- Sales of low and no drinks at Waitrose soar by 32%, with low and no spirits and beer sales up 85% and 50% compared to this time last year
- Sales of 0% Codorniu Rosé, Martini Aperitivo and Guinness up 453%, 137% and 271% compared to this time last year
- Ties into wider trend in ‘sober curious’ movement as customers shop for sober summer
Waitrose reports a noticeable ‘sober summer’ this year with sales of low and no drinks soaring.
Sarah Holland, Waitrose Low and No Buyer, comments, “Our Low and No category is experiencing a significant surge this summer, with sales up 32% this year. The ‘sober curious’ movement is growing, showing a trend towards well-being-focused drinking that doesn't compromise on flavour or social connection.”
“This shift is undoubtedly driven by the increasing availability of premium non-alcoholic beverages that offer the same complexity and enjoyment as their alcoholic counterparts. Our new, exclusive Pentire Paloma Can is a perfect example, providing a sophisticated and satisfying alternative.”
Compared to this time last year, sales of Low and No drinks at Waitrose have increased as follows:
- Low and No Spirits +85%
- Low and No Wine +21%
- Low and No Beer +50%
- Low and No Cider +28%
Compared to this time last year, searches on Waitrose.com:
- ‘Non alcoholic drinks’ +185%
- ‘Non alcoholic beer’ +116%
- ‘Non alcoholic lager’ +756%
- ‘Non alcoholic cocktail’ +128%
In the last month, recipe searches on Waitrose.com:
Sales of our Summer Mojito Mocktail and Summer Piña Colada Mocktail are also up 103% and 74% this year, respectively, showcasing our customers’ love for non-alcoholic options in the summer. Furthermore, to cater to this demand, we have added a new Blood Orange & Pink Grapefruit Lemonade to our range this year. Inspired by Mediterranean summers, it balances tangy sweetness with refreshing citrus notes.
This popularity of Low and No follows a wider trend with people turning to non alcoholic beverages. On TikTok, searches for mocktail recipes have surged, with ‘shirley temple mocktail’ and ‘margarita recipe mocktail’ up 241% and 151%.
In line with this trend, the bar and restaurant scene is stepping up to meet this demand, with a growing number of bars and restaurants expanding their low and no offerings. Club Soda Tasting Room & Bar on Drury Lane for example, boasts an impressive selection of over 150 alcohol-free beers, wines, spirits, and premixed cocktails; and the newly opened Eden Lounge in Shoreditch is already making waves with exciting new mocktails like the Virgin Paloma and Berry Basil Smash.
With unprecedented demand, Waitrose have recently launched:
