Exclusive:
Data from Tesco shared exclusively with The Mirror found the supermarket is expecting to see more demand than ever for the likes of Lucky Strike, Kylie Minogue’s 0% wine and Captain Morgan Alcohol Free Rum with sales soaring by as much as 70%
Brits created a record demand for no and low alcohol drinks this year with sales rising through the year and not just for the traditional Christmas and Dry January occasions – the summer’s Euro 2024 tournament in particular saw a peak.
During the month-long competition Tesco saw demand for no and low beer soar even higher than for Dry January. On the back of this surging interest, the retailer is anticipating its biggest ever Christmas demand, especially with newer products that have recently been added to the market.
It told The Mirror No and Low Beer has been the biggest winner this year with shoppers now buying in multi-pack sizes rather than single bottles or cans – the equivalent in litres of a 20% rise on 2023. Now, it is predicting demand in the four-week run up to Christmas to grow by 15% on the same period last year with Lucky Saint, Heineken, Peroni, and Athletic among the most popular brands.
No and Low Spirits also saw demand at Tesco leaping by 20% year-on-year and as a result the supermarket has increased its range by 30 per cent. Predicted best sellers for Christmas, based on early demand, are Captain Morgan Alcohol Free Rum 70cl; Whitley Neill Rhubarb and Ginger 0% gin; and its own label Pink Gin and Lemonade 0.5% 4-pack.
Meanwhile No and Low Wine saw strong growth of more than 10%, with demand for Kylie Minogue’s Sparkling 0% Rose already nearly 70% on 2023 sales. Tesco no and low drinks buyer David Albon said: “It’s taken a while but we’re seeing a new consumer confidence for no and low drinks in general whereby shoppers are now more trusting in the quality of the drinks they can buy and the brands available to them.”
Karen Tyrell, CEO of the charity Drinkaware said: “The growth in the sale of no and low-alcohol drinks in this past year is really positive. Our research shows UK drinkers are choosing them more and more, with around a third of people now using them to moderate their drinking.”
Meanwhile trade publication The Grocer has reported that specialist wine retailer Majestic has partnered with low & no-alcohol experts Club Soda to expand its booze-free offer ahead of Christmas. This will see a total of nine products curated by Club Soda launch in 212 Majestic stores nationwide, such as Eisberg 0% wines, Moderato 0% wines and Three Spirit’s Nightcap. Majestic said sales of low & no-alcohol drinks at Majestic have grown by more than 600% since March 2022. The news comes amid an emerging trend for Britons choosing to go sober or ‘sober curious’ in recent months – for example other research has shown 21% of Christmas parties are set to be alcohol-free this year.
Liam Scandrett, a Spirits Educator at The Wine & Spirit Education Trust, said: “The No/Low drinks market continues to grow in appeal with consumers who are seeking to moderate their alcohol consumption during the festive season. Not only has the range available in bars and supermarkets grown, but the quality of liquids inside the bottle or can has increased dramatically over the last few years. No longer are we limited to substandard non-alcoholic versions of alcoholic classics, but producers are having considerable success in creating original flavour and texture profiles, freed from the imperative to imitate.”
