Just over 12 months ago, we kept saying to our local pub they should stock Alcohol Free beer but they didn't want to because it didn't sell enough/was shocking. We ran an event and put on alcohol free beer and hardly anyone touched it.
The bar started running a permenant AF beer line in January for Dry January. They've done this previously, but this year demand was so high and they got such positive feed back they've kept it. Likewise the same event we've helped run had a similar change around in attitude.
DH and I been keen on AF beer and other adult non-alcoholic drinks for a few years - in part because my friends all drink like fish and I can't keep up. We've tried quite a lot of beers and other alternatives in the last few years as a result.
I would say they standard has only really got to a good level in the last 12 months and thats why there is something of a switch happening. Theres now a number of half decent beers on the market (though some are still absoluetely shocking) and there's a number of other non-alcoholic alternatives around. I personally rate a few of the non-alcoholic aperols and theres some cracking kombuchas around. (Don't bother with gin or wine, they are still shite).
So yes, I'd say its partly fashion, but also the fashion is going where the market is going as the AF market standard improves. People don't want to drink a lemonade or coke in the pub, but they do still want to go for a grown up drink and socialise.
Yes its middle class still because these options tend to be on the pricer side as much as anything and there is still a stigma in going to the pub and ordering something non-alcoholic. There is still pressure to have a 'proper' drink.
I still drink socially, but a AF alternative being available is something I really value now, if for no other reason to help pace myself at my own level rather than trying to drink slower than everyone else because I have a lower tolerance.
I hope that AF becomes much more widely available because it will help to tackle our excessive drinking culture in the UK.