Ocado revealed that sales of non-alcoholic and low-alcohol spirits have risen by 20% since the tournament began
Sales of non-alcoholic and low-alcohol beverages, as well as pickles, have skyrocketed since the start of the Euros, indicating that fans are “embracing moderation”, supermarkets have reported.
Ocado revealed that sales of non-alcoholic and low-alcohol spirits have risen by 20% since the tournament began, while alcohol-free wines have seen a 9% increase. Sales of non-alcoholic and low-alcohol beer and canned cocktails have also seen an uptick, with increases of 7% and 6% respectively.
Pickle sales have surged by 24% since England’s Kieran Trippier was spotted drinking pickle juice during the match against Serbia. The online grocery giant noted that the beverage is believed to help alleviate muscle cramps, a theory supported by Spanish tennis star Carlos Alcaraz, who was seen consuming it during his Wimbledon victory over Novak Djokovic last year.
Ocado reported a 26% increase in sales of its Epicure original whole pickles and a 52% rise in sales of Brindisa Perello gherkins. Ocado buyer Oscar Biggs commented: “The increase in sales of our no and low drinks reflects a shift toward mindful consumption, with customers opting for more conscious choices while enjoying the football this summer.”
Tesco has also reported record-breaking sales of non-alcoholic and low-alcohol beer and cider outside of the Christmas season, even surpassing Dry January. The supermarket giant noted that sales peaked on days when England played, suggesting that football fans are moderating their alcohol consumption.
Tesco’s beer and cider category buying manager, James Renshaw, said: “While we know that plenty of people will enjoy getting together with family and friends for a drink this weekend, we have been surprised at how high demand for no and low alcohol beer and cider has been since the tournament started.”
“Last week we recorded the highest sales for no and low beer and cider outside of Christmas, with demand even topping that for Dry January.” Renshaw highlighted the influence of football on purchasing patterns: “It’s definitely been driven by football fans as the highest sales have come on the days that England play.”
Reflecting on changing consumer preferences since the 2006 World Cup in Germany, where lager made up 80% of all beer and cider sales. For Euro 2024, Tesco predicts lager to account for 50% of sales, with the rest made up of cider, ale, stout, craft beer and “no and low”.
