportunity to help build Loah through our established grocery and impulse distribution channels, whilst extending the portfolio we can offer to on-trade customers, we are helping operators create interesting, independent-led menus crafted to serve multiple drinking occasions.”

The Loah fruit-flavoured low-alcohol beer range includes Peach Pale Ale, Blood Orange IPA and Lime Lager and has both gluten-free and vegan options.